Month: June 2018

Can You Beat This Year’s Video Benchmarks?

If you’ve already seen the 2018 Video Benchmarks Report, you know that video creation is growing more competitive. Companies are producing more videos in more formats for more channels. They’re grappling with ever-dwindling attention spans in increasingly creative ways, such as with advanced analytics.

From the benchmarks, you can see how other marketers are performing. You’re probably also thinking to yourself, “I don’t want to just be average!”

Indeed. That spot is already taken by, well, most teams. Here’s your step-by-step guide for how to beat the benchmarks:

1. Film smarter, not harder

The rate at which videos are produced is up 29% year over year and the average business now has a library of 377 videos. But if you’re thinking to yourself that that sounds like a lot, and producing more than one video per day (the average) seems daunting, then you might not have explored all the multitudinous ways to create them.

Not all videos need to be at a Hollywood production level. Some videos actually perform better on a lower budget, such as personalized sales videos or internal communications, where the imperfections enhance the perception of quality. For many of those videos, forget the equipment–use your smartphone. Or better yet, let others within your company use their smartphone and save your video budget for your hero pieces and customer testimonials.

Not all videos need to be at a Hollywood production level. Some videos actually perform better on a lower budget.

When you do break open the budget, make sure you’re maximizing your time and dollars. Commit to creating video as a recurring calendar event as a way to force yourself to constantly be on the lookout for new ideas. When you book video production days, capture scenes for many videos all at once. And if you create longer pieces, break them up into many bite-sized clips.

2. Learn your audience’s what, when, and how

Video context matters tremendously and the data show that wherever videos miss their mark in terms of channel, device, or audience, retention suffers.

This year’s report found that 89% of business videos are viewed on the good old desktop. If you want to beat the benchmarks, the first step is not to take our word for it and to check where your audience watches your videos; Consumer companies may find very different results. But if that’s true for you, it’s great news.

Marketers creating video for desktop can capitalize on the extra screen real estate to include interest-snaring interactive elements like qualifying questions, polls, and quizzes. They can include post-roll lead forms to ask for an email right before the video’s big reveal and use embedded CTAs, which are harder to pull off on mobile.

Timing is equally important. Most videos are most successful when launched in the middle of the week – Tuesday through Thursday – and between 7-11 a.m. PST. And while the average video length this past year was nine minutes, 75 percent of them were under two minutes. That fits the trend of ever-shrinking attention spans and while you need to measure what works best for your particular audience, a good rule of thumb is to keep:

  • Social promotions < 30 seconds
  • Product explainers < 60 seconds
  • Thought leadership between 2-5 minutes

Some formats are naturally longer–webinars, for instance–but play around with 10-minute versions and see what they get you.

3. Unleash video on all customer-facing channels

Website and social media remain video’s top channels, but its rise has been a tide that’s lifted all boats. More companies are using videos on landing pages (60%) and emails (46%), and there’s been a 48% spike in videos in sales conversations to the point where they show up in 37% of all sales deals.

Wherever people are and wherever their attention is a finite resource, use video. And then, capitalize on that captured attention with a splash screen or thumbnail that pushes them back to a landing page to learn more and convert.

Was this useful? It’s only the half of it! Download your copy of A Practical Guide to Surpassing Video Benchmarks to get all 10 tips.

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The Four E’s of Great Video Content: How to Stand Out and Convert More Buyers

As marketers, we know how hard it is to connect to today’s audiences. With so much of the buyer’s journey now happening online, we have to take into account new expectations around the kind of content our buyers want. And what do they want? Well, overwhelmingly it’s great video content—in fact, Cisco has projected that more than 80% of all internet traffic will be video by 2021.

In this post, we’ll take you through our top four qualities of great video content and how you can create video that stands out, speaks to your audience and ultimately converts more buyers. You can also check out the webinar below presented by our very own VP of Marketing, Tyler Lessard for a deeper dive:

From Interruptive to Irresistible - Vidyard presentation


Science has shown that people are hardwired for stories. “The human mind is a story processor, not a logic processor,” writes Jonathan Haidt in The Righteous Mind. This is fantastic news for video marketers—it means that every time you use video is an opportunity to connect with your customers on an instinctual level.

