vidyard-2019年视频报告（英文）-2019.5-45页.pdf.pdf

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1、2019 State of video in business reportTable of ContentsYour business is now a media companyThe state of video in business in 2019Video everywhere has big implicationVideo takes on social, web, and inboundNew video experiences focus on engagementVideo humanizes B2B sales and supportVideo tools and te

2、ch see rapid adoptionTop video trends for 2019Staying on top of the trendsTop people and blogs to follow033307392Video builds relationships. Relationships build trust. Trust drives revenue.Andrew Davis Best-Selling Author, Speaker, and Marketing LegendREWIND Your business is now a media company4Digi

3、tal channels are noisier than everIn recent years, weve seen significant changes in marketing, sales, and customer service. Businesses are now operating at massive scale through the digitization of processes and automation of communication. While these technologies have brought about incredible effi

4、ciencies, they have also become a victim of their own success. Its easier than ever for businesses to acquire data about prospects and to communicate with them via automated email, social media, digital ads, and even phone calls. People are now inundated with dozens of impersonal brand messages and

5、sales pitches every day, leaving them desensitized to traditional marketing and sales tactics. As a result, email response rates continue to decline, people increasingly let their phones go to voicemail, and ad blocking software ensures that Internet users see fewer pop-ups than ever before. 5Unlike

6、 static formats, video can pack a lot of information into a small but eye-catching package. B2B buyers are wired to process visual information and remember stories, making video an ideal medium with which to engage them.Audiences expect more and lessAll the while, audience behaviors continue to evol

7、ve and adapt. Tolerance for irrelevant and impersonal content is at an all-time low (ignore, unsubscribe, next.) while expectations around brand experiences are at an all-time high (educate, inspire, and entertain). Audiences seek out short-form content that is clear, relatable, and authentic while

8、in the early stages of a buying journey and longer form content that is educational, visual, and trustworthy when making purchase decisions. Welcome to the era of engagement and trustIn this new era, businesses must alter how they go to market. To gain attention, they must be timely and interesting.

9、 To drive engagement, they must be relevant and valuable. To build trust, they must be authentic and transparent. And more than anything, they must connect with buyers and customers on a more personal level. These trends are resulting in a massive tailwind for video in 2019 which will force more bus

10、inesses to start thinking and acting like media companies. A Blueprint For Successful B2B Video Marketing,Forrester, October 20176PLAY The state of video in business in 2019701 Video everywhere has big implications8Its no secret that 2018 was a banner year for video. More than 75% of all Internet tr

11、affic is now streaming video content with that number expected to rise to 82% by 2022. Facebook, Twitter, Instagram, and LinkedIn were flooded with video while Facebook reported audiences gaze 5x longer at videos compared to static content. Meanwhile, a whopping 82% of businesses reported greater in

12、vestments in video in 2018 and Vidyards B2B clients published 83% more videos on a monthly basis compared to the previous year. This surge in video publishing was supported by reports that video continues to be highly effective across multiple online channels. According to Wyzowl and Demand Metric,

13、video is helping to increase dwell time on digital properties, drive more sharing on social media, and produce greater conversion rates for email marketing and lead generation.In 2019, businesses will build on this success by accelerating their investments in video content, making it an integrated p

14、art of how they communicate and share information. 9Marketers scale supply to meet growing demandThe surging demand for video is having a significant impact on marketing teams, particularly as they look for new ways to engage prospects and deliver more personalized experiences. While video is now a

15、mainstay in most brand and communications programs, 2019 will see video go full-funnel and cross-channel for marketers in a big way. For some, it will mean incorporating video more extensively into their websites, social media channels, and digital advertising programs to drive awareness and interes

16、t. For others, it will mean investing in video-based explainers, webinars, product demonstrations, customer stories, and thought leadership to support the buying process. The expanding role of video is forcing businesses to rethink how they empower digital marketing, content marketing, social media,

