Selected Podcast
“Business Videos Should Be Longer,” Said No One Who Watches Business Videos
In this episode, Mark Mathis talks about the importance of including video in your content strategy and how a video's length impacts it's effectiveness.
Featuring:
Mark Mathis
Mark Mathis is Chief Creative and Strategy Officer. Transcription:
Mark Mathis: Hey, this is the One Minute Marketer. I'm Mark Mathis, Creative Director at Amperage Marketing and Fundraising. And I was just thinking, because videos should be a lot 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 internet usage. But unfortunately, the people producing B2B 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 four minutes in 2019 to longer than six minutes in 2020. Many business videos are still in the two minute range, but the trend is not good.
We are saying more to fewer people every day. The business completion rates are about 58% who watch one minute or less of a video, 50% watch between one to two minutes. That drops to 43% after two minutes, and then goes as low as 37% around 10 minutes. You can picture that trend in your head. The longer the video, the fewer people who watch.
The Vidyard research found that larger companies, 5,000 employees and more are producing much more content. The average number of large company video productions in 2020 was 1,337, that's two and a half times more than 2019. Companies with 200 to 600 employees produced an average of 557 videos. So, you can see, the larger the company, the more competition out there.
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 the product demos or how to videos or webinars or explainer videos. And if you want to compete with the big players, you're going to need to stockpile videos optimized for search and engaging from the first few seconds.
So, lights, camera, action. This is the One Minute Marketer for this week. My special, thanks to audio engineer, Bill Klaproth. If you like this marketing thinking, reach out to us at amperagemarketing.com. We will move your needle. .
Mark Mathis: Hey, this is the One Minute Marketer. I'm Mark Mathis, Creative Director at Amperage Marketing and Fundraising. And I was just thinking, because videos should be a lot 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 internet usage. But unfortunately, the people producing B2B 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 four minutes in 2019 to longer than six minutes in 2020. Many business videos are still in the two minute range, but the trend is not good.
We are saying more to fewer people every day. The business completion rates are about 58% who watch one minute or less of a video, 50% watch between one to two minutes. That drops to 43% after two minutes, and then goes as low as 37% around 10 minutes. You can picture that trend in your head. The longer the video, the fewer people who watch.
The Vidyard research found that larger companies, 5,000 employees and more are producing much more content. The average number of large company video productions in 2020 was 1,337, that's two and a half times more than 2019. Companies with 200 to 600 employees produced an average of 557 videos. So, you can see, the larger the company, the more competition out there.
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 the product demos or how to videos or webinars or explainer videos. And if you want to compete with the big players, you're going to need to stockpile videos optimized for search and engaging from the first few seconds.
So, lights, camera, action. This is the One Minute Marketer for this week. My special, thanks to audio engineer, Bill Klaproth. If you like this marketing thinking, reach out to us at amperagemarketing.com. We will move your needle. .