2023年视频商业基准报告（英）-37页_21mb

Summary of The State of Sales & Virtual Selling Report

Introduction

Video creation has significantly increased, with businesses using it for virtual connections post-2020. The report analyzes 2022 data from Vidyard's platform, showing a 29% increase in videos compared to 2021. It highlights trends in video production, engagement, and recommendations for various industries.

Key Findings

• Video Creation Growth: Over 1.77 million videos were created or uploaded in 2022, up 29% from 2021.
• User-Generated vs. Produced Videos: 72% of videos are user-generated (e.g., screen recordings or hybrid), while 28% are produced. User-generated videos dominate and have seen steady growth.
• Industry Trends: Financial services created the most videos (average 934 per company, 83% increase), followed by high tech and real estate.
• Company Size Impact: Larger companies (e.g., >5000 employees) created more videos, but smaller companies like those with 31-200 employees saw proportional increases in user-generated content.
• Video Length and Engagement: Average video length is 15:31 minutes. Shorter videos retain viewers better, with 66% watching videos under 1 minute to completion.

Video Creation and Publishing

• Industry Leaders: Financial services and high tech produce the most videos, with real estate and professional services showing significant growth.
• User-Generated Focus: High tech and financial services lead in user-generated videos. Real estate increased user-generated content by 155%, aided by hybrid videos.
• Company Size Analysis: Enterprises created more videos overall, but companies of all sizes increased user-generated video production significantly, with large companies seeing a 135% rise.

Video Content

• Produced Videos: Most common is product demos (47% of companies), followed by explainers and webinars.
• User-Generated Uses: Sellers primarily use videos for outbound prospecting (74% for BDRs/SDRs), followed by product demos and follow-ups. Viewers prefer short videos for better retention.
• Content Types: Marketing focuses on demos, webinars, and explainers, while sales uses videos for engagement and relationship building.

Video Engagement

• Viewer Behavior: 53% of viewers watch videos to completion; this rate decreases with video length. Shorter videos (under 1 minute) show the highest retention.
• Engagement Metrics: Videos under 1 minute have 66% completion rates. Longer videos (e.g., over 20 minutes) retain fewer viewers.
• Factors for Retention: Hybrid videos and clear CTAs improve engagement. CTR for in-video CTAs is 3.21%.

Recommendations for Video Creators

• Sales Teams: Use user-generated hybrid videos for prospecting; keep videos short and align with marketing. Tools like AI generators or digital sales rooms can enhance efficiency.
• Marketers: Create short videos (under 2 minutes for promotions; under 20 minutes for long-form) and use analytics tools for tracking.
• Industry-Specific Advice:
  • High tech: Focus on efficient user-generated videos; avoid complex productions.
  • Financial services: Use personal videos to build trust.
  • Manufacturing: Combine produced videos for demos with user-generated content for personal connections.
  • Professional services: Leverage quick videos for introductions and proposals.

Demographics

• Industry Participation: High in finance, real estate, and manufacturing, with varying creation rates based on resources and needs.
• Company Size Variations: Smaller companies benefit from low-effort user-generated videos, while larger ones invest more in produced content.

Conclusion

Video usage continues to expand, with user-generated content driving engagement. Businesses should prioritize short, personalized videos and integrate technologies for better ROI. Vidyard's tools support analytics and distribution for seamless implementation.