12 Video Marketing Statistics You Need to Know in 2020

12 Video Marketing Statistics You Need to Know in 2020

2020 is just getting started, and now is an ideal time to look
at some video marketing statistics to shape your marketing
plans.

In this post, we’ll dive into
Vidyard’s Video in Business Benchmark Report
and explore 12
key video marketing statistics from the research.

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

If you’re creating videos primarily for a business-to-business
(B2B) audience, keep in mind that 87% of the views for such content
still happen on desktop devices. Mobile views for B2B content are
rising, but desktop views reign supreme. This statistic makes sense
since most B2B audiences watch such videos at work.

The platform of choice for business video viewing is desktop 87%
of the time. #B2B #videomarketing @vidyard

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Desktop vs. Mobile Views for Business Video

Desktop vs. Mobile Views for Business Video Viewing

Why It Matters: The Vidyard report points out that
designing videos for a desktop platform gives companies access to
more features that make for a compelling viewing experience. You
should not overlook responsive design, however, because keeping
multiple screen sizes in mind ensures the content looks fantastic
no matter how a person views it.

2. 22% of Business Video Views Happen on Thursdays 

People have fierce debates about what day to publish their
content, videos or otherwise. Vidyard’s data shows that most
business video views — 22% — occur on Thursdays. The next
most popular day was Wednesday at 18%.

22% of business video views happen on Thursdays
#videmarketing

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Business Video Views by Day of the Week

Business Video Views by Day of the Week

Why It Matters: Businesspeople likely feel the
middle-to-end of their workweek provides the best opportunity to
get engrossed in
video content
. They’ve probably already dealt with all the
urgent issues that arrived over the weekend, for example. Some may
also want to look at content late in the workweek so that they can
casually ponder the issues raised during their more-relaxed
weekends.

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

It’s understandably challenging for companies to decide which
videos to create for business audiences. However, 56% of the time,
they choose to make webinars. Demos and social media videos follow
webinars, accounting for 52% and 51% of the videos that received
company investment.

The preferred video content type for businesses is a webinar in
56% of cases #videomarketing

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Types of Video for Businesses

Types of Video for Businesses

Why It Matters: The Vidyard report also cites a statistic
from InsideSales, whereby 73% of marketing and sales leaders
mentioned webinars as one of the best ways to achieve quality lead
generation.

Another high point that makes
webinars
especially attractive is there are several types used
to drive profits. One is a webinar series, and it could attract
more people to a business over time. Opportunities also exist for
participants to weigh in about future topics. Nanomechanics, Inc.
took that approach with a
webinar series about nanoindentation
, which is a technique for
measuring the mechanical properties of thin films.

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

Companies distribute videos through a wide range of channels,
including YouTube, social media and email. However, the method they
choose 85% of the time is through their website, according to
Vidyard.

Companies distribute video content through their websites 85% of
the time #videomarketing

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Popular distribution channels for business video

Popular distribution channels for business video

 

Why It Matters: Vidyard’s finding is not surprising. If
brands host videos on their website, the likelihood goes up that a
viewer could come across other online content.

KPMG, the multinational auditing, tax and advisory company, even
uses video to directly speak to business people who might
be looking for a change
 in career or work environment. The
company’s website features several videos profiling what it’s
like to work at the business. High-quality corporate videos
work well
for showcasing achievements
that make somewhere an appealing
place to work. They also convey things that words can’t.

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

Evidence suggests that video marketing in 2020 will be all about
keeping the content short and sweet. The Vidyard report confirms
that 73% of videos clock in at two minutes or less. Only 2% are 10
to 20 minutes long.

73% of business videos are two minutes or less in length
#videomarketing

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Average Video Length

Average Video Length

Why It Matters: We all tend to have perpetually busy
schedules. This Vidyard statistic seems to indicate that the goal
is to get viewers to stay engaged until the content’s end. The
authors of the research suggest that businesses may have data
showing that retention rates are highest with short videos compared
to longer ones.

Vidyard mentions that the trend toward shorter videos did not
start recently — it cited video statistics going back to 2016.
In some cases, this characteristic of videos geared toward business
people began earlier.

