We analyzed the creation, viewing, and engagement information of over 1.3 million movies to compile our 2022 Video in Enterprise Benchmark Report. Use this intel to see the way you stack up so you may stand out.
Thought 2020 could be the high-water mark for video? Assume once more. Although 2021 noticed organizations beginning their return towards enterprise as normal, video uptake solely continued to develop.
After consumers have been thrust into virtual-first buying experiences through the pandemic, many concluded that they really desire shopping for remotely.
What does that imply for enterprise groups, even because the world returns to regular? To this point, there hasn’t been—and sure received’t be—a snap again to the pre-pandemic establishment. New instruments and approaches are crucial to achieve and convert clients.
Listed below are the important thing shifts we’ve seen supported by our benchmark findings for 2022:
- Consumer-generated video continues to dominate over historically produced video content material
- Extra organizations are leaning on video analytics to understand the true influence of their video content material
- Corporations of all sizes are creating extra video internally vs. counting on exterior sources
As the usage of video will increase, it’s necessary to have benchmarks to information greatest practices, establish alternatives, and consider success. That’s why we created the fifth annual Video in Enterprise Benchmark Report, which analyzes companies’ use of video to assist gross sales, advertising and marketing, and communication efforts.
Know the place you stand, so you may stand out. Get the insights it’s good to craft a video technique that works. Get the Report So let’s dive in on this 12 months’s benchmarks so you may see the way you stack up, and in flip, stand out.
- Contents
- 1. Video Benchmarks for Creation and Publishing
- 1.1 The Variety of Consumer-Generated vs. Produced Movies
- 1.1.1 Complete Consumer-Generated vs. Produced Movies
- 1.2 Video Creation Developments by Business
- 1.2.1 Common Variety of All Movies Per Firm by Business
- 1.3 Consumer-Generated Video Creation Developments by Business
- 1.3.1 Common Variety of Consumer-Generated Movies Created Per Firm By Business
- 1.4 Produced Video Developments by Business
- 1.4.1 Common Variety of Produced Movies Per Firm by Business
- 1.5 Video Creation Developments by Firm Measurement
- 1.5.1 Common Variety of Consumer-Generated vs. Produced Movies Per Firm by Firm Measurement
- 1.6 Developments in Assets Used for Video Manufacturing
- 1.6.1 Assets Used for Enterprise Video Manufacturing
- 2. Video Benchmarks for Content material
- 2.1 Developments for Completely different Sorts of Enterprise Movies
- 2.1.1 Sorts of Movies Companies Have Already Invested In
- 2.2 Video Distribution Developments
- 2.2.1 Distribution Channels The place Video Content material is Used
- 2.3 High Video Distribution Channels Primarily based on Position
- 2.4 Video Benchmarks for Size
- 2.4.1 Video Size Distribution
- 3. Developments in Video Engagement and Retention
- 3.1 Video Benchmarks for Engagement Charges
- 3.1.1 Common Engagement for Completely different Lengths of Video
- 4. Video Analytics Developments
- 4.0.2 Corporations Making Use of Completely different Ranges of Video Analytics
- 5. How one can Use Video Benchmarks to Your Benefit
Video Benchmarks for Creation and Publishing
Complete video creation elevated 178% in 2021—to the tune of over 1.3 million movies that have been created with or uploaded by Vidyard clients.
What instruments are companies utilizing to create their movies? To reply that, we in contrast the recognition of movies created utilizing Vidyard’s display recording software (what we name “user-generated video”) in opposition to movies that have been created outdoors of the Vidyard setting, then uploaded to
the platform for internet hosting (which we time period “produced video”).
The Variety of Consumer-Generated vs. Produced Movies
80% of all movies created in 2021 have been user-generated movies, versus simply 60% in 2020. Consumer-generated video has a number of distinct benefits: It’s faster to create, it’s cheaper, and it reveals the relatable humanity of the particular person behind the display.
