2022年视频业务基准报告

vidyard2O22VIDEOINBUSINESSBenchmark Report IntroductionThought2020wouldbetheAnd this is the prevailing line of thoughthigh-water mark for video?across the industry. Sales experts and trainersThink again.recommend that reps start using video foroutreach; marketing teams increasinglyfunnel investment into video content; internalEventhough2021sawcommunicators find video indispensable fororganizations startingtheirconnecting a hybrid or fully remote workforce.return toward business as usual,video uptake continued to grow,As the use of video becomes increasinglypervasive, it's important to understand howAfter buyers were thrust into virtual-firstbusinesses are using it, so we can determine thepurchasing experiences during the pandemic,best practices that guide effective video efforts.many concluded that they actually preferTo that end, we're bringing you our fifth annualbuying remotely.Video in Business Benchmark Report, This studyanalyzes the way businesses use video to supportWhat does that mean for business teams, eventheir sales, marketing, and communicationinitiatives.as the world returns to normal? So far, therehasn't beenand likely won't bea snap backto the pre-pandemic status quo, New tools andThese findings are based on first-hand dataapproaches are necessary to reach and convertcollected from a sample of Vidyard customers,customers.including more than 1,350,000 videos overa 12-month period, from January 1, 2021 toIn this vacuum, video has cemented itself asDecember 31, 2021. This year's report alsoone of the most important tools for sellers,marks the first time we have investigated themarketers, and internal comms teams to master.types of live video that companies are using inAs we found in our 2022 State of Video Report,order to better understand its place in the video93% of people say that video converts the samelandscape.or better than other forms of content. Thus,teams of all sizes are striving to fold video intoThis data is supplemented by findings fromthe core of their business operations.the 2022 State of Video Report conducted byDemand Metric and Vidyard. The insights in thereport are also supported by findings from ourannual customer survey.VIDEO IN BUSINESS SENCHMARK REPORTN Key TakeawaysThis reportispacked with6. The most common types of videosfascinatinginsights.Hereare afewwere brand videos, live videos, andthat we found the most compelling:product videos, The most common videodistribution channels were social media,sales prospecting and conversations, andOverall video creation increased 178% incustomer conversations and support.1.2021compared to 2020.7.The average video created in 2021 was80% of all videos created in 2021 were9 minutes and 58 seconds long—the2.usergenerated, versus 60% in 2020.second year in a row where video lengthwent up.3.Companies created far more user-generated video this year. (High notes:8.When controlling for all video lengths,High tech grew 113%, retail grew 231%, and54% of viewers watched a video all thecommunications grew 607%.) On the otherway to the end. (That's up from 45% inhand, the creation of produced video was2020.) For videos under 60 seconds inlargely down across the board.length, 62% of viewers watched throughto the end; conversely, only 26% finished81% of the videos created by companiesa video over 20 minutes long.4.For companies over 600 employees, 75% of9.83% of companies used some formall videos were user-generated.of video analytics, up from 73% in2020. The most popular analyticsLarge and medium companies moved awayfunctionalities were video performance5.from external video creation, focusinganalytics, in-video calls to action, andinstead on leveraging a combination ofchannel performance analytics.internal and external resources. Smallbusinesses continue to concentrate oninternal video creation.VIDEO IN BUSINESS SENCHMARK REPORT ContentsIntroduction2Key TakeawaysChapter01Video Creation and Publishing5Total Videos Created6Average Number of All Videos Created by IndustryAverage Number of User-Generated Videos Created by Industry9Average Number of Produced Videos Created by Industry11Average Number of Videos Created by Company Size13Average Number of User-Generated vs, Produced Videos Created by Company Size14Video Production Resources16Chapter02Video Content17Video Type18Video Distribution19Top Video Distribution Channels Based on Role20Video Length21Chapter 03Video Engagement22Engagement and Attention Span22Chapter04Video Analytics25Use of Video Performance Analytics26How We Define These Categories of Measures28Chapter05Demographics29DemographicsAbout Vidyard31 CHAPTER01Video Creationand Publishing TotalVideosCreatedVideo creation increased 178% in 2021. ln total, over 1.3 million videos were created with oruploaded to Vidyard in 2021. (Compare that to approximately 760,000 in 2020.)What tools are businesses using to create their videos? To answer that, we compared thepopularity of videos created using Vidyard's screen recording tool (what we cal