What You Need to Know About B2B Video in 2018

What You Need to Know About B2B Video in 2018

Vidyard’s 2018 Video In Business Benchmark Report takes an in-depth look at how the corporate sector uses video in sales and marketing. Most People Use Desktop Browsers to View Business Videos Although it’s correct mobile video viewership is on the rise, Vidyard’s report revealed that desktop viewing still reigns supreme compared to video views originating on mobile devices. Specifically, 89 percent of business-related videos were viewed on desktops, with only 11 percent of them seen on mobile devices. You may even want to capitalize on the finding by creating videos that are especially impressive when viewed on larger desktop screens, or those featuring minute details that viewers might not notice — or at least fully appreciate — on smaller screens. If you have a team of marketers working on video content during the weekends, it’s not ideal for them to post the material during those times. A look at all organizations represented within Vidyard’s dataset found that the average number of videos published by an organization was 377 — equating to more than one per day throughout a year. Company Revenue Is Not a Barrier to Publishing Frequency Part of the Video in Business Benchmark Report examined how much a company’s annual revenue dictated the number of videos they published per month. And if everyone is creating product videos, differentiate your organization by creating videos with emotion, too. Furthermore, the substantial changes between this year and last indicate rapid adaptation to user needs. And if you haven’t already, make sure to download Vidyard’s Video in Business Benchmark report now.

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b2b video 2018

You know that video is an essential part of your overall content marketing strategy. Vidyard’s 2018 Video In Business Benchmark Report takes an in-depth look at how the corporate sector uses video in sales and marketing.

The research represents more than 600 businesses and over a quarter-of-a-million videos analyzed over a one-year period. The findings do not include organizations that monetize video content or produce it as the primary aim of their companies.

Here are 6 key things you must know about video, straight from Vidyard’s benchmark report.

1. Most People Use Desktop Browsers to View Business Videos

b2b mobile vs desktop views

Although it’s correct mobile video viewership is on the rise, Vidyard’s report revealed that desktop viewing still reigns supreme compared to video views originating on mobile devices.

Specifically, 89 percent of business-related videos were viewed on desktops, with only 11 percent of them seen on mobile devices.

Why It Matters: Platforms like Instagram’s IGTV cater to people who want to watch videos on their phones, and brands are indeed taking advantage of the relatively new platform. However, this statistic proves how essential it is to make sure your marketing team isn’t putting too much of a focus on video for mobile users.

You may even want to capitalize on the finding by creating videos that are especially impressive when viewed on larger desktop screens, or those featuring minute details that viewers might not notice — or at least fully appreciate — on smaller screens.

2. B2B Viewers Are More Likely to Watch Your Content on Weekdays, Not Weekends

b2b video views day week

Considering you’re learning about a report covering business videos and many people have weekends off, it’s probably not surprising that only seven percent of view counts occurred on Sundays, and the viewership is merely a percentage point more on Saturdays. In contrast, 18 percent of views happened on Tuesday, Wednesday or Thursday.

Why It Matters: You may assume that because people often have more free time on weekends than during the week, they’ll use it to view your videos, but this study contradicts that notion.

If you have a team of marketers working on video content during the weekends, it’s not ideal for them to post the material during those times. Instead, they should make sure the videos are ready to go no later than Thursday for optimal viewership potential.

b2b video views - weekdays
3. Companies Are Posting More Videos Than Last Year
number of videos published

A look at all organizations represented within Vidyard’s dataset found that the average number of videos published by an organization was 377 — equating to more…

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