USING WHAT YOU HAVE
‘The resources that companies use to create their produced videos are changing,’ the report claims. It’s not wrong. The year 2021 saw brands rely less strongly on external resources for video creation. A significant shift to self-made videos came from larger organisations, with external resource data dipping 42% since last year. Midsize businesses saw a combination of the two, while smaller companies continued to rely chiefly on internal resources to create their video content.
Resources used for business video production
Small (200 or fewer employees) Medium (201 to 599 employees) Large (More than 600 employees)
Combo of internal and external resources
DEFINING THE CONTENT
So far, we have discussed video in the broadest way imaginable. It’s important to populate these figures with information surrounding content trends.
Significantly, 53% of organisations reported some form of live or synchronous video in the last year – including live streams, virtual events and live webinars.
Types of videos businesses have already invested in
20% Thought leadership
19% Paid video ads
35% 1:1 user- generated videos
51% Product demos
45% Training videos
39% Customer testimonials
Source: State of Video Report, March 2022, Demand Metric,
25% On-demand webinars
26% Culture videos
53% Live video
48% Social video
sponsored by Vidyard
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