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46% of Businesses Use Videos in Email Marketing, Up 10%

Businesses are using videos in more than just their YouTube channels. According to data from the 2018 benchmark report released by video marketing solutions company Vidyard, 46 percent of businesses use videos in email marketing, and that’s up from 36 percent the previous year. What’s more, 86 percent use video on their websites, 77 percent on their social media channels, 60 percent on landing pages, and 37 percent in sales conversions.

email marketingFor email marketing, the most common type of video used was a demonstration showing how to use a particular feature. The second most popular type was a product video and the third was an explainer.

These numbers come from first-party data collected through Vidyard’s video platform used by over 600 businesses, so it’s a sampling of businesses that are already investing in video. Still, it shows how video use has increased strongly in just one year.

The report also shows that businesses of all size are publishing a lot more videos than they used to:

“The most surprising shift from the previous year was the dramatic increase in how many new videos were published on a monthly basis by each company we analyzed,” says Tyler Lessard, Vidyard’s vice president of marketing. “New videos published per month was up 83 percent year-over-year with the average company now publishing more than one video per day! Equally surprising was seeing that small companies were just as big a factor in this growth as their larger counterparts, proving that when it comes to using video in your marketing programs, size doesn’t matter.”

Despite mobile getting a lot of attention, Vidyard’s report says 89 percent of the videos on its platform are watched on desktop computers. Chrome is the most popular browser (58 percent) and viewing consumption is highest between 10AM and 1PM EST Tuesday, Wednesday, and Thursday.

For more stats on how companies are using video, download the “2018 Video in Business Benchmark Report” for free (registration required).


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