“Business Videos Should Be Longer,” Said No One Who Watches Business Videos
We all know video is the king of content creation. Video is driving more and more of internet engagement and interest. Unfortunately, the people producing B-2-B videos did not get the memo that shorter, more succinct videos are more effective. According to research from Vidyard, the average length of business-related videos increased from 4 minutes in 2019 to longer than 6 minutes in 2020.
Many business videos are still in the 2-minute range, but the trend is not good. We are saying more to fewer and fewer people.
The Vidyard research found that larger companies (5,000 and more) are producing much more content. The average number of large company video productions in 2020 was 1,337 (2 ½ times more than 2019). Companies with 200 to 600 employees produced an average of 557 videos.
The survey data also showed that social media, websites and YouTube were the most popular distribution channels.
So smart marketers are producing much more video in this digital age that is showing product demos, how-to, webinars and explainer videos. And if you want to compete with the biggest players, you are going to need a stockpile of video, optimized for search and engaging from the first few seconds. Lights, camera and action.