So how do you ensure your video content is engaging? Well, you want to tap into that story instinct. Make sure your video tells a story, even if it’s just a basic one. Chances are, you’re already doing this, even if you don’t know it yet. Ever recorded a customer testimonial video? You probably had your customer talk about their challenges, how they implemented your solution, and their ultimate result. In other words, there was an inciting incident, a climax, and a resolution. (Don’t worry, we won’t make you break out your plot diagram from high school!). The important takeaway is to introduce a problem or tension and resolve it in some way. Easy peasy.


There’s no question about it—emotional appeals work. They’re one of the most effective ways to engage viewers and drive action. Just try to watch this video from Ronald McDonald house without tearing up a little.

Is it just me or is someone chopping onions in here?

Pulling on your viewer’s heartstrings, making them laugh, or inspiring them to make a change are all ways you can leverage emotion in order to get your buyers to take action. When you’re creating your video content, make sure to ponder how you want your viewer to feel after watching. Taking the emotional component of your video content into consideration during the planning stage will help you create the kind of content that viewers connect and empathize with.


Did you know that 59% of company decision makers rank video as their preferred way to learn?

And is it really any surprise? Learning from video is more engaging, more efficient, and more fun than reading through a white paper or ebook. Our Chalk Talk series is a great example of this. We aim to demonstrate a concept or idea in a consumable and visual way.

This all has a psychological basis too: written language is relatively young—only a few thousand years old—so the human mind is still more geared to process visual information than text. Psychological studies have shown that we actually process images into straight into our long-term memory, rather than short-term, where we process written text. Not only do people prefer learning from video content, they actually learn better.


Great video content shows that you understand your viewers—their everyday experiences and challenges. In our Modern Sales Point of View series, Trish Bertuzzi says that great salespeople show their buyers that they “understand what their life is like, what their challenges are, how to address those challenges.” As a general rule, “they just want to know that you get them.” The same applies to video content. People want to know that you “get” them!

We recommend trying to hit 2-3 of these four E’s with every video you create (and if you can occasionally hit all four, even better!). By implementing these four E’s, you’ll be well on your way to creating video content that engages your viewers and drives the kind of action you want.

How are you implementing the “4 E’s” in your video content? Let us know in the comments below!

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Vidyard’s Summer18 Update Helps Businesses Go Video-First Across the Customer Lifecycle

Vidyard launches new video player, brings seamless video messaging to more 3rd party apps to help businesses meet growing demand for video-based content and communication

KITCHENER, Ontario – June 26, 2018 – Vidyard, the leading video platform for business, today unveiled its latest product enhancements to help businesses generate better leads and drive greater audience engagement by embracing a ‘video-first’ mentality. With its Summer 2018 update, Vidyard has expanded its Vidyard GoVideo partner ecosystem to help businesses bring personal video messaging to a broader base of employees while optimizing its core video player for both desktop and mobile performance.

“Video content publishing in business has nearly doubled within the last 12 months as we all look to keep pace with the changing expectations of today’s buyers and employees,” says Michael Litt, Co-founder and CEO of Vidyard. “There is a clear trend towards going video-first throughout the customer experience. We’re committed to helping organizations realize this vision by making video a seamless and integrated part of marketing, sales and customer service programs.”

New capabilities launched by Vidyard today include:

  • Vidyard GoVideo Now Available in Additional 3rd Party Apps: Vidyard’s flagship video messaging app is now available directly within Drift, Frontspin, Allbound, Zendesk and Salesforce’s Quip Collaboration Platform. These new partnerships enable a broader set of employees to easily record, share and track custom video messages from within their existing workflows and business applications of choice.
  • Enhanced Video Player to Power Video-First Websites: As businesses add more videos to their digital properties, they need to do so without compromising page load times and the mobile experience. Vidyard’s enhanced video player now supports JavaScript minification, SEO enhancements and advanced responsiveness to help optimize the performance and ranking of video-first websites.
  • Best-in-Class Marketo Integration: Vidyard is now a fully certified Marketo integration, the first video platform to achieve this status. Along with the certification comes a number of performance and feature enhancements for joint users of Marketo and Vidyard, making it easier than ever to add video to marketing campaigns while being able to track exactly how audiences engage in that content.

