Video content just got a bit more compelling for B2B marketers. A new report from Vidyard indicates that while B2B video is getting shorter, viewers are actually watching longer. The report says that last year, the average length of published videos was a little more than four minutes, which is 33 percent shorter than 2017’s average length of a little over six minutes. And just a year prior to that, the average length was more than 13 minutes. The trend toward shorter videos has been declining at a fast, consistent rate. And we shouldn’t find this surprising, considering the data. According to the report, videos under a minute long have the highest completion rate, with 68 percent of viewers watching to the end.
So what does this mean for B2B marketers? As video continues to surge for both relevance and consumption for B2B, bigger (or longer) is not always better. According to the report, 87 percent of B2B video watching is still happening on desktop, which means B2B buyers are often watching video on their desktops while at work. They want to get the information they need, have it be high-value, then move on. What does your video strategy look like as we move into the latter part of 2019? Video is having, and will continue to have its moment in B2B. And just like many things in life, when it comes to B2B video, less is definitely more.