Did you know that almost 90 percent of digital marketers use video as part of a marketing strategy? Clearly, it’s working because 90 percent of customers say video helps them make decisions and 64 percent say that it makes them more likely to buy. Whether you’re a video marketing novice looking to get started or a video marketing expert looking to up your game, understand how businesses use video can help. This is where Vidyard’s 2018 Video in Business Benchmark Report comes into play.
The annual benchmark report has become a highly anticipated analysis of the data at hand. What can marketers glean from the 2018 Video in Business Benchmark Report? Let’s break it down.
For an at-a-glance look at the findings, here are the key takeaways:
There’s a lot more than bullet points to get out of the 2018 Video in Business Benchmark Report. Let’s do a deeper dive and find out what the data is telling us about video in business.
Mobile is a huge and growing market. It’s where a lot of action is. But don’t make too many assumptions on that score. One of the more surprising findings in this report: When it comes to B2B video content, 89 percent of viewing is happening on laptop/desktop browsers and only 11 percent on mobile devices.
So, while you should produce content that is suitable for mobile-viewing, know that most of your leads will likely come from a desktop. The bottom line is leveraging videos for B2B lead generation is a must.
How many videos are getting produced? The average number of videos published by an organization was more than 1 per day at 377. Often, these are not slickly produced, expensive content pieces, but rather quick demos or product information videos put together by employees in sales, marketing or other departments within the organization.
Not surprisingly, smaller companies are more likely to rely solely on in-house production, and enterprise level tend to outsource this task.
If you want to learn more about producing videos download: Six Steps to Kick Start Your Video Marketing.
Are you asking yourself how can companies come up with so many ideas to produce multiple videos a day? The graph below gives a fine-grain look at types of videos being produced. Demos and product videos, no surprise, top the list with How-tos and explainers are a popular choice as well.
The 2018 Video in Business Benchmark Report has some interesting stats on the 3 most popular types of video related to distribution method. You’ll see that while product videos perform well on landing pages, websites and in social media, demos take the top spot when shown in emails and as part of a sales conversation.
Want to learn more about distribution? Read: Top Video Marketing Distribution Trends Marketers Need to Know.
51 percent of respondents report using some sort of basic analytics tools like views or shares. 13 percent use no analytics whatsoever. The percentage of companies who don’t bother has decreased rapidly over the past year. Lesson: If you are putting the effort into making the videos, you should find out what good it is doing you.
Take a closer look at the 2018 Video in Business Benchmark Report. My biggest takeaway: Moving forward, utilizing analytics tools will be the difference between churning out video content and making a difference in sales and affinity for your business. Kowing views and shares data is great, but to stay ahead of the competition, data on location, viewer drop-off rates, viewing heat maps or attribution to sales pipeline. The more precise the data, the more exactly you know the impact on revenue and ROI.