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’ll be able to 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 traditional, video uptake solely continued to develop.
After consumers had been thrust into virtual-first buying experiences through the pandemic, many concluded that they really want shopping for remotely.
What does that imply for enterprise groups, even because the world returns to regular? Thus far, there hasn’t been—and certain received’t be—a snap again to the pre-pandemic establishment. New instruments and approaches are crucial to achieve and convert prospects.
Listed below are the important thing shifts we’ve seen supported by our benchmark findings for 2022:
- Person-generated video continues to dominate over historically produced video content material
- Extra organizations are leaning on video analytics to understand the true impression of their video content material
- Corporations of all sizes are creating extra video internally vs. counting on exterior assets
As using video will increase, it’s essential to have benchmarks to information greatest practices, determine 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 communication efforts.
Know the place you stand, so you’ll be able to stand out. Get the insights you must craft a video technique that works. Get the Report So let’s dive in on this yr’s benchmarks so you’ll be able to see the way you stack up, and in flip, stand out.
- Contents
- 1. Video Benchmarks for Creation and Publishing
- 1.1 The Variety of Person-Generated vs. Produced Movies
- 1.1.1 Complete Person-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 Person-Generated Video Creation Developments by Business
- 1.3.1 Common Variety of Person-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 Dimension
- 1.5.1 Common Variety of Person-Generated vs. Produced Movies Per Firm by Firm Dimension
- 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 Totally different Forms of Enterprise Movies
- 2.1.1 Forms 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 Prime 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 Totally different Lengths of Video
- 4. Video Analytics Developments
- 4.0.2 Corporations Making Use of Totally different Ranges of Video Analytics
- 5. The right way to 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 had been created with or uploaded by Vidyard prospects.
What instruments are companies utilizing to create their movies? To reply that, we in contrast the recognition of movies created utilizing Vidyard’s display screen recording device (what we name “user-generated video”) towards movies that had been created outdoors of the Vidyard surroundings, then uploaded to
the platform for internet hosting (which we time period “produced video”).
The Variety of Person-Generated vs. Produced Movies
80% of all movies created in 2021 had been user-generated movies, versus simply 60% in 2020. Person-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 screen.
Two-thirds of user-generated movies had been both display screen recordings (capturing simply what’s on-screen) or “hybrid” movies (which embrace a webcam feed within the nook of the display screen recording to indicate the presenter’s face on the similar time).
As we’ve present in our different research, reminiscent of our State of Digital Promoting Report, hybrid movies see the best response charges and produce the most effective outcomes—one thing that video creators are clearly seeing, too.
Complete Person-Generated vs. Produced Movies
Video Creation Developments by Business
Every year, we see a extra various unfold of industries embracing video, together with using a web-based video platform to handle each recorded and produced video content material. Video is used throughout varied industries for a number of completely different functions, together with advertising, 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 yr. Rising 109% and 334% respectively over 2020. Causes for this seemingly embrace a gentle improve in media consumption, a doubling down on digital occasions, and a motion to embrace new types of shopper interplay.
Common Variety of All Movies Per Firm by Business
Person-Generated Video Creation Developments by Business
To dig deeper into the traits surrounding enterprise video use, we broke down the common charge of creation of user-generated versus produced video.
The outcomes had been eye-opening. In 2021, the excessive tech business continues to steer the cost on the subject of the variety of user-generated movies it produced. Excessive tech organizations created a mean of 721 movies per firm—113% extra user-generated movies than in 2021. The media business noticed an identical charge of progress, growing its user-generated video output, with a mean of 675 user-generated movies per org—a rise of 147% over 2020. The retail business noticed a bigger leap at 231%.
However the largest enhance? 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 realized 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 prospects to drive offers ahead, making it an apparent selection for industries in search of higher enterprise leads to a modified post-pandemic panorama.
Common Variety of Person-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 era has remained comparatively flat (if not shrunk).
The highest three sectors that revealed historically produced video content material in 2021 had been the retail, excessive tech, and monetary companies industries. This was the 1-2-3 lineup final yr 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 companies created 26% much less. Solely three industries revealed extra historically produced movies than final yr:
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 stunning. 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 Dimension
It’s no explicit shock that bigger corporations create extra video content material. Higher assets often 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% general in comparison with 2020. For small and medium companies, common charges of video creation stay largely in keeping with final yr’s observations. Conversely, massive enterprises noticed a modest 14% drop in whole movies created. The massive winner? Corporations between 601 and 5000 staff, created a mean of 196% extra movies in comparison with 2020.
Relating to the proportion of user-generated versus historically produced content material, smaller organizations leverage user-generated video at a barely increased charge. On common, user-generated video accounts for 81% of the video content material created by smaller corporations. 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 sensible that smaller organizations with smaller budgets undertake it at a a lot increased charge than dearer produced video.
Common Variety of Person-Generated vs. Produced Movies Per Firm by Firm Dimension
Developments in Assets Used for Video Manufacturing
The assets that corporations use to create their produced movies are altering. In 2021, organizations relied much less solely on exterior assets for video creation.
