Video in Business: The 2017 Benchmark Report

Video is becoming increasingly important for businesses of all sizes. A recent report by Vidyard found that businesses that use video marketing are more likely to see a positive return on investment (ROI). The report also found that businesses that use video are more likely to:

  • Generate more leads
  • Increase sales
  • Improve customer satisfaction

The report analyzed data from over 500 businesses and over 600 million video streams. Some of the key findings of the report include:

  • The average business publishes 293 videos per year. This number includes a variety of videos, such as marketing campaign videos, event invitations, customer testimonials, on-demand webinars, product demo videos, and sales enablement videos.
  • Videos under 90 seconds have the highest retention rate. The average retention rate for videos under 90 seconds is 53%. This means that over half of viewers watch the entire video. Videos over 30 minutes have an average retention rate of only 10%.
  • Personalized videos have a higher retention rate than non-personalized videos. Personalized videos are those that are tailored to the individual viewer. For example, a company might create a personalized video for a potential customer that highlights the benefits of their product or service. The average retention rate for personalized videos is 35% higher than non-personalized videos.
  • The top 5% of videos have an average retention rate of 77%. These videos are typically well-produced and engaging. They are also relevant to the target audience.
  • The use of video analytics is on the rise. In 2017, 35% of businesses used intermediate or advanced analytics to measure the performance of their videos. This number is expected to increase in the coming years.
  • Businesses that produce 50 videos or more per year are more likely to use advanced video analytics. These businesses are also more likely to be increasing their video budgets in 2018.

The 2017 Video in Business Benchmark Report provides valuable insights into the use of video marketing by businesses. The report shows that video is a powerful tool that can be used to achieve a variety of marketing goals. Businesses that are not using video should consider doing so, as it can help them to improve their marketing results.

Here are some additional tips for businesses that are considering using video marketing:

  • Make sure your videos are high-quality. Your videos should be well-produced and engaging.
  • Tailor your videos to your target audience. Your videos should be relevant to the people you are trying to reach.
  • Use video analytics to measure the performance of your videos. This will help you to see what types of videos are resonating with your audience and make adjustments as needed.
  • Don’t be afraid to experiment with different types of videos. There are many different types of videos that you can use for marketing. Experiment with different formats and see what works best for your business.

Video is a powerful tool that can be used to achieve a variety of marketing goals.following the tips above, businesses can use video to improve their marketing results and reach their target audience.