FEED Autumn 2022 Newsletter

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

58%

Small (200 or fewer employees) Medium (201 to 599 employees) Large (More than 600 employees)

44%

42%

37%

35%

23%

21% 21%

19%

External resources

Combo of internal and external resources

Internal 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

40% Explainers

39% Customer testimonials

Source: State of Video Report, March 2022, Demand Metric,

25% On-demand webinars

26% Culture videos

53% Brand

53% Live video

42% How-tos

48% Social video

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