Giant organizations noticed essentially the most important shift (with their use of exterior assets down 42% since final yr). For mid-sized corporations, an important transfer was to give attention to a mixture of each inner and exterior assets this yr. 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 inner assets for video creation, with little change since final yr.
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 bit of additional and have a look at video content material together with the preferred sorts of enterprise video, distribution traits, and information round video size.
Developments for Totally different Forms of Enterprise Movies
What’s the preferred sort of on-demand video content material? Model movies (a brand new class this yr) surged to the highest of the heap, adopted by product demos, and social video.
This yr marks the primary time we investigated the sorts of reside video that corporations are investing in. 53% of organizations report utilizing some type of reside or synchronous video within the final yr, 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 stunning that reside video is rising in recognition. Moreover, whereas many occasions are going bodily once more, it’s widespread for organizers so as to add reside digital periods or on-line companion parts for these
who don’t attend in particular person. These reside video augmentations improve the occasion’s attain and produce incredible ROI.
Forms of Movies Companies Have Already Invested In
Video Distribution Developments
Relating to digital, video is an extremely highly effective content material format that can be utilized throughout quite a lot of channels. We hear yr after yr how properly video converts in comparison with different content material mediums—in 2021, 93% reported that video transformed the identical or higher than every other content material kind.
The most well-liked B2B distribution channels for the yr are social media and web sites. Nonetheless, for the primary time ever, YouTube dropped to fourth place in channel recognition. Its substitute? Gross sales and buyer conversations.
With that in thoughts, it is sensible that video has risen in recognition as a buyer dialog device. It’s one of the efficient methods for sellers to catch prospects’ consideration, and it’s an unmatched device for driving offers to shut.
Distribution Channels The place Video Content material is Used
Prime 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 checklist for each gross sales and buyer expertise roles. This additional reinforces video’s worth as a device to alter minds and ship top-tier purchaser experiences.
Apparently, the opposite two high makes use of for video by gross sales roles are in web sites and advertising emails—each historically marketing-specific channels. This will likely allude to a rising interconnection between gross sales and advertising, the place groups are mixing their conventional duties with a view to construct a greater purchaser expertise from begin to end.
Video Benchmarks for Size
The typical size throughout all movies in 2021 was 9:58 minutes—which is up from the 6-minute common of our earlier yr’s research. This improve represents the second yr in a row because the launch of this report in 2016 that the common video size elevated in comparison with the earlier yr.
Nearly all of all movies (56%) are lower than two minutes in size, which is sensible given the proliferation of user-generated video for gross sales and buyer conversations.
The only largest leap 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 individuals. Not everybody who clicks Play goes to look at 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 along with your viewers.
If nearly all of your viewers solely make it midway via your video however an important message is three-quarters of the best way in, then they’re lacking the purpose totally. This sort of perception into viewer conduct offers you the chance to judge your content material and ensure your most essential message is loaded up entrance.
In response to our annual buyer survey, including CTAs to video content material is among the high characteristic priorities for each gross sales and entrepreneurs. So having an understanding of viewer drop-off additionally offers you intel on when it’s best to add in-video CTAs to try to push your viewer to the subsequent step earlier than shedding them.
Video Benchmarks for Engagement Charges
In 2021, viewer engagement really 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 top. 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 top of a video if that video is beneath 60 seconds in size. (That’s 4% extra viewers than final yr.) If a video is over 20 minutes lengthy, 26% of viewers preserve watching till the top—a 2% enhance over 2020.
These findings supply three essential video creation ideas.
- Goal to maintain your movies as quick as attainable, since engagement slumps as video runtime grows.
- Ship key data 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’ll be able to web as much as 38% increased retention.
Common Engagement for Totally different Lengths of Video
Video Analytics Developments
One of the vital generally cited challenges surrounding video use lies in measuring their impression. As video’s recognition has grown, so has using video efficiency analytics to grasp how movies are contributing to ROI.
In 2021, 83% of corporations reported utilizing some type of video analytics. That’s up from simply 73% in 2020.
Throughout all roles, gross sales professionals are probably to report utilizing fundamental 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 a view to qualify leads, interact 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 charge, 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 sturdy integration into advertising automation or buyer relationship methods.
Relating to precise analytics performance in use, the preferred are video efficiency analytics, in-video calls to motion, and channel efficiency analytics.
Corporations Making Use of Totally different Ranges of Video Analytics
The right way to 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 prospects 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.
Any further, we’ll be utilizing video to attach, educate, and create trusted relationships when it issues greater than ever.
Please reap the benefits of the essential shifts we’ve seen supported by our benchmark findings for 2022 by embracing the traits and attempting them out for your self. Obtain the complete report to check these benchmarks additional or share along with your staff.
Know the place you stand, so you’ll be able to stand out. Get the insights you must craft a video technique that works. Get the Report 