Partner Ecosystem Expansion Brings Video to Broader Set of Business Apps

It’s never been easier to add personal video messages to sales outreach, customer support cases and internal collaboration. Announced today, Vidyard adds a new wave of native app integrations for leading marketing, sales and collaboration solutions.

  • Vidyard GoVideo for Drift: Drift users can now record and send custom video messages to their prospects and customers from right within Drift’s conversational marketing platform. In addition to sending custom-recorded videos, marketing and sales reps can also share on-demand video assets natively within various Drift applications.
  • Vidyard GoVideo for Frontspin: Sales reps can now create, access and send videos to their prospects from within Frontspin’s sales communication solution as a way to boost response rates, increase engagement and build better relationships with prospects.
  • Vidyard GoVideo for Allbound: Allbound users can now access their Vidyard GoVideo recordings from within their partner relationship management (PRM) platform. Quickly add videos to Allbound’s personalized prospect pages so that reseller reps can communicate with their prospects on a one-to-one basis.
  • Vidyard GoVideo for Quip: Teams using Salesforce’s Quip Collaboration Platform can now use Vidyard GoVideo to post custom video messages within collaboration projects to provide feedback and comments in a more robust way. In addition to Quip, Vidyard offers native integrations with Salesforce’s Marketing Cloud, Sales Cloud, Community Cloud, Service Cloud and Chatter product offerings.

“If you’re a marketer or a salesperson today, messaging and video need to be number one and two in your marketing and sales toolkit. Now that’s as easy as ‘one click’ inside of Drift with our new Vidyard integration,” says Dave Gerhardt, VP of Marketing at Drift.

To learn more about partnership opportunities or to apply to Vidyard’s GoVideo Partner Ecosystem program to add video capture and sharing to your own application, please email

More Information:

About Vidyard
Vidyard is the video platform for business that helps organizations drive more revenue through the use of online video. Going beyond video hosting and management, Vidyard helps businesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action. Global leaders such as Honeywell, LinkedIn, Citibank and Sharp rely on Vidyard to power their video content strategies and turn viewers into customers.

Media Contact:
Sandy Pell, Senior Manager, Corporate Communications, Vidyard

Vidyard’s Summer18 Update Helps Businesses Go Video-First Across the Customer Lifecycle 1

Vidyard’s Summer18 Update Helps Businesses Go Video-First Across the Customer Lifecycle

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Are You Creating Demo Videos? Here’s Why You Should Be!

It’s no secret–B2B buyers are more enabled and empowered than ever before.

But they’re also a little shy…

Before a potential customer reaches out to your team, they have combed through your content, read your blogs, watched your videos, and consumed as much information about your product or service as possible.

In short, they have been avoiding talking to you for as long as they could.

A carefully crafted demo video can speed up the sales cycle, save your sales engineering team hours, and help weed out unqualified leads–inevitably giving your sales pipeline better velocity and improved accuracy.

Most importantly, it’ll give your customers even more reasons to feel empowered, and therefore make you their number one choice.

Something our solutions consultants (SCs)  have been doing a lot more of is recording product demo videos. You can check out some great tips from one of our top SCs in the on-demand webinar below.

Fast Forward - Nov 2017 - Steph Yi - Sales Demo

Now I’m sure some of you are saying, wait what? Why would you bother recording your demonstrations? Isn’t that more work?

While this definitely is a valid point, there are many reasons you should be recording demo videos. I’ve summed up two key reasons below;

Give The People What They Want

Today’s customers, who are unequivocally overloaded with messages and short on attention, demand a more personalized sales process.

They don’t want to suffer endless emails to coordinate a demo time any more than the sales rep wants to push the sale back another week or you want to perform a demo that you’re not sure the customer needs.

This is where video comes to play.

With a recorded demo you can do less work and allow customers to consume the information whenever they please, with recorded demo videos.

While your customer watches your pre-recorded custom demo, you could be anywhere, like focusing on more important demos. As any seasoned SC will tell you, not every customer needs a full-fledged demo, just as not every lead needs to be hounded by a salesperson.

Recording demos takes less time and allows you, and other reps to focus their time on more resource-intensive opportunities.

