The Science Behind Effective Business Video Marketing

The Science Behind Effective Business Video Marketing

Recent research indicates that nearly 75% of businesses utilize video marketing as an integral part of their sales and marketing strategy, primarily to enhance engagement. However, do viewers truly find these videos engaging? The latest Vidyard Video in Business Benchmark Report examines completion rates for business-related videos and provides insights into various video benchmarks.

Business Video Report

Video Length Matters

The average duration of business-related videos on Vidyard’s platform has steadily increased over the years from 4 minutes in 2019 to slightly over 6 minutes in 2020, nearly 10 minutes (9:58) in 2021, and 15 minutes and 31 seconds last year. Notably, 60% of videos created for business purposes, such as supporting sales, marketing, and communication efforts, are 2 minutes or less in length. Among these, 35% are up to one minute long, and an additional 25% range from 1 to 2 minutes.

Interestingly, although the average video length has risen, there’s a trend toward shorter videos. Vidyard’s data shows an increase in the share of videos up to 10 minutes long and a decrease in the proportion of longer videos. The most notable shifts include a rise in videos lasting 2 to 4 minutes and a decline in those exceeding 20 minutes.

Engaging Viewers

Vidyard recommends that businesses aim for videos under 2 minutes in length (except for webinars). This is due to a significant drop in viewer engagement as videos become longer. In fact, videos lasting more than 2 minutes generally experienced either flat or decreasing completion rates compared to the previous year.

Completion rates were highest for videos lasting 1 minute or less (66%, up from 62%). Videos spanning 1 to 2 minutes also showed solid engagement, with an average completion rate of over 50% (56%, consistent with last year). For videos lasting 2 to 10 minutes, 50% of viewers watched until the end, a decrease from the previous year’s 55%. Videos lasting 20 minutes or more had a completion rate of 22%, down from 26% in 2021.

Additional Business Video Insights

Beyond video length and completion rates, the study offers various benchmarks for business-related videos on Vidyard’s platform in 2022. Here are some key findings:

  1. Video Creation: Video creation for business purposes increased by 29% year-over-year on Vidyard’s platform, with 72% of those videos being user-generated (created using Vidyard’s video tools).
  2. Industry Differences: The number of videos published by businesses varied by industry. Financial services (average of 934 videos per business) and high tech (917) were the most prolific, while communications businesses produced the fewest (103).
  3. Company Size Matters: Companies with over 5,000 employees published an average of 1,779 videos in 2022, a 55% increase from 2021. Those with 601 to 5,000 employees published 1,211 videos, marking a 22% increase. Smaller companies (600 or fewer employees) created fewer videos, with businesses having 0 to 30 employees publishing an average of 310 videos.
  4. Popular Video Types: The most common types of produced videos that marketers invested in are product demo videos (47%), followed by explainers (35%), recorded webinars (33%), and how-to videos (31%).

Video marketing for businesses is evolving, with shorter videos garnering higher engagement rates. Understanding these trends and benchmarks can empower businesses of all sizes to create effective and engaging videos tailored to their target audiences.

About the Data: The information for the report was collected from anonymized video creation data from a sample of Vidyard customers, representing 1.778 million videos. The data encompasses the time period of January 1, 2022 to December 31, 2022.

Need assistance with your video production and marketing? Schedule a call or email Lori Berson at

BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.



Most Widely Used Video Types Used by Marketers  [Study]

Most Widely Used Video Types Used by Marketers [Study]

According to Vidyard and Demand Metric report, more than 8 in 10 marketing, sales, and customer experience executives say that video is becoming more important as a form of content in their organization

Widely Used Video Types

Overall Video Creation Increased 178% in 2021 Compared to 2020

 Key Takeaways

1. Brand and Social Media Videos Are Widely Used by Marketers

The most common type of videos are brand videos (53%), followed by demo or product videos (51%), social media videos (48%), training videos (45%), and how-to videos (42%). The popularity of social media videos speaks to social’s presence as a leading distribution platform: 63% of respondents distribute videos on social media sites, equal with websites as the top area for posting videos.

80% of All Videos Created in 2021 Were User-Generated, Versus 60% in 2020

The top video types differ by role. For example, a large share of sales teams will invest in user-generated videos, while customer experience teams show a strong inclination to invest in how-to videos.

The Average Video Created in 2021 Was 9 Minutes and 58 Seconds Long

Among marketing respondents, the video types used by a majority are brand (71%), social media (64%), and demo or product (60%) videos, while close to half use training videos (48%) and customer testimonials (46%). Although how-to videos did not feature among the top 5 for marketers in this study, previous research indicates that they are often used by B2B content marketers, who find video to be among their most effective top-of-the-funnel demand generation tactics.

2. Half of The Marketers Say Video ROI is Improving
7 in 10 respondents across job roles said that video performs better than other content types they use or have used in producing their desired results, a figure 10 times higher than the share (7%) who say that video performs worse.

Additionally, two-thirds of respondents report that video’s ROI is either getting better (45%) or staying the same (21%), though 3 in 10 don’t know. Marketers are the most optimistic about video ROI, with about half (49%) saying that it is improving, and another fifth (21%) reporting steady results.

Prior research suggests that videos have performed better than other content types such as long articles, livestreaming content, and podcasts, though fewer content marketers in that study found video to be as effective for them as virtual events and research reports, among others.

3. Video Viewing Data Deemed Important for Lead Scoring and Nurturing
Three-quarters of sales respondents believe that it would be important for the sales team to access video viewing data to qualify leads, engage prospects, or influence specific deals. Marketers largely agree, with two-thirds recognizing the importance of such data to lead nurturing efforts.

Currently, roughly 1 in 5 (21%) respondents say that their sales team uses video viewing data to a great extent to qualify leads, engage prospects, or influence specific deals, while about one-third say the sales team does so to a moderate extent (34%) and one-quarter (26%) to a slight extent.

Integration of this data would help, yet remains in its infancy: only slightly more than 1 in 3 respondents (36%) say that they have integrated video viewing data into their marketing automation platform (MAP) and/or customer relationship management (CRM) system, although another half (49%) claim that they are planning to integrate this data.

4. Video Production Proves Difficult
While various teams within the organization are requesting and creating video content, marketing has the biggest role to play, and is the only team that a majority identified as both requesting (63%) and creating (65%) this form of content.

Although most medium- and large-sized companies use external resources to some degree to aid in their video creation efforts, only a minority of smaller companies do so.

This could prove problematic, as video production is a challenging affair. When asked which barriers or roadblocks respondents are facing in successfully leveraging video to help achieve business goals, the top 4 (equally cited) all involved production to some extent:

  • Producing professional quality video that represents the brand well.
  • Having a strategy to drive video production.
  • Allocating staff time and resources for video production.
  • Producing videos that engage.

No wonder content marketers identified video as the number one type of content they would create if more resources were available to them.

Nonetheless, a majority of respondents are very satisfied (7%) or satisfied (49%) with the results they’re getting from their video efforts, with satisfaction rates much higher (67%) among those who use advanced metrics.

With this in mind, it’s perhaps not surprising that video was mentioned as the top area of investment for B2B content marketers this year.

About the Data: The results are based on a survey of 705 executives across marketing (45% share), sales (25%), customer experience (12%), and other (18%) job roles. Almost half (47%) described the nature of their business as mostly or entirely B2B, while another 41% described it as a split between B2B and B2C.

Need assistance with your video marketing? Schedule a call or email Lori Berson at

BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.