17、 email marketing, demand generation, customer marketing, and sales enablement teams to source and/or create video at greater scale. As a result, marketers will increase their investments with video production agencies and service providers with many also hiring in-house producers to meet the increas

18、ing demands for video. The growing presence of video on websites, landing pages and other channels will also create added pressure to ensure video playback experiences are on-brand and meet accessibility compliance requirements.10Recommendations for 2019 1. Partner with a trusted video production ag

19、ency and/or seek out freelancers to help you scale higher-end video production. Consider independent producers, video production agencies, and content mediation platforms such as Movidiam, StudioNow, and Wooshii.2. Invest in your in-house video production capabilities to make this a core competency

20、of your marketing team heading into 2020. Consider hiring a dedicated video producer and/or training up your content marketing, social media, and communications teams.3. Experiment with different approaches to creating conversational and educational video across your teams. Explore different options

21、 such as webcams, screen recorders, DIY video creation tools, and entry-level video production equipment.Video creation becomes democratizedAs video ventures its way throughout the customer lifecycle, the way businesses think about it is changing fundamentally. The idea of video production is being

22、complemented by video creation, a subtle but important shift that recognizes the growing use of video as a conversational medium that can be leveraged by nearly any team across the business. Much like employees are expected to create emails, documents, and presentations today, they will be empowered

23、 to create videos to improve the way they communicate across the business. This will lead to widespread adoption of video capture and creation software, ranging from webcam and screen recording tools to lightweight video editing and compositionin addition to the expanded use of smartphones, DSLR cam

24、eras, and entry-level video production gear. A major implication of this trend is that the number of video assets created and shared by the average business will grow exponentially in 2019 and 2020, forcing them to consider how to evolve their video creation, content management, and playback strateg

25、ies. 11Reel Stories: Act-On sees big returns from video everywhereAct-On Softwarethe leading adaptive marketing platform that drives personalized and purposeful multi-channel marketing for mid-market enterprisesstarted their video journey with webinars for lead generation. After finding great succes

26、s, they expanded their use of video to include online customer stories, product explainers, thought leadership videos, social videos, and even personalized videos to wish their customers a happy holiday. They also made a product demo video the star of their homepage, where it has quickly become one

27、of their top sources of new leads and pipeline. Video content was directly responsible for helping Act-On increase their number of qualified leads by 40%, engagement in email marketing by more than 70%, and overall audience engagement by a whopping 4x. What was most impressive is that they did this

28、almost entirely in-house using existing talent within their marketing team along with basic video production equipment. In 2018, Act-On expanded its use of video to include one-to-one video engagement from their sales team and conversational social videos shared by their executives. To see how Act-O

29、n is using video across their programs, check out their site or peruse their video hub. 1202 Video takes on social, web, and inbound13The rise of video on social media has been nothing short of extraordinary. Facebook and Snapchat reported 8 billion and 10 billion video views every day on their plat

30、forms and that was back in 2016 (the most recent year the two have provided this data). Then 2017 saw Facebook and Twitter launch live video services and, in 2018, LinkedIn introduced native support for video aimed at business professionals, B2B brands, job seekers, and students. While large consume

31、r brands have been capitalizing on this for years, a broader spectrum of businesses are now embracing social video. Video is also taking on a starring role in inbound marketing and brand websites. While its difficult to quantify the exact impact of video on these channels, most experts agree that th

32、e presence of high-value video content has become an important factor for conducting effective search engine optimization (SEO) and improving rankings on search engine results pages (SERPs)due in part to its ability to increase average time on page. Well see these trends accelerate in 2019 as market

33、ers embrace video on their website and make more frequent use of it to answer common questions, explain complex ideas, and boost overall audience engagement.14Social-first video and vlogging are the new normThe use of video on social media and blogs isnt new, but were seeing a significant change in

