The State of Video Research Report

Resource Overview

This annual research effort aims to examine the use of video in business, how it’s measured, and its impact. This year’s report provides insights that will help your team understand how to leverage video and measure its effectiveness.

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OVERVIEW

As businesses across all industries continue to adapt to the “new normal,” video usage remains strong in all roles during the digital transformation. Vidyard and Demand Metric have explored the state of video every year since 2014.

This annual research effort aims to examine the use of video in business, how it’s measured, and its impact. This year’s report provides insights that will help your team understand how to leverage video and measure its effectiveness.

It also shows the importance of having a unified video strategy across the business—bringing together your sales, marketing, and customer experience teams under one umbrella. The following report summarizes the results of this year’s survey and shares insights from over 700 study participants.

 

KEY FINDINGS

KEY FINDING 01 - Video plays a crucial role in the content mix across organizations.

82% of respondents report that video, as a form of content, is becoming more important to their organization.

KEY FINDING 02 - Video remains a top performer for driving conversions.

Nearly 70% of sellers say that video converts better than any other form of content they use, and customer experience professionals report even higher success rates. Overall, 93% of study participants believe that video converts the same or better than other forms of content.

KEY FINDING 03 - The use of video has grown exponentially in recent years.

The percentage of respondents who report that their company creates more than 51 videos each year has increased by 261% over the past two years.

KEY FINDING 04 - Video distribution channels have evolved.

The use of video in sales and customer conversations was reported by 59% of teams, outranking the distribution of video on YouTube for the first time in this study’s history.

KEY FINDING 05 - Sales teams make personalized video content a priority.

Sales teams are more likely than marketing and customer experience teams to prioritize the use of video platform features that enable users to create personalized video content.

KEY FINDING 06 - Tech stack integrations are key for driving sales success.

Nearly 80% of sales teams recognize the importance of integrating their video creation and sharing tools with sales engagement technology.

KEY FINDING 07 - There is a strong relationship between measurement and satisfaction with video.

Brands that use advanced video metrics are over 2x more likely to report satisfaction with video, compared to those who don’t use any measures of content effectiveness.

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