2022 Video in Business Benchmark Report Shows Continued Triple-Digit Growth in Video Use

Proven effectiveness and conversion now driving video usage for sales, marketing and business communications

KITCHENER, Ontario, May 19, 2022--(BUSINESS WIRE)--The easing of pandemic-related constraints on in-person meetings and events did not slow rapid growth in the use of video for sales, marketing and other business communications, according to the fifth annual Video in Business Benchmark Report from Vidyard. The report, which analyzed primary data from more than 1,350,000 videos published by more than 2,000 businesses during 2021, showed an extraordinary 178% increase in video creation compared to the same period in 2020. In addition, the report found that 80% of all videos created were user-generated versus 60% in 2020.

The 2022 Video in Business Benchmark Report, compiled by Vidyard and featuring data from Demand Metric, analyzes the way businesses use video to support sales, marketing and communications initiatives. The findings are based on analysis of anonymized video creation and hosting data from Vidyard’s user base, representing a broad range of industries and organization sizes. The 2021 report also evaluates, for the first time, the growing use of live video.

"Pandemic-related constraints on in-person interactions have no doubt been a catalyst for growth in business use of video over the past two years," said Tyler Lessard, Chief Video Strategist and VP of Marketing at Vidyard. "But yet another triple-digit increase in the use of video for sales, marketing and business communications purposes – even as those constraints began to ease – signals that video is now firmly established as an essential tool for sellers, marketers and corporate communications teams."

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