Two-thirds of user-generated movies have been both display recordings (capturing simply what’s on-screen) or “hybrid” movies (which embody a webcam feed within the nook of the display recording to point out the presenter’s face on the identical time).
As we’ve present in our different research, equivalent to our State of Digital Promoting Report, hybrid movies see the very best response charges and produce the very best outcomes—one thing that video creators are clearly seeing, too.
Complete Consumer-Generated vs. Produced Movies
Video Creation Developments by Business
Every year, we see a extra various unfold of industries embracing video, together with the usage of a web-based video platform to handle each recorded and produced video content material. Video is used throughout numerous industries for a number of totally different functions, together with advertising and marketing, gross sales, communications, and assist.
Total, the excessive tech, media, leisure, and publishing business, and communications industries created extra movies on common in 2021 than in different fields.
Excessive tech has at all times been a number one business for video creation (up 51%). Nonetheless, media and comms are new to the quantity two and three spots this 12 months. Rising 109% and 334% respectively over 2020. Causes for this possible embody a gradual improve in media consumption, a doubling down on digital occasions, and a motion to embrace new types of client interplay.
Common Variety of All Movies Per Firm by Business
Consumer-Generated Video Creation Developments by Business
To dig deeper into the traits surrounding enterprise video use, we broke down the typical fee of creation of user-generated versus produced video.
The outcomes have been eye-opening. In 2021, the excessive tech business continues to guide the cost on the subject of the variety of user-generated movies it produced. Excessive tech organizations created a median of 721 movies per firm—113% extra user-generated movies than in 2021. The media business noticed an identical fee of progress, growing its user-generated video output, with a median of 675 user-generated movies per org—a rise of 147% over 2020. The retail business noticed a bigger bounce at 231%.
However the largest increase? The communications business’s staggering 607% year-over-year progress in user-generated video. These stats agree with the findings in our State of Video Report, the place we discovered that almost 60% of groups are utilizing video of their buyer and gross sales conversations. One-to-one video is uniquely able to forming genuine connections with clients to drive offers ahead, making it an apparent alternative for industries searching for higher enterprise ends in a modified post-pandemic panorama.
Common Variety of Consumer-Generated Movies Created Per Firm By Business
Produced Video Developments by Business
With such meteoric progress within the creation of user-generated video, it’s unsurprising to see that the speed of produced video technology has remained comparatively flat (if not shrunk).
The highest three sectors that printed historically produced video content material in 2021 have been the retail, excessive tech, and monetary providers industries. This was the 1-2-3 lineup final 12 months as properly.
Nonetheless, all three industries have in the reduction of on funding in historically produced video. Retail created 9% lower than 2020, excessive tech created 34% much less, and monetary providers created 26% much less. Solely three industries printed extra historically produced movies than final 12 months:
Communications (a 42% improve), actual property (a 22% improve), and media, leisure and publishing (a 14% improve).
With the rising ubiquity of user-generated video, this discount of funding in historically produced video isn’t shocking. Corporations—even conventional holdouts like retailers—are shifting their video efforts to fast, straightforward, and efficient user-generated movies that value much less
to make whereas posting comparable (or higher) outcomes.
Common Variety of Produced Movies Per Firm by Business
Video Creation Developments by Firm Measurement
It’s no specific shock that bigger firms create extra video content material. Better sources continuously equal extra alternatives to discover video, whether or not it’s user-generated or historically produced. On the entire, video creation elevated considerably throughout all firm sizes, up 78% total in comparison with 2020. For small and medium companies, common charges of video creation stay largely in step with final 12 months’s observations. Conversely, massive enterprises noticed a modest 14% drop in complete movies created. The large winner? Corporations between 601 and 5000 staff, created a median of 196% extra movies in comparison with 2020.