Did Your Prospect Ghost You? Turn That Into An Opportunity

Recording your demos when a prospect no-shows can be really helpful. First off, this can be used as a resource for re-engagement with the prospect later on. Your preparation and effort didn’t go to waste as you’re able to still get that demo in-front of them via email/Linkedin outreach vs. trying to get them on the phone to schedule another demo.

Another great reason for recording the demo is for the occasions where your prospect arrives to the demo, but other key stakeholders from their organization who were scheduled to attend do not. Your demo recording is now a great resource to give your prospect enabling them to be a better champion for you.

Your prospect can now share the recording with other stakeholders, gauge their opinions, and get their initial feedback before preparing an even better demonstration with them all in the room.

Get started recording your own demos by checking out our quick webinar “Calling All Sales Engineers! How to Record a Great Demo in Under 10 Minutes” where our very own SC, Stephanie Yi discusses why recording demos is important and some key tips and tricks to get started today. If you’re a technical sales rep, this is a can’t miss video.

Are you already using a video-first approach when it comes to demos? Excited to try it out? Let us know in the comments below! 

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Using Video For Internal Communication

When we think about online videos in business, we usually think about how a company communicates its brand to the world. There are a lot of types of video content that we can leverage, but what we don’t usually realize is that they can be used for far more than just video marketing—you can also use video for internal communication. 

In this article, I’ll discuss why videos are such an important tool also for internal communication within an organization, as well as how you can go about using them correctly. I’ve broken it down into the following sections:

  • Why use videos internally
  • Live action vs. animation
  • Best types of videos
  • Production tips
  • Promotion and distribution

Why Use Videos Internally?

To begin with, videos are naturally more captivating than other means of communication. A well-produced video with a clear message is much more likely to grab people’s attention than an encyclopedia-like email message.

Ease of distribution

Thanks to today’s technology, videos can be watched practically anywhere, at any time. This allows organizations to circulate robust content at a moment’s notice. For example, a business could choose to use video snippets to train its staff on specific processes. These short snippets could then be scheduled so that they are delivered to each staff member at their most convenient time. This helps put everybody on the same page. Kind of like memos, except way more palatable.

For Events, Tradeshows, or Conference Invites

Videos can also be used to inform employees about upcoming events. For example, if your company is attending an important trade show, it may be a good idea to put together a video about what the event is about and what the company is hoping to achieve by attending.

Using video puts a human touch behind the message. Including footage from previous events and getting coworkers involved in explaining the ins and outs of the event can go a long way in creating a sense of camaraderie.   

Product/Company Updates

One way to keep employees informed about new product releases or company updates is with video. A compelling video showcasing such a release is sure to remind everyone why their work matters.

Live Action vs. Animation

If you are asking yourself whether internal communication videos should be live action or animated, the answer depends on a few factors—such as your budget, brand style, and the message you’re trying to communicate. If the purpose is to communicate aspects of a company that involve employees then live-action is probably the way to go.

On the other hand, if the purpose is to explain a new process then animation may be a better fit. It will allow you to concentrate on the process itself without having to deal with the visual surplus inherent to live action videos. This means you’ll be able to narrow down your visual choices. This will allow you to address abstract concepts like arithmetic, percentages and perhaps even the passage of time through the use of simple animated techniques. The possibilities are endless.

I should mention that using a mix of both is also a possibility. In some cases, it may be the best choice. Say there’s an upcoming release for the newest version of your SaaS product. A combination of coworkers introducing the product along with brief animated sequences showcasing its interface may be the best way to demonstrate its overall value.   

Types of Videos To Use For Internal Communications

Now that we’ve discussed the merits of both live action and animated videos, it’s time to dig into the types of videos that can be used to facilitate communication within an organization.

How-to and Process Videos

These types of videos allow you to get into the nitty-gritty of how to perform a specific task. Like instruction manuals, they are straightforward step-by-step guides to one or several undertakings. This is the type of video you want to use when you need your staff to get acquainted with a new set of tools or a particular process.

