Vidyard analyzed 2022 data from over 1.7 million videos created by their customers to investigate how video length affects retention rate. 53% of viewers completed videos from businesses. Retention rate is affected by video length, with 66% of viewers finishing videos under a minute, 56% finishing between 1-2 minutes, and 50% for 2-10 minutes.
The most common video types created by businesses were product demos and explainers. 34% of the videos analyzed were less than a minute long, 25% were between one and two minutes, 20% were between two and four minutes, 10% were between four and 10 minutes, 3% were between 10 and 20 minutes, and 8% were longer than 20 minutes.
The research was based on an analysis of 2022 data for more than 1,778,000 videos created by Vidyard customers.
... continue reading below
Business Video Benchmarks: Retention Rates by Length
Don't worry ... it's FREE!
For brands that sell products with lifespans that stretch into multiple years, devising a digital marketing content strategy can be difficult. Consider a mix of content from these nine topic areas. Read more.
Discover how AI is transforming product-content orchestration in B2B marketing, blending automation with human creativity for impactful strategies.
Creative professionals say the biggest challenge they face with repurposing content is trying to adapt pieces properly for various platforms, according to recent research.
Discover how a strategic conversion copywriting process maximizes engagement, aligns messaging, and boosts marketing campaign ROI. Refine your process for success. Read more.
Google's updated SEO policies challenge marketers to prioritize quality over quantity in AI-generated content. Learn how to adapt. Read more.
B2B buyers say they're most likely to share vendor content that analyzes data related to their specific industry or role, according to recent research.