Vidyard-2021年商业视频报告（英文）-2021.5-31页_5mb

2021 Video in Business Benchmark Report Summary

Core Content

This report highlights the growing importance of video in business operations, particularly in the context of the shift to digital-first approaches driven by the pandemic. It provides insights into video creation, content types, engagement patterns, analytics usage, and demographic trends across various industries and company sizes.

Key Takeaways

• Overall Video Creation Growth: Total video creation increased by 135% in 2020 compared to 2019.
• User-Generated Video Rise: 60% of all videos in 2020 were user-generated or user-recorded, up from 40% in 2019.
• User-Generated Video Growth: The number of user-generated videos increased by 128% in 2020, with a 44% spike in Q2.
• Video Length Trends: The average video length in 2020 was 6.06 minutes, up from 4 minutes in 2019.
• Engagement Metrics: On average, 45% of viewers watched videos to the end in 2020, down from 52% in 2019.
• Video Types: The most common video types include product demos, how-to videos, explainers, and webinars. How-to videos saw a 50% increase, while one-to-one videos experienced a 471% year-over-year growth.
• Distribution Channels: Social media, websites, and YouTube are the most popular channels for video distribution.
• Video Analytics Adoption: 73% of companies use video analytics, with those utilizing advanced features reporting higher satisfaction with their video investments.
• Company Size and Video Creation: Larger enterprises (more than 5,000 employees) created an average of over 1,300 videos in 2020, up 149% from 2019. However, smaller organizations (under 200 employees) are more reliant on user-generated content, with 75% of their video content being user-generated.
• Internal Resources Growth: Over half of small and medium companies are now using internal resources for video production, with a 19% increase in internal investment over 2019.
• Industry Trends: High-tech, financial services, and education and public services industries led in video creation, with high-tech being the top for user-generated content (339 average videos per company). Retail and consumer goods companies slightly outperformed in produced video content.
• Video Usage in Sales: The use of video for sales conversations increased by 93% in 2020, reflecting the necessity of asynchronous communication.
• Internal Communications: Internal video use also increased by 27%, as remote work became the norm.
• Video Analytics Importance: Video performance analytics is considered the most valuable feature by businesses, with advanced analytics users reporting better ROI.

Video Creation and Publishing

• The report breaks down video creation into user-generated (recorded via Vidyard screen recorder) and produced (uploaded or created by external teams).
• High-tech companies created the most user-generated videos (339 average per company), while retail and consumer goods companies led in produced content.
• User-generated video creation grew significantly, especially in Q2 and during lockdowns, indicating a shift towards digital-first communication.
• The distribution of video creation across company sizes became more even, suggesting that more employees are involved in video production.

Video Content

• Common Video Types: Product demos, how-to videos, explainers, and webinars are the most frequently used.
• Growth in Video Types: How-to videos increased by 50%, and one-to-one videos grew by 471%.
• Video Lengths: Most videos are under 2 minutes, with a notable increase in videos over 20 minutes, likely due to the rise of virtual events and longer educational content.

Video Engagement

• The average viewer retention rate was 45% in 2020, down from 52% in 2019.
• Shorter videos (under 60 seconds) had the highest completion rate (58%), while videos over 20 minutes had the lowest (24%).
• Engagement data can be used to inform the placement of calls-to-action (CTAs) within videos to improve viewer retention and conversion.

Video Analytics

• Basic Analytics: Measures like views and shares are easy to track but limited in their ability to measure ROI or engagement.
• Intermediate Analytics: Includes metrics like average viewing duration, offering deeper insights into viewer behavior.
• Advanced Analytics: Features such as drop-off rates, heat maps, and sales pipeline attribution allow for precise measurement of video impact and ROI.
• Companies using advanced analytics reported higher satisfaction with their video investments, indicating the value of in-depth data.

Demographics

• The report is based on data from 760,000 videos created by Vidyard customers between January 1, 2020, and December 31, 2020.
• Geographic Distribution: North America, particularly the United States, had the highest concentration of video viewers.
• Company Size Distribution:
  • 29% of companies had 0–30 employees.
  • 31% had 31–200 employees.
  • 14% had 201–600 employees.
  • 17% had 601–5,000 employees.
  • 10% had more than 5,000 employees.

About Vidyard

• Vidyard is a video platform designed to help businesses create, publish, and analyze video content.
• It emphasizes the importance of video engagement data in improving lead quality, sales performance, and overall business outcomes.
• The platform offers tools to enhance lead scoring, segmentation, and conversion through video analytics.
• Vidyard encourages businesses to leverage video for lead generation, sales, and internal communication.

Conclusion

The 2021 Video in Business Benchmark Report underscores the transformative role of video in modern business operations. With the shift to remote work, video has become a critical tool for communication, education, and engagement. The report highlights the growing trend of user-generated content, the importance of analytics in measuring video impact, and the evolving preferences of businesses across various sizes and industries.