Explainer Videos

Explainer videos make things easier to understand. That’s what they are meant to do. An explainer video is a basic and powerful video (either animated or live-action) that will help you showcase your business idea in an engaging, fun and attention-grabbing way. They should speak to issues that need an explanation or perhaps even a solution. Take for example the following explainer video:

This is a simple explanation of how to best tackle the competitive nature of online commerce. With the use of very vivid imagery, this video reminds Walmart’s suppliers that creating the right content is a key factor in driving sales. Not only does it take the time to explain why that’s the case, it also takes the opportunity to offer its self-served content management system as a solution.

Internal Webinars

Webinars have the added bonus of being interactive. This means participants have the luxury of asking questions, while the host has the benefit of getting feedback on their message. This makes for a particularly productive scenario, where people across an organization can follow along and interact with an expert on a specific topic. Without online video, this would require everyone to gather in one location. Not very practical for the globalized organizations of today, if you ask me.

Finally, just like with how-to-videos, these seminars can also be compiled into a playlist for others to access later.

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Use your video content to work smarter, not harder

We get it. With all the other amazing content you’re creating, it can be difficult to squeeze video into your content plan. Video can be more labor-intensive than other kinds of content: it might require additional planning, involve members of a variety of teams, or even require external resources.

However, you know as well as we do that video content is taking over—and it’s not an option to simply forgo this medium. So what’s a savvy content marketer to do?

In this blog post we’ll walk you through a video-first content approach, which will enable you to leverage your video library to easily create other kinds of content assets. Instead of squeezing video into your content plan, put video at the center of your content strategy. You’ll see how easy it is to create blog posts, podcasts, whitepapers, and other content assets out of the videos you’ve already produced. Keep reading, or you can also check out the on-demand webinar below.

Fast Forward - Nov 2017 - Michael Valverde

Work smarter, not harder

Take a look at your existing video library. What sort of content do you have? Here are some examples of the kinds of videos you might already have and how you can repurpose them into other forms of content:

Use this… …to create this!
  • Use webinar transcripts to create whitepapers, blog posts, guides, and email campaigns.
  • Repurpose webinar audio for your company podcast.
  • Edit key moments or takeaways into 1-3 minute videos you can republish on YouTube or your blog.
  • Cut key takeaways or impactful quotes into a 30-second video to use for social promotion.
Product Demo
  • Use product demo transcripts to create blog posts, mini-guides, and email campaigns.
  • Edit specs or key takeaways into 30-90 second videos you can use for social promotion.
Explainer Video
  • Use explainer video transcripts to create blog posts and email campaigns.
  • Edit key takeaways into 30-90 second videos you can use for social promotion.
Customer Testimonial Video
  • Use customer testimonial video transcripts to create customer stories and best-practices blog posts.
  • Edit key takeaways into 1-3 minute mini-testimonials you can republish on YouTube or your blog.
  • Cut key takeaways or impactful quotes into 30-second micro-testimonials you can use for social promotion.
Whiteboard Videos/Chalk Talks
  • Use transcripts to create whitepapers, blog posts, guides, ebooks, and email campaigns.
  • Repurpose audio for your company podcast.
  • Edit key takeaways into 1-3 minute videos you can republish on YouTube or your blog. (You can even put several of these videos together on a landing page to make a Video Book).
  • Edit key takeaways into 30-90 second videos you can use for social promotion.

Video at scale

When planning video projects going forward, try not to think of the video as an isolated piece of content, but rather as a stepping stone for a range of content assets. Just check out the list above—there’s so much you can do with video. As Jay Baer has said, “it’s not just a one-trick pony!”

By implementing a video-first approach, you’ll be able to efficiently create new video content and generate tons of additional content assets, all while working within your current time and budget constraints.

Sound too good to be true? Trust us, this approach works. In fact, this very blog post was created with a video-first approach! We based this post on the webinar, “How to Scale Your Content, Not Your Budget,” which is linked below. Pretty neat, huh?

Are you already using a video-first approach? Excited to try it out? Let us know in the comments below!

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Crush Your Quota with Video

Lots of companies are leveling up their sales game with video. Not only are they seeing more meetings booked and more pipeline generated, but prospects are putting greater trust in those reaching out to them. Why? Body language is a huge factor in developing trust. Not only is video a super engaging medium but it also includes the body language factor that other outreach doesn’t.

