We use essential cookies to make Venngage work. By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.

Manage Cookies

Cookies and similar technologies collect certain information about how you’re using our website. Some of them are essential, and without them you wouldn’t be able to use Venngage. But others are optional, and you get to choose whether we use them or not.

Strictly Necessary Cookies

Always Active

These cookies are always on, as they’re essential for making Venngage work, and making it safe. Without these cookies, services you’ve asked for can’t be provided.

Show cookie providers

  • Venngage
  • Amazon
  • Google Login
  • Intercom

Functionality Cookies

These cookies help us provide enhanced functionality and personalisation, and remember your settings. They may be set by us or by third party providers.

Show cookie providers

  • Venngage
  • Chameleon
  • Intercom
  • Algolia

Performance Cookies

These cookies help us analyze how many people are using Venngage, where they come from and how they're using it. If you opt out of these cookies, we can’t get feedback to make Venngage better for you and all our users.

Show cookie providers

  • Venngage
  • Mixpanel
  • Intercom
  • Google Analytics
  • Hotjar

Targeting Cookies

These cookies are set by our advertising partners to track your activity and show you relevant Venngage ads on other sites as you browse the internet.

Show cookie providers

  • Google Ads
  • Google Tag Manager
  • Facebook
  • Pinterest
  • Product
  • Solutions
  • Templates
  • Learn
  • Pricing
Learn
Educational Resources
Blog
Blog
Webinars
Webinars
Help Center
Help Center

How Do Brands Use Video Content?

By Ryan McCready, May 18, 2021

Video in Business

Video content creation has grown dramatically in the past year no matter what industry your business may be in.

Even industries that have not been content-driven are now connecting the dots between video and educational content, especially in a world quickly moving over to an online reality.

So how is video content produced by businesses, and how has that grown over the years?

Let’s take a look at the trends.

Finance & Education video creation grew massively

Video creation has always been huge in the tech industry, but in 2020 the finance sector saw 129% growth and education and public services 203% growth compared to 2019.

Video in Business

For these fields, the number of videos created was actually higher than that in even the media, entertainment and publishing industries. It looks like less traditionally video-savvy industries are choosing videos for their business.

In terms of user-generated video creation in 2020, the tech and financial services industries were still paving the way, followed by professional services (275 videos) and media, entertainment and publishing (273 videos).

Video in Business

For produced videos, with nearly half of their 583 videos being produced video content, the tech industry comes second in the race. Retail and consumer goods comes in first with 248 produced videos out of the 340 videos in total.

Video in Business

Since people are online shopping more, that might explain the retail industry’s push to showcasing their products in video format for consumers.

These numbers will most likely skyrocket in 2021, as the work-from-home lifestyle is becoming a permanent reality for most industries.

Smaller companies rely on more user-generated content

Enterprises tend to have more user-generated than produced video content. However, smaller companies are creating user-generated content at a lot more.

Most of this user-generated content is taken by screen recording the original content and then sharing it from official brand channels.

Video in Business

Screen-recording content is easy, fast and free, making user-generated video content more popular for smaller companies (under 200 employees).

User-generated videos take up 76% of the total amount of videos smaller companies created. This is contrasted with the figure for enterprises’ user-generated content, at only 45%.

Small companies tend to use their own team members and resources, and this has actually even grown by 19% compared to 2019.

As a company reaches a large business or enterprise level, it mixes internal resources with external. Enterprises have bigger budgets and have more resources and departments dedicated to producing more polished content, or outsourcing.

Either way, more companies are investing in video content. But what kind are they focusing on?

Most videos are actually educational

The majority of videos increasing are education-focused, including step-by-step webinars, demos, courses and videos explaining how-to processes.

Video in Business

Self-serve content seems to be most effective in the B2B space, where findings show that buyers have already made their purchasing decision even before talking to sales about demos.

This is why it’s important to educate customers about product value and benefits as much as possible in your business, so they can find it with ease.

Additionally, these videos seem to be shared on social media and official websites so that customers can easily find them.

Video in Business

So what are you waiting for? Lights, camera, action!

(Psst, Venngage has a new Video Editor you can use to get started.)

Sources

TAGS:
About Ryan McCready

Ryan McCready went to the University of Arkansas and graduated with a degree in economics and international business. Now instead of studying the economy he writes about everything and enjoys stirring the pot.