Take the example of the now-defunct service called BriefMe. It
offered a news-ranking service that helped people with packed
schedules figure out which news articles to read first. The
company had a 2015 YouTube
video that was
 one minute and 39 seconds long. They had an
early understanding that time-strapped people want information but
don’t necessarily have lots of time to digest it.

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

Vidyard’s study indicated that an increased dependence on
ultra-detailed metrics might be in the cards for video marketing in
2020. Only 15% of respondents said they did not use any data to
gauge the success of a video marketing campaign. Even so, only 11%
depend on advanced metrics, such as heat maps and viewer drop-off
rates.

Only 15% of businesses do not use metrics to measure video
effectiveness #video

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Video Content Measurement

Video Content Effectiveness Measures in Use

Why It Matters: Although more companies are warming up to
the idea of video marketing, some still show reluctance. The
ability to access metrics at any point in a campaign can teach
businesses what’s working and what may require tweaking. As
marketers get more comfortable with using basic metrics, such as
consumption measures, they should gradually feel more comfortable
about deploying in-depth insights with more value.

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
people would watch a video in full as long as they don’t need to
take more than a minute to do so. However, the figure drops by 18%
if a video is 61 to 120 seconds in length.

68% of people will watch a full #video if it’s a minute long or
less

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Engagement by Video Length

Engagement by Video Length

Why It Matters: Viewers may not feel compelled to sit
through content in its entirety if it requires too much time. As a
video marketer, you must take care to get your points across early
and in a straightforward manner. That’s especially crucial to do
if you have not yet established a trustworthy relationship with
viewers.

8. 52% of Small and Medium Businesses Use Both Internal and
External Resources to Create Videos

As you can see from Vidyard’s graph below, small and medium
companies collectively use external and internal resources to meet
their video production goals, with medium-sized businesses doing so
slightly more often. Together, these businesses use a combination
of resources 52% of the time.

52% of small and medium businesses use both internal and
external resources to create videos

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Resources Used for Business Video Production

Resources Used for Business Video Production

Why It Matters: Companies increasingly realize it’s
smart to see what they can accomplish in-house, then select outside
assistance to fill in gaps. However, companies of all sizes
frequently depend solely on internal teams. Vidyard’s report
suggests that companies are upping their investments in video
production by either upskilling current employees or hiring video
experts.

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

You may expect to see a surge in videos at the start of the year
and total percentages per month gradually decreasing. However, in
2018, the rates for videos published per month went up throughout
the year, peaking in October at 13%.

13% of the business videos published for the year appeared in
October #videomarketing

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Business Videos Published by Month

Business Videos Published by Month

Why It Matters: Vidyard noted that several of the
highest-volume months for video publication corresponded with the
biggest seasons for conferences. Companies must unveil a carefully
coordinated marketing effort
associated with such events,
whether they are organizing them, serving as sponsors or appearing
within the event’s lineup as vendors or speakers. Videos can
easily become a part of such campaigns, mainly 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 may think that a company’s size determines its video
production capabilities, but that’s not necessarily true. As you
can see from the bar chart below, companies with at least 5,000
employees created only 28 videos more than those with a team member
count in the 31-200 range.

Companies with 31-200 employees create nearly as many videos as
those with more than 5,000 workers

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Why It Matters: Vidyard believes that the impressive
number of videos created by smaller organizations reflects that
companies believe increased production helps them compete with
bigger businesses. Also, Vidyard clarified that many firms in the
31-200 group are likely startups or companies in a hyper-growth
phase. Videos could help them capitalize on existing momentum.

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

Vidyard calculated the average number of videos created each
year for companies in particular industries. The high-tech sector
came out on top with 425 videos created on average.

High-tech companies produce an average of 425 videos
annually

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Average Number of Videos Created by Industry

Average Number of Videos Created Per Company by Industry

Why It Matters: As mentioned earlier, videos can show
things that are hard to describe in videos alone. Also, if a
technical process is complex, people may prefer seeing a video to
solidify their understanding. As such, it’s not difficult to
understand why high-tech companies see videos as a must-have
resource for reaching business customers.

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

Despite some fluctuations, people are most likely to watch
business videos in the mornings if consuming the content during a
weekday.

People watch the most videos in the AM if it’s a weekday
#videomarketing

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Video Viewing Patterns Throughout the Day

Source: FS – Social Media Blogs A
12 Video Marketing Statistics You Need to Know in 2020