Vidyard’s VP of Marketing, Tyler Lessard, sat down with sales gurus Trish Bertuzzi, Jamie Shanks, and Ralph Barsi. These four hashed out the tangible, positive impacts of video in business, and made predictions about where they think video in sales is headed. You can check out their full session plus summary below:

Ralph says, “Being strategic requires knowing that you have to attract prospects to you, rather than just pursuing them. Just know you’re an expert and can help them solve business issues.”

The Power of Social Proximity

This exercise is one of the group’s suggestions for recognizing connections. Picture the last customer you signed and put their logo in the center of a sheet. Both the individual that you spoke to at that company and the company as a whole both have a “sphere of influence.” Find where their spheres of influence and your own align, and see greater conversation velocity, especially when video is thrown in.

Being Human is Trendy (and Refreshing)

Video in business is the golden ticket to authenticity. Before making your sales video, keep the following in mind:

  • Put your priorities around people and lead by example
  • Let people experience how well you treat them and treat the marketplace in the same way
  • Leverage your ecosystem: Board of Directors, marketing organizations, partners, customers
  • When it comes time to talk, think about how you can treat them as human beings and look at their problems prior to them realizing why you’re reaching out
  • Foster a culture of approachability

What’s Next in Tech?

As our sales gurus are acutely aware, Artificial Intelligence (AI) is all the rage. From ads to the workplace, it’s a force to be reckoned with. Jamie and his team are already leveraging AI to narrow focus on which accounts to prioritize and when. It can be used by anyone because it’s so embedded in business and allows us to be aware of patterns of human behavior and act on them at the right time.

Trish’s biggest piece of advice: Don’t “overtech” it or you’ll end up with WTF (wasted technology funds). Ralph adds that even before focusing on how tech is going to better enable your team, focus on writing great scripts and making great outreach videos.

Where’s video headed?

Jamie declares that video is the “purple cow” of business. Its overall use is not new, but personalizing it creates a more “student-teacher process” to get people thinking differently and embracing new perspectives. Video allows businesses to synthesize lots of information and makes them more human. Give thought to every outreach piece, and make sure your messaging is genuine. You don’t have to abandon the script to be natural; tailor the messaging to yourself and deliver authentically.

How are you crushing your quotas? Share your tips and tricks in the comments below.

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Video Reporting: An Easier Way to Understand Your Videos’ Impact

Sales and marketing teams are more data-driven than ever—and that’s especially true of organizations using video. But there is are still many organizations who are struggling with video reporting and the ability to understand the clear value and impact video has on their organization.

With so much video data available to marketing and sales, what should leaders be measuring and reporting on to prove the impact on pipeline, opportunities, revenue, and make the most informed decision when it comes to your video marketing strategy?

Luckily Vidyard has been working on making it as easy as possible for organizations to report on the impact video has on various parts of your organization. With the Vidyard Salesforce Reporting Package, sales and marketing leaders are now able to easily understand the clear value and impact that video has on their business, including pipeline, opportunities, and revenue influenced by video.  

The reports package consists of a set of pre-built reports and dashboards in Salesforce. These were developed based on best practices for measuring the success of teams using video to generate and engage leads throughout the buyer’s journey.

Use the reports package to understand:

Marketing reports

  • Top video by number of opportunities influenced
  • Top videos by dollar amount of pipeline influenced
  • Top videos by dollar amount of closed revenue influenced
  • Top account by video views

Sales reports

  • Number of reps’ videos viewed by contacts and leads
  • Number of reps’ videos viewed
  • Dollar amount of pipeline influenced by video
  • Dollar amount closed with video by rep
  • Average video retention rate by rep

Let’s take a look at what you’ll get with the Marketing package

It’s like the old saying goes—If a tree falls in the woods, and you aren’t able to measure the impact of it on your organization, did it actually generate ROI?

With our new Salesforce Reporting Package now you can measure the impact of your marketing videos, and gain insight into what videos are influencing your pipeline, giving you the most complete video reporting package. 

This allows you to make the smartest video strategy decisions because you can now see which messages, video types, video content is having the biggest impact on your organization.

Let’s take a look at what you’ll get with the Sales package

With the Sales package, you’ll understand how video is influencing your deals with pre-built Salesforce reports and dashboards. You’ll be able to see metrics like the number of videos sent by rep, and pipeline generated with video.

