New Research on B2B usage of video across channels

More and more businesses are embracing video as a way to connect with audiences in an increasingly digital world.  While the B2C space has embraced video wholeheartedly, there has been a slower uptake on videos among the B2B marketers.

The new 2018 Video in Business Benchmark Report from Vidyard revealed that video usage in sales conversations grew from 25% to 37%over the past year and the number of businesses incorporating videos into their emails and landing pages increased by 10% and 11%, respectively.

For the report, Vidyard collected and analyzed anonymized first-party data from more than 250k videos published to its video platform throughout 2017.

Additional findings show that:

  • High Tech and Professional Services industry have been the most active in publishing  new videos.
  • Unlike the B2C, 89% of views of business-related videos take place on desktop browsers, with only 11% on mobile devices.
  • Most businesses are publishing an average of 33 videos per month, almost double the previous year’s rate of 18%;
  • 36% of businesses are using intermediate or advanced video analytics;
  • Product videos, demos, and explainers are the most common videos produced;types of videos
  • The average video length this past year was nine minutes, 75 percent of them were under two minutes.
    • Social promotions < 30 seconds
    • Product explainers < 60 seconds
    • Thought leadership between 2-5 minutes
      b2b video length
  • websites and social media are the most common distribution channels.
  • Company size does not have a direct correlation on video production — smaller organizations with under $5 million in annual revenue are creating the same, if not more, videos than companies with more than $250 million in revenue.

 

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