12 Video Marketing Statistics You Need to Know in 2020

12 Video Marketing Statistics You Need to Know in 2020

2020 is simply getting began, and now is a perfect time to have a look at some video advertising and marketing statistics to form your advertising and marketing plans.

In this put up, we’ll dive into Vidyard’s Video in Business Benchmark Report and discover 12 key video advertising and marketing statistics from the analysis.

1. The Platform of Choice for Business Video Viewing Is Desktop 87% of the Time

If you’re creating movies primarily for a business-to-business (B2B) viewers, hold in thoughts that 87% of the views for such content material nonetheless occur on desktop units. Mobile views for B2B content material are rising, however desktop views reign supreme. This statistic is sensible since most B2B audiences watch such movies at work.

The platform of selection for enterprise video viewing is desktop 87% of the time. #B2B #videomarketing @vidyard Click To Tweet

Desktop vs. Mobile Views for Business Video

Desktop vs. Mobile Views for Business Video Viewing

Why It Matters: The Vidyard report factors out that designing movies for a desktop platform provides firms entry to extra options that make for a compelling viewing expertise. You mustn’t overlook responsive design, nonetheless, as a result of preserving a number of display screen sizes in thoughts ensures the content material appears implausible regardless of how an individual views it.

2. 22% of Business Video Views Happen on Thursdays 

People have fierce debates about what day to publish their content material, movies or in any other case. Vidyard’s information reveals that the majority enterprise video views — 22% — happen on Thursdays. The subsequent hottest day was Wednesday at 18%.

22% of enterprise video views occur on Thursdays #videmarketing Click To Tweet

Business Video Views by Day of the Week

Business Video Views by Day of the Week

Why It Matters: Businesspeople doubtless really feel the middle-to-end of their workweek supplies the very best alternative to get engrossed in video content material. They’ve in all probability already handled all of the pressing points that arrived over the weekend, for instance. Some may additionally need to have a look at content material late in the workweek in order that they’ll casually ponder the problems raised throughout their more-relaxed weekends.

three. The Preferred Video Content Type for Businesses Is a Webinar in 56% of Cases

It’s understandably difficult for firms to determine which movies to create for enterprise audiences. However, 56% of the time, they select to make webinars. Demos and social media movies comply with webinars, accounting for 52% and 51% of the movies that obtained firm funding.

The most popular video content material sort for companies is a webinar in 56% of circumstances #videomarketing Click To Tweet

Types of Video for Businesses

Types of Video for Businesses

Why It Matters: The Vidyard report additionally cites a statistic from InsideSales, whereby 73% of selling and gross sales leaders talked about webinars as among the best methods to obtain high quality lead technology.

Another excessive level that makes webinars particularly engaging is there are a number of sorts used to drive earnings. One is a webinar sequence, and it might appeal to extra folks to a enterprise over time. Opportunities additionally exist for individuals to weigh in about future matters. Nanomechanics, Inc. took that strategy with a webinar sequence about nanoindentation, which is a way for measuring the mechanical properties of skinny movies.

four. Companies Distribute Videos Through Their Websites 85% of the Time

Companies distribute movies via a variety of channels, together with YouTube, social media and electronic mail. However, the tactic they select 85% of the time is thru their web site, in accordance to Vidyard.

Companies distribute video content material via their web sites 85% of the time #videomarketing Click To Tweet

Popular distribution channels for business video

Popular distribution channels for enterprise video


Why It Matters: Vidyard’s discovering isn’t a surprise. If manufacturers host movies on their web site, the chance goes up viewer might come throughout different on-line content material.

KPMG, the multinational auditing, tax and advisory firm, even makes use of video to immediately communicate to enterprise individuals who is perhaps on the lookout for a change in profession or work atmosphere. The firm’s web site options a number of movies profiling what it’s like to work on the enterprise. High-quality company movies work nicely for showcasing achievements that make someplace an interesting place to work. They additionally convey issues that phrases can’t.

5. 73% of Videos Are Two Minutes or Less in Length

Evidence means that video advertising and marketing in 2020 will probably be all about preserving the content material brief and candy. The Vidyard report confirms that 73% of movies clock in at two minutes or much less. Only 2% are 10 to 20 minutes lengthy.

73% of enterprise movies are two minutes or much less in size #videomarketing Click To Tweet

Average Video Length

Average Video Length

Why It Matters: We all have a tendency to have perpetually busy schedules. This Vidyard statistic appears to point out that the aim is to get viewers to keep engaged till the content material’s finish. The authors of the analysis counsel that companies might have information displaying that retention charges are highest with brief movies in contrast to longer ones.

Vidyard mentions that the pattern towards shorter movies didn’t begin lately — it cited video statistics going again to 2016. In some circumstances, this attribute of movies geared towards enterprise folks started earlier.

Take the instance of the now-defunct service referred to as BriefMe. It provided a news-ranking service that helped folks with packed schedules work out which information articles to learn first. The firm had a 2015 YouTube video that was one minute and 39 seconds lengthy. They had an early understanding that time-strapped folks need data however don’t essentially have a number of time to digest it.

6. Only 15% of Businesses Do Not Use Metrics to Measure Video Effectiveness

Vidyard’s examine indicated that an elevated dependence on ultra-detailed metrics is perhaps in the playing cards for video advertising and marketing in 2020. Only 15% of respondents stated they didn’t use any information to gauge the success of a video advertising and marketing marketing campaign. Even so, solely 11% depend upon superior metrics, comparable to warmth maps and viewer drop-off charges.