This Allows you to easily gauge the impact video is having in your sales cycle and the difference it’s making for individual sales reps. You’ll be able to look at top performers and see what they are doing with video that can be shared with the rest of team.

Like we said at the beginning sales and marketing teams are more data-driven than ever—and that’s especially true of organizations using video. With these new reporting packages, you’ll be able to truly see how hard your video content is working, create a video strategy that truly aligns with your audience, and allow you to influence even more pipeline and deals.

To learn more about how these new Salesforce Reporting Packages can level-up your video reporting for your marketing and sales teams, book a demo today!

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Video in Support: Our Customer Success Pros Share Their Top Three Tips

With video platforms becoming increasingly popular for customer support and around ⅓ of companies already leveraging a dedicated library of “how-to” videos on their website, you’re probably thinking about video in your own support workflows. Good news! Whether you’re just getting started with video in support or you’re already a seasoned video expert, today we bring you three pro tips for getting the most out of your support video.

Production quality isn’t everything

High quality isn’t always necessary for effective support videos. In fact, you can create excellent tutorials and walkthroughs using simple screen-capture videos, like the one below.

However, that doesn’t mean that higher quality production videos shouldn’t play a role in your support funnel. You might consider investing in higher-quality videos for your self-service knowledge base, as these videos will reach a larger audience and become more associated with your brand. Additionally, you can invest a little more time and energy into creating videos that answer frequent inbound questions, even if they’re just screen captures. You can store these videos in a shared library that your reps can quickly access anytime the need arises.

Use both YouTube and your own video library

There are advantages and disadvantages to using exclusively YouTube or your own video library. That’s why we recommend using both to get the most out of your video content.

Hosting a repository of videos on your own website ensures that your content remains on brand—unlike on YouTube where you run the risk of your customers getting distracted or worse, seeing ads from a competitor. Directing your customers to your website also helps build reliance on your knowledge base, ensuring that your customers are getting the best possible assistance from the people who know your product best.

That being said, you may want to duplicate your most popular FAQ videos and host them on YouTube, in order to assist your customers in quickly finding the answers to their most pressing questions. Given that 49% of survey respondents listed YouTube as their preferred channel for solving product problems, it makes sense to have a presence on the platform too.

Help your customers find what they’re looking for

This might seem obvious, but it’s important to use SEO best practices to ensure that your customers are finding the content they need—and the rules for making video indexable and searchable are a little different than text.

Some easy things you can do to help Google (and your customers!) find your support videos include: embedding your videos directly onto your website, adding video metadata, and including transcriptions on all of your video content. Using a video platform like Vidyard can help you take care of all that so you can focus on what you do best—making your customers happy.

We hope this post has been helpful and has inspired you to take full advantage of the possibilities video has to offer. To learn more pro tips on using video in support, check out our webinar, Top 5 FAQ’s About Using Video for Customer Support.

How are you using video to help your support efforts? Got any pro tips of your own to share? Sound off in the comments.

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Video Benchmark Report Projects B2B Video Content to Double Within 12 Months

New report from Vidyard shows 83% year-over-year increase in video production and growing use of video analytics within B2B marketing organizations

KITCHENER, Ontario – June 7, 2018 – Vidyard, the leading video platform for business, has released its second annual Video in Business Benchmark Report revealing the latest trends in video production, publishing, viewing and tracking by B2B marketing organizations. Analyzing first-party data from more than 250,000 videos published on the Vidyard platform in 2017, the report reveals exponential growth in the average number of videos being produced, a significant shift towards short-form video content, and increased ROI from the usage of video analytics to track and measure content performance.

