#cotion

are less about your brand’s visual aesthetics and focus more on expressing your company’s core value or mission statement in a documentary-style format. This is usually accomplished through interviews with key company representatives, like founders, employees, or satisfied customers.

 To make a big impression, it’s important your mini-doc keeps it short and sweet. You want to highlight excellent sound bites that tell viewers exactly who you are, all while maintaining their attention. While feature-length documentaries have enough time to develop a full, three-act story, mini-docs don’t. They have to establish their story by quickly answering three crucial questions: what, why, and how. What is the focus of this video? Why should the viewer care about this? How does your subject work? This helps you get key pieces of information to your audience in a fun and interesting way.

A lifestyle video is any video that appeals directly to your target demographic, helping them visualize how your product or service fits into their way of life. Beautiful visuals, actions shots, and stunning imagery should set the mood and epitomize the lifestyle you want to associate with your product.Client: Savoy (FILA) This means working to create a specific look or style for your video. If your product is modern and sleek, you’ll want a video with sleek, minimal design, plain backgrounds, and modern accessories. If your product serves a young, high-tech demographic, you’ll want your video to showcase tech culture, young, smart actors, and functional utility. Think of your brand aesthetic and make sure your video follows that aesthetic.

It can increase your search engine ranking, click-through rates, open rates and conversions. But you have to reach your target audience. YouTube is the second largest search engine (second to Google). What’s better: YouTube is owned by Google. So that means a properly tagged video can work wonders for your SEO.

Video Boosts Conversion Rates

23. The middle of the week is the most popular for B2B video views, with Tuesday between 7AM-11AM PST (10AM1PM EST) seeing the highest number of views.

Why it’s relevant: This seems oddly similar to the 2013-ish stat of ‘Emails are best sent on Tuesdays at 10am’ - but take it for what it is… guidance on testing out publishing and promotion dates/times for your users.

24. The average length of a video is 9 minutes, but 75% of all videos published in the last year are less than 2 minutes long.

Why it’s relevant: It’s important to produce content that’s purposeful and helpful first - but if you have content that can be longer, it’s worth testing out the success to see how your users will interact with it.

The report also notes that “there seems to be a shortage of videos that are 4-20 minutes in length and companies are doing one of two things: either they’re keeping their videos incredibly short or dumping large amounts of information into long-form content (like webinars). They’re not producing much in between.”

25. 85% of Facebook videos are watched without sound. (Source: Digiiday)

21. 89% of views of business-related videos take place on desktop browsers, with only 11% on mobile devices. Mobile views of B2B content actually decreased by 3% as compared to last year’s data!

Why it’s relevant: This is probably the most surprising statistic. Of course, all content should be mobile optimized - always - but this stat paired with the large number of demo or product videos could have something to do with a large percentage of desktop views. If the video is focused on a screen or displaying a graphic to explain something, someone is more likely to view it on a bigger screen (their desktop).

22. Chrome remains the top browser when consuming video content, with Internet Explorer still holding its own in second (though usage has fallen dramatically from last year’s 34%).

19. Those using advanced video analytics were twice as likely to report that the returns on their video investments are improving.

Why it’s relevant: With advanced video analytics, you can find out how people react to your video content to make better content, or share the information with your sales team to fuel their conversations.

20. The use of video analytics is becoming more prevalent, with 36% of businesses using intermediate or advanced analytics to measure performance and only 13% of businesses not using video analytics of any kind.

17. The average portion of viewers remaining by the end of a video is 46%, with video length playing a big role in retention.

Why it’s relevant: Shorter videos have a higher completion rate than longer videos - because we’re all so busy and need short bits of information rather than extremely long, detailed content.

18. Videos less than 90 seconds in length see an average retention rate of 59%, as compared to videos over 30 minutes that retain only 14% of viewers.

15. 86% of businesses use video on their website and 77% use video on social media

Why it’s relevant: Website and social media are most likely where visitors/prospects are expecting to see video content - so make sure you’re there. But also consider how you can differentiate yourself.

16. Over two-thirds of study participants indicated that it is important for the sales team to have access to customer and prospect video viewing data and 61% of sales teams are already using these analytics to qualify, engage, or influence deals.