34、how most businesses are approaching these channels to deliver more authentic and engaging content to the masses. In the old world, videos were produced for other marketing programs and then re-purposed for sharing on social networks or blogs. In the new world, conversational and educational videos a

35、re being created explicitly for these channels. Consider this the rise of social-first video content and thought leadership that offers timely updates on market trends, answers to commonly asked questions, conversational dialogue with customers and communities, live Question and Answer (Q many brand

36、s are now taking things one step further by using engaging calls-to-action (CTAs) to drive immediate conversions from videos on their own websites and within their social feeds.In 2019, as video becomes more prevalent as a tool for lead generation and deal acceleration, more marketers will add inter

37、active CTAs to their video content to drive immediate action. Meanwhile, leading marketers will continue to experiment with videos designed to offer a more interactive experience using overlaid annotations and choose-your-own-path capabilities.Recent years have also given rise to personalized videos

38、 that literally bring the viewer into the story. Most personalized videos incorporate the viewers name, company name, or related information from their customer account with the goal of increasing engagement and delivering a more memorable brand experience. The technology to power this has quickly m

39、atured and the associated costs have dropped, making this a more accessible technology for a broader range of the market. While personalized video wont go mainstream in 2019, it will move from the experimental to early adopter phase with more brands integrating it into their email marketing campaign

40、s, account-based marketing programs, and automated nurtures to boost click-through and conversion rates. Recommendations for 2019 1. Create a branded episodic video series around a topic that is timely and relevant for your market. Maximize returns by leveraging the content for social, YouTube, blog

41、s, email marketing, nurtures, resource centers, and more.2. Consider an opportunity to experiment with personalized video to boost the click-through and engagement rates for a key outbound marketing campaign in 2019. This could target your nurture list, key accounts, or even your existing customers.

42、Reel Stories: Drift and PortoBay Hotels use personal connection to fuel greater engagementDrift, the worlds leading conversational marketing and sales platform, has launched several episodic video series amassing a huge following and cultivating significant brand awareness. Seeking Wisdom is a far-r

43、eaching thought leadership series appealing to entrepreneurs and business professionals while The One Thing offers highlights from each episode in under two minutes. Coffee with a CMO appeals to marketing leaders (their typical decision makers) and Marketing Minute targets practitioners. These serie

44、s dont focus on Drifts products; instead, they offer highly shareable thought leadership that provides value to Drifts community and expands their reach.PortoBay Hotels, a chain of luxury hotels located in Portugal and Brazil, was faced with a significant challenge in May of 2018. With General Data

45、Protection Regulation (GDPR) coming into effect in the European Union, they risked losing a sizeable portion of their database if they couldnt get individuals to opt-in for communications. To optimize engagement, they delivered an irresistible personalized video resulting in 65% of their active data

46、base opting in for future communications.2204 Video humanizes B2B sales and support23We saw video take the sales world by storm in 2018. Most B2B inside sales teams have already embraced video conferencing tools such as Zoom, and many have started adopting one-to-one video messaging to improve the e

47、ffectiveness of outbound prospecting and asynchronous communications. The use of one-to-one videos improves email response rates by 26% on average, according to a 2018 SalesLoft research report that analyzed over 134 million emails sent by sales reps. Meanwhile, the most successful sales teamssuch a

48、s those at Dynamic Signal, Terminus, League, HubSpot and 1HUDDLEhave seen their response rates increase by as much as 300%, according to Vidyard data. The use of video within the customer lifecycle isnt stopping with marketing and sales. Many customer support teams have also adopted on-demand video

49、content within their knowledge bases to help reduce cost-per-call, decrease support ticket volume, and increase overall customer satisfaction. The greatest challenge they will start to overcome in 2019 is understanding how to create, manage, and update this content at low cost without dependencies on external teams or agencies.24Video re-humanizes the sales processIts hard to argue that video will have a big role to play in how inside sales teams build relationships with buyers moving forward. For those unable to meet prospects in-person, v