Key findings from the 2018 report include:

  • The creation of video in business is exploding: Businesses have published 377 total videos on average and are adding 33 new videos per month (up 83% over previous year); video libraries are expected to double in size within 12 months
  • It’s faster to convey your message in video: 75% of all videos published were under 2 minutes in length, compared to only 56% in the previous year
  • Desktop is still king for video engagement: 89% of business video views happened on desktop computers, consistent year-over-year
  • When it comes to video, it’s not the size of your business that matters: Smaller businesses are publishing as much, if not more, video content than larger counterparts
  • Video usage on non-traditional channels on the rise: There has been an increase in the use of video on distribution channels such as email marketing, landing pages and sales teams
  • The use of video analytics is becoming more prevalent: Those using intermediate or advanced analytics and viewer engagement data to measure performance were 2x as likely to report that returns on their video investments are improving

“B2B buyers are wired to process visual information and remember stories, making video an ideal medium with which to engage them,” according to the October 2017 Forrester report, A Blueprint For Successful B2B Video Marketing. “As the amount of video web traffic continues to increase rapidly, B2B marketers must use video to differentiate their message, engage Millennial buyers, and explain complex ideas more simply.”

Video Production Benchmarks

Businesses are accelerating the number of videos they produce to support their marketing and sales programs. On average, businesses analyzed in the report now publish 33 new videos every month, up 83% from last year’s average of 18 per month. With an average of 377 total videos in their libraries, this trend would suggest that video libraries will double in size within the next 12 months.

While more videos are being created, the average length of those videos continues to decline to meet the changing expectations of today’s buyers. The average length of all videos published was roughly 9 minutes, but 75% of those videos were less than 2 minutes in length. This compares to an average of more than 11 minutes in the previous year with only 56% of those videos being less than 2 minutes. Video length also plays a big role in audience retention. Videos that are less than 90 seconds saw an average retention rate of 59%, compared to videos that were over 30 minutes which saw an average retention of only 14%.

Video Publishing Trends

Video is clearly no longer just for “big brands” either. For the first time, smaller businesses – particularly those in high-tech markets – are now producing as much, if not more, video content than their larger counterparts. This trend is being fuelled by the adoption of in-house video production practices and a greater focus on low-cost educational video content to support later stages of the buyer’s journey.

There has also been a significant jump in the use of video on non-traditional distribution channels suggesting that video is being used to support a wider range of marketing programs. 60% report using video on landing pages compared to just 49% in the previous year, while the number of businesses using video in email marketing jumped from 36% to 46%. Video use in sales conversations has also experienced a marked increase from 25% to 37%, suggesting that visual content is being used more frequently throughout the entire buying journey.

Video Viewing and Analytics Tracking

While consumption of consumer-based video content continues to rise on mobile devices, business-related videos are still predominantly consumed on desktop computers. In this year’s report, 89% of all viewing sessions occurred on desktops with only 11% on mobile devices, fairly consistent year-over-year. With a growing number of videos being produced to educate buyers and demonstrate products, it’s no surprise that the desktop is still king for video engagement in the business world. The most popular times for viewing these videos also remained consistent with Tuesday and Wednesday mornings between 7:00-11:00am PST being the most popular viewing times.

The use of video analytics to track video performance and audience engagement is becoming more prevalent, with 36% of businesses reporting the use of intermediate or advanced video analytics and only 13% reporting no use of video analytics of any kind. Those using advanced analytics and viewer engagement data were 2-times as likely to report that returns on their video investments are improving.

“As businesses expand their use of video across marketing and sales, it’s important to have relatable benchmarks to help them evaluate their success and identify opportunities,” says Michael Litt, CEO and Co-founder of Vidyard. “Brands are no longer asking if video is a worthwhile investment but how to leverage it in a scalable and strategic manner that helps them achieve their business goals. We hope this report helps them better understand the trends and benchmarks we’re seeing across more than 600 businesses leveraging the Vidyard platform.”

The 2018 Video in Business Benchmark Report was created and produced by Vidyard. Report findings are based on anonymized first-party video publishing data collected from the Vidyard video platform from more than 600 businesses and over 250,000 videos in a 12 month period ending November 30, 2017. It also includes anonymized viewership and engagement data from all video streams during that period. The results have also been compared to consistent data sets from the previous year’s benchmark report to offer insight into year-over-year trends in B2B video marketing.

More Information:

About Vidyard
Vidyard is the video platform for business that helps organizations drive more revenue through the use of online video. Going beyond video hosting and management, Vidyard helps businesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action. Global leaders such as Honeywell, LinkedIn, Citibank and Sharp rely on Vidyard to power their video content strategies and turn viewers into customers.

Media Contact:
Sandy Pell, Senior Manager, Corporate Communications at Vidyard

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