Only 15% of companies don’t use metrics to measure video effectiveness #video Click To Tweet

Video Content Measurement

Video Content Effectiveness Measures in Use

Why It Matters: Although extra firms are warming up to the thought of video advertising and marketing, some nonetheless present reluctance. The potential to entry metrics at any level in a marketing campaign can train companies what’s working and what might require tweaking. As entrepreneurs get extra snug with utilizing fundamental metrics, comparable to consumption measures, they need to steadily really feel extra snug about deploying in-depth insights with extra worth.

7. 68% of People Will Watch a Full Video if It’s a Minute Long or Less

Another statistic in the Vidyard report relates that 68% of individuals would watch a video in full so long as they don’t want to take greater than a minute to achieve this. However, the determine drops by 18% if a video is 61 to 120 seconds in size.

68% of individuals will watch a full #video if it is a minute lengthy or much less Click To Tweet

Engagement by Video Length

Engagement by Video Length

Why It Matters: Viewers might not really feel compelled to sit via content material in its entirety if it requires an excessive amount of time. As a video marketer, it’s essential to take care to get your factors throughout early and in a simple method. That’s particularly essential to do in case you have not but established a reliable relationship with viewers.

eight. 52% of Small and Medium Businesses Use Both Internal and External Resources to Create Videos

As you possibly can see from Vidyard’s graph under, small and medium firms collectively use exterior and inside sources to meet their video manufacturing targets, with medium-sized companies doing so barely extra typically. Together, these companies use a mixture of sources 52% of the time.

52% of small and medium companies use each inside and exterior sources to create movies Click To Tweet

Resources Used for Business Video Production

Resources Used for Business Video Production

Why It Matters: Companies more and more notice it’s good to see what they’ll accomplish in-house, then choose exterior help to fill in gaps. However, firms of all sizes steadily rely solely on inside groups. Vidyard’s report means that firms are upping their investments in video manufacturing by both upskilling present workers or hiring video specialists.

9. 13% of the Business Videos Published for the Year Appeared in October

You might anticipate to see a surge in movies at the beginning of the yr and complete percentages monthly steadily reducing. However, in 2018, the charges for movies revealed monthly went up all year long, peaking in October at 13%.

13% of the enterprise movies revealed for the yr appeared in October #videomarketing Click To Tweet

Business Videos Published by Month

Business Videos Published by Month

Why It Matters: Vidyard famous that a number of of the highest-volume months for video publication corresponded with the largest seasons for conferences. Companies should unveil a fastidiously coordinated advertising and marketing effort related to such occasions, whether or not they’re organizing them, serving as sponsors or showing inside the occasion’s lineup as distributors or audio system. Videos can simply turn out to be part of such campaigns, primarily to entice first-time attendees and create buzz.

10. Companies With 31-200 Employees Create Nearly As Many Videos As Those With More Than 5,000 Workers

You might imagine that an organization’s measurement determines its video manufacturing capabilities, however that’s not essentially true. As you possibly can see from the bar chart under, firms with not less than 5,000 workers created solely 28 movies greater than these with a crew member rely in the 31-200 vary.

Companies with 31-200 workers create almost as many movies as these with greater than 5,000 staff Click To Tweet

Why It Matters: Vidyard believes that the spectacular variety of movies created by smaller organizations displays that firms consider elevated manufacturing helps them compete with greater companies. Also, Vidyard clarified that many corporations in the 31-200 group are doubtless startups or firms in a hyper-growth section. Videos might assist them capitalize on current momentum.

11. High-Tech Companies Produce an Average of 425 Videos Annually

Vidyard calculated the common variety of movies created every year for firms in specific industries. The high-tech sector got here out on prime with 425 movies created on common.

High-tech firms produce a median of 425 movies yearly Click To Tweet

Average Number of Videos Created by Industry

Average Number of Videos Created Per Company by Industry

Why It Matters: As talked about earlier, movies can present issues which might be onerous to describe in movies alone. Also, if a technical course of is complicated, folks might favor seeing a video to solidify their understanding. As such, it’s not tough to perceive why high-tech firms see movies as vital useful resource for reaching enterprise prospects.

12. People Watch the Most Videos in the Mornings if It’s a Weekday

Despite some fluctuations, individuals are more than likely to watch enterprise movies in the mornings if consuming the content material throughout a weekday.

People watch essentially the most movies in the AM if it is a weekday #videomarketing Click To Tweet

Video Viewing Patterns Throughout the Day

Video Viewing Patterns Throughout the Day

Why It Matters: You don’t need your movies to get misplaced in a crowded market crammed with fellow content material producers. Therefore, timing is the whole lot, and can doubtless stay essential for video advertising and marketing in 2020 and past. Perhaps individuals are most keen to take in enterprise movies in the mornings as a result of doing so doesn’t intervene with afternoon conferences. They might additionally determine that the morning works higher as a result of they’ll benefit from the content material earlier than getting deep into initiatives.

Valuable Video Marketing Statistics to Apply This Year

Hopefully, these statistics and takeaways have ignited your want to maximize your video advertising and marketing potential this yr. Regardless of your organization measurement or business, assembly milestones with movies is an end result inside your attain.

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