Videos drive greater conversion rates and increased leads. Here are four takeaways from Vidyard’s 2019 State of Video in Business Report.

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Highlights: 

• Over 82% of businesses reported greater investments in video last year
• Vidyard’s report stated that high-value video content has become a key factor in SEO and ranking.
• Aside from just tracking views, businesses will also track engagement time, drop-off rates, and reach across all channels, as well as the impact of video on lead generation and revenue.

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Video Transcript:

Hi I’m Christy LeMire, the Director of Video Strategy at Fronetics, and today I’ll be sharing 4 takeaways from Vidyard’s 2019 State of Video in Business Report.

This report confirmed what us digital marketers already know, video is everywhere. Over 82% of businesses reported greater investments in video last year and it’s no surprise why. Videos drive more sharing, produce greater conversion rates and increase leads.

Here are the 4 key takeaways from the 2019 State of Video in Business Report

1. Video isn’t just for social media

Though Facebook and Snapchat saw over 8 billion video views every day on their platforms, video didn’t stop with social media. Video took center stage in digital marketing and brand awareness. Vidyard’s report stated that high-value video content has become a key factor in SEO and ranking. This trend will continue to grow as marketers begin using video for frequently asked questions and explanations of complex and intricate business details.

2. Short and sweet videos

Marketers used to create highly produced promotional videos for their websites and blogs. But now marketers are focusing on conversational and educational videos created specifically for social media. These casual videos give followers timely updates on industry trends, a behind the scenes look at projects, and interviews with clients and colleagues. The transparency created in these videos brings personality to your business. Marketers will continue to create video for social media, their blog and YouTube channels, resulting in a spike in short-form content like snackable video series.

3. Video experiences focus on engagement

New approaches to video—including series-based content, video podcasts, interactive video, and personalized video—are helping marketers boost engagement and expand audiences. Experts predict we’ll see these new approaches gain more traction as the tools to create them become more user-friendly and best practices become more widely understood.

4. Expanation of video analytics

As video has expanded, so have the needs of video analytics. Businesses will start making use of analytics tools to track video metrics that align with their digital marketing strategy. Aside from just tracking views, businesses will also track engagement time, drop-off rates, and reach across all channels, as well as the impact of video on lead generation and revenue.  With more detailed reporting, businesses will see more efficiency and a higher ROI from their video content.

Check out the full report on our blog and find more digital marketing tips on our website at Fronetics.com.

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