How to make better videos for your business:

Analyzing video marketing data can help guide your decisions so you’re creating videos that resonate with your audience and set you apart from the crowd.

Are you constantly wondering how to make better videos for your business?

The videos should tell a story that resonates with your audience and gives a clear message.

The best way to achieve these goals is to learn from what has – and hasn’t – worked in the past, as well as to analyze relevant data.

Vidyard, a leading video marketing platform, has released a benchmark data report for 2019, and it offers a few key insights for companies looking to create videos that hit the mark with their audience and help them stand out in the crowd.

Let’s take a look at the changes that have taken place over the last few years, what the data mean for you, and how you can use the information to make better videos.

Video data that matters

There are several notable changes in video trends that can inform your business video marketing strategy moving forward.

1. Length of videos

In 2017, the benchmark study’s data shows that 56% of videos produced were less than 2 minutes long.

By 2019, that number has jumped to 73%.

Source: Video in Business Benchmark Report

A few factors have likely caused this shift include the following:
It could be that people’s attention spans are getting even shorter.
Or businesses may be driving the change, as shorter videos are easier and quicker to produce.


Regardless of the cause, your business should consider taking longer videos and chopping them up into several shorter videos. This way you can feature some specific but shorter topics that are of interest to your audience.

You’ll also have a lot more individual assets to use, and you’ll be able to gather more data from your videos to understand what IS resonating with your audience.

If you have a longer-format video that you worry is too long, a great way to keep the viewers’ attention is to break it down into clickable chapters. That way, viewers can control and drive their viewing experience.

Here’s a great example of a long-format video that was edited into clickable chapters for Counsyl. Clickable chapters are becoming more common and are typically facilitated by the video player you use.

2.Top three types of video

Vidyard’s benchmark data shows the types of videos being created between 2017 and 2019.

The rise of the webinar is interesting to note:
In 2017, webinars didn’t even rank as a top video type, whereas explainer videos scored the highest.
By 2019, the webinar dominates the number one rank for type of video produced, and the explainer video has dropped in ranking.


Webinars are likely rising because of their economic feasibility, and they are easy to create. Organizations can offer a wealth of information in a webinar, which is attractive to audiences, and their flexibility in terms of topics that can be covered is ideal for marketing purposes.
Webinar case study
One way to maximize the resources your company invests in a webinar actually occurs after the webinar takes place.

Webinars are essentially a screen lecture that is recorded live, with a live audience. Post-recording, the webinar can be sent to people who missed the live event. It can also be chopped up into smaller videos that focus on specific topics.

We helped Endogastric Solutions maximize their webinar marketing. We took their webinar footage and turned it into a series of videos, adding voiceover to guide viewers through the videos. With one webinar video, we created a 10-part video series.

(You can take a look at one of the videos from the series here.)

You can turn a one-time investment in a webinar into multiple marketing deliverables that effectively engage your audience, attract new customers, and ensure that you stand out in a competitive market.

Business video marketing that works

Data helps you to craft a strategy that’s effective for your brand and will engage your target audience, guiding you toward how to make better videos.

Understanding how video length and the types of videos that are resonating with viewers is valuable for finding ways to differentiate your brand from the competition.

Use the insight you gain from analyzing relevant studies to learn how to make better videos.