On the subject of the share of user-generated versus historically produced content material, smaller organizations leverage user-generated video at a barely increased fee. On common, user-generated video accounts for 81% of the video content material created by smaller firms. And for mid-sized organizations, 77% of their video is user-generated. For organizations with over 600 staff, 75% of the video content material they create is user-generated (this group noticed the biggest improve in user-generated video creation—up 143% over 2020).
Since creating user-generated video is usually a decrease barrier to entry (and even free), it is smart that smaller organizations with smaller budgets undertake it at a a lot increased fee than dearer produced video.
Common Variety of Consumer-Generated vs. Produced Movies Per Firm by Firm Measurement
Developments in Assets Used for Video Manufacturing
The sources that firms use to create their produced movies are altering. In 2021, organizations relied much less completely on exterior sources for video creation.
Massive organizations noticed essentially the most vital shift (with their use of exterior sources down 42% since final 12 months). For mid-sized firms, crucial transfer was to give attention to a mixture of each inside and exterior sources this 12 months. This avenue for video creation accounted for 35% of medium-sized companies’ content material in 2021, in comparison with simply 10% in 2020.
Small organizations nonetheless rely totally on inside sources for video creation, with little change since final 12 months.
Assets Used for Enterprise Video Manufacturing
Video Benchmarks for Content material
Now that we’ve had an opportunity to dig into the traits and benchmarks round video creation, let’s go a little bit additional and have a look at video content material together with the most well-liked kinds of enterprise video, distribution traits, and information round video size.
Developments for Completely different Sorts of Enterprise Movies
What’s the most well-liked sort of on-demand video content material? Model movies (a brand new class this 12 months) surged to the highest of the heap, adopted by product demos, and social video.
This 12 months marks the primary time we investigated the kinds of reside video that firms are investing in. 53% of organizations report utilizing some type of reside or synchronous video within the final 12 months, together with reside streams, digital occasions, and reside webinars.
With the marked shift to distant or hybrid work over the previous two years, it isn’t shocking that reside video is rising in reputation. Moreover, whereas many occasions are going bodily once more, it’s widespread for organizers so as to add reside digital classes or on-line companion elements for these
who don’t attend in particular person. These reside video augmentations improve the occasion’s attain and produce improbable ROI.
Sorts of Movies Companies Have Already Invested In
Video Distribution Developments
On the subject of digital, video is an extremely highly effective content material format that can be utilized throughout a wide range of channels. We hear 12 months after 12 months how properly video converts in comparison with different content material mediums—in 2021, 93% reported that video transformed the identical or higher than another content material type.
The preferred B2B distribution channels for the 12 months are social media and web sites. Nonetheless, for the primary time ever, YouTube dropped to fourth place in channel reputation. Its substitute? Gross sales and buyer conversations.
With that in thoughts, it is smart that video has risen in reputation as a buyer dialog software. It’s one of the vital efficient methods for sellers to catch prospects’ consideration, and it’s an unequalled software for driving offers to shut.
Distribution Channels The place Video Content material is Used
High Video Distribution Channels Primarily based on Position
As we noticed within the earlier part, utilizing video for gross sales prospecting, buyer conversations, and assist have shot to the highest of the listing for each gross sales and buyer expertise roles. This additional reinforces video’s worth as a software to alter minds and ship top-tier purchaser experiences.
Curiously, the opposite two high makes use of for video by gross sales roles are in web sites and advertising and marketing emails—each historically marketing-specific channels. This may occasionally allude to a rising interconnection between gross sales and advertising and marketing, the place groups are mixing their conventional duties with the intention to construct a greater purchaser expertise from begin to end.
Video Benchmarks for Size
The common size throughout all movies in 2021 was 9:58 minutes—which is up from the 6-minute common of our earlier 12 months’s examine. This improve represents the second 12 months in a row because the launch of this report in 2016 that the typical video size elevated in comparison with the earlier 12 months.
The vast majority of all movies (56%) are lower than two minutes in size, which is smart given the proliferation of user-generated video for gross sales and buyer conversations.
