The Vidyard 2021 Benchmark Report Covers the Latest Trends in Video Marketing. Here’s What It Says.
If you’re a brand manager or business owner who does video marketing (doesn’t everyone these days?), it’s important to keep up with the latest trends in video marketing.
Several companies publish surveys or reports about video, and Vidyard, a video platform designed for business, is one of the most anticipated.
In fact, they just posted their latest study—the Vidyard 2021 Video In Business Benchmark Report.
Click the link to download the entire report, or keep reading for the key takeaways.
More Video Creation
Here’s one of the key insights. According to Vidyard, total videos created by businesses in 2020 increased 135% compared to 2019.
What’s more, 60% of videos created were user-generated or user-recorded—128% more than 2019.
That’s an important distinction. Many sales organizations use Vidyard to send one-on-one sales videos to prospects and customers.
Remember, Sales and Marketing professionals approach video very differently (as I wrote about here). Vidyard offers a screen recorder tool for creating one-on-one sales videos, which may have impacted their results.
Here’s another interesting statistic—according to Vidyard’s study, user-generated video creation increased 44% in the second quarter of 2020. That’s just when the COVID-19 pandemic and lockdowns were ramping up.
Videos By Company Size
Yet another key finding—the average frequency of video production is greatly affected by company size.
Companies with more employees tend to produce more videos (user-generated included). According to Vidyard, large enterprises averaged more than 1,300 videos in 2020—that’s 149% more than in 2019.
Smaller businesses remained at similar production rates compared to years past.
Videos By Industry
According to Vidyard, more and more industries are embracing video marketing. Each year, that diversity shows up in their survey results.
In years past, High Tech has always been #1 for video creation, but this year, two more industries moved up the chart. Financial Services and Education/Public Services increased 129% and 203% respectively, compared to 2019.
Produced videos (marketing videos) are a slightly different story. According to Vidyard, companies in the Retail and Consumer Products industries out-published High Tech in produced videos.
Types of Video
According to Vidyard, the most popular types of business videos in 2021 are Product Demos, How-To’s, Explainer Videos, and Webinars.
For example, How-To Videos increased 50% over the 2019 results.
One thing all of the top video types have in common is they’re educational. They’re designed to educate consumers, which aligns with the larger trend toward online shopping and self-serve buying experiences.
Training Videos are also high on the list. Once again, no surprise—half of respondents reported using Training Videos in their organizations to onboard new employees working remotely.
Distribution of Videos
In digital marketing, video is a powerful type of content that can be used across a wide range of channels.
According to Vidyard’s survey, 94% of respondents said video converted the same or better than any other form of content.
In B2B marketing, the most popular distribution channels for video in 2021 are Social Media, Websites, and YouTube.
Sales and Customer Conversations showed a big increase compared to 2019—a 93% increase. Those are the one-on-one sales videos mentioned earlier.
Internal Communications also saw an increase—27% over 2019. This can most likely be attributed to the growth of “work at home” programs during the pandemic.
The Latest Trends in Video Marketing
Those are the key insights I found in Vidyard’s latest Benchmark Report. Of course, there’s plenty of additional information in there.
If you’d like to download the full report, here’s a link to their landing page.
ABOUT THE AUTHOR
Harry Hayes is the owner and executive producer at Content Puppy Productions. Before starting his business, he spent 20+ years as an advertising writer and creative director.