This year B2B marketers have named video as their top lead generation tactic, but keeping B2B buyers engaged can sometimes be a struggle. New video benchmarks from Vidyard [download page] offers insights into completion rates for business-related videos, and the results are encouraging.
While the average length of a business-related video in 2018 (on Vidyard’s platform) was found to be just over 4 minutes (down from a little over 6 minutes in 2017), the vast majority (73%) of videos produced by businesses are 2 minutes or less in length, with 49% being up to a minute long and another 24% being 1-2 minutes long. This marks a significant shift from 2016 when the average video length was more than 13 minutes. Vidyard attributes this change to businesses understanding that retention rates are better for shorter videos and therefore “creating more concise content with the aim of getting more views to stick with them to the end.”
Completion rates across all video types examined in the report averaged 52%. Yet, as proof that shorter videos are better at holding viewers’ attention, videos less than 60 seconds long had a completion rate of 68% in 2018. This is compared to the 25% completion rate of the longest videos (more than 20 minutes).
Other Business Video Benchmarks
Beyond just completion rates, the study offers other benchmarks for business-related videos on Vidyard’s platform in 2018. Some such results follow.
- Business-related video views tend to grow during the week, from 15% share on Mondays to a peak of 22% share on Thursdays before dipping again on Fridays (15%).
- Business video consumption tends to peak between the hours of 9AM and 11AM PST, though peak hours are a little earlier (between 8AM and 10AM) on Mondays and Fridays.
- The most popular time of the week for viewing business-related videos is Wednesday morning.
- Fully 87% of business-related video views occur on desktops, though the 13% attributed to mobile devices is up slightly from 2017 (11%).
- Optimizing video content for different browsers? Start with Chrome, which accounted for 61% of views last year.
- The number of videos published by businesses varies widely, ranging from a low of 143 for the Public Services, Education and Healthcare category to a high of 425 for the High Tech sector.
- There doesn’t seem to be a correlation between company size and volume of published videos: while the largest companies (>5,000 employees) publish the most on average (538) annually, the next-largest average (510) was by companies with 31-200 employees.
- Q4 averages the highest number of videos published, at around one-third (32%) of the annual total. October is the top month, accounting for roughly one-eighth (13%) itself.
The full report can be downloaded here.
About the Data: The information for this report was collected from anonymized video creation data from a sample of Vidyard customers, representing more than 324,000 videos. The data encompasses the time period of January 1, 2018 to December 31, 2018.