The only largest bounce was in movies over 20 minutes in size, surging from 6% of all movies created in 2020 to 18% in 2021. The rise of digital occasions and webinars, the place on-demand recordings can run from half an hour to over an hour in size, has little doubt contributed to this progress.
Video Size Distribution
Developments in Video Engagement and Retention
Viewers are busy folks. Not everybody who clicks Play goes to observe your video all through. However how lengthy your video does retain its viewers earlier than they drop off can inform you a large number about how that video is touchdown together with your viewers.
If the vast majority of your viewers solely make it midway by way of your video however crucial message is three-quarters of the best way in, then they’re lacking the purpose solely. This type of perception into viewer conduct offers you the chance to guage your content material and ensure your most necessary message is loaded up entrance.
In line with our annual buyer survey, including CTAs to video content material is likely one of the high function priorities for each gross sales and entrepreneurs. So having an understanding of viewer drop-off additionally offers you intel on when you must add in-video CTAs to attempt to push your viewer to the subsequent step earlier than dropping them.
Video Benchmarks for Engagement Charges
In 2021, viewer engagement truly trended up—that’s to say, viewers watched for an extended time period. When averaged throughout all video lengths, 54% of viewers watched a video all through to the tip. That’s up from 45% of viewers who did the identical in 2020.
Viewer engagement peaks on the first 10% of runtime, then decays steadily because the video goes on, whether or not it’s one minute or 20+ minutes lengthy. On common, 62% of viewers will keep engaged till the tip of a video if that video is beneath 60 seconds in size. (That’s 4% extra viewers than final 12 months.) If a video is over 20 minutes lengthy, 26% of viewers hold watching till the tip—a 2% increase over 2020.
These findings provide three important video creation ideas.
- Purpose to maintain your movies as brief as doable, since engagement slumps as video runtime grows.
- Ship key info early into the video to make sure that the utmost variety of viewers see it.
- Maintain long-form video content material beneath 20 minutes in size, you may web as much as 38% increased retention.
Common Engagement for Completely different Lengths of Video
Video Analytics Developments
One of the generally cited challenges surrounding video use lies in measuring their influence. As video’s reputation has grown, so has the usage of video efficiency analytics to know how movies are contributing to ROI.
In 2021, 83% of firms reported utilizing some type of video analytics. That’s up from simply 73% in 2020.
Throughout all roles, gross sales execs are most probably to report utilizing primary analytics. In distinction, entrepreneurs have a tendency towards superior analytics. Buyer expertise groups are inclined to fall in between, most frequently leveraging intermediate metrics. 67% of entrepreneurs and almost 76% of gross sales professionals report the significance of accessing video view information with the intention to qualify leads, have interaction prospects, or affect offers.
The video platform options that companies say they care about most in an enterprise video platform are combination viewer analytics (together with viewing traits, drop-off fee, and channel efficiency throughout viewers) and particular person viewer analytics (monitoring views and engagement
for every particular person viewer). Rounding out the highest three is strong integration into advertising and marketing automation or buyer relationship techniques.
On the subject of precise analytics performance in use, the most well-liked are video efficiency analytics, in-video calls to motion, and channel efficiency analytics.
Corporations Making Use of Completely different Ranges of Video Analytics
How one can Use Video Benchmarks to Your Benefit
As you’ve seen all through these findings, video creation and distribution are rising, and we don’t see issues slowing down anytime quickly. Our clients and staff now have expectations that contain a digital-first world, with the flexibility to have video conferences and conferences, much less journey, and faster, extra personalised responses.
To any extent further, we’ll be utilizing video to attach, educate, and create trusted relationships when it issues greater than ever.
Please make the most of the important shifts we’ve seen supported by our benchmark findings for 2022 by embracing the traits and making an attempt them out for your self. Obtain the total report to check these benchmarks additional or share together with your group.
Know the place you stand, so you may stand out. Get the insights it’s good to craft a video technique that works. Get the Report 
