Distribution channels where video content is used
DISSECTING DISTRIBUTION
63% Social media 63% Website
Shocking discovery (note the sarcasm): social media and websites continue to dominate on the distribution front in 2022. But the report emphasises that YouTube has taken a hit for the first time, shoved reluctantly down the order by the ‘sales and customer conversations’ segment. This only works to emphasise the power of video as a sales tool, with its ability to capture prospective customers’ attentions and nail down deals.
59% Sales and customer conversations 54% YouTube 48% Training 47% Landing pages 47% Marketing emails 36% Internal communication channels
Source: State of Video Report, March 2022, Demand Metric,
sponsored by Vidyard
0
0-60s
34% 22% 13%
Video length distribution
THE LONG AND SHORT OF IT
121-240s 61-120s 241-600s 601-1200s
8% 4%
1201s+
18%
In 2021, the average length of video was nine minutes, 58 seconds – a perceptible jump from 2020’s average of six minutes. This doesn’t mean the exponential growth of short-form video isn’t present, with 56% of videos under two minutes long.
50
25
REAPING THE BENEFITS
WATCH THIS VIDEO WITH QR CODE
It comes as little surprise that video is one of the most powerful, commercially driven marketing tools on offer; and it seems like making that first decision to implement it is the easiest part. The challenge comes, as this report reveals, with making sure you take full advantage of the results promised. Whether it’s tailoring the length of content in tandem with your market’s preference, or being savvy with your production path, if used deftly, video can be a catalyst for any business wanting a fast track to the next stage of success.
Take a look at the full report from Vidyard by heading to: vidyard.com/business-video-benchmarks
LEARN MORE ON B2B TRENDS IN 2022
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