Video in Business Benchmark Report

Total video creation in 2024

2024 Statistics

• Vidyard users created a total of 943,305 videos.
• That’s 88% more than last year.
• Vidyard users create an average of 37 videos each.
• That’s up 241% from the year before.
• On average, each user has gone from creating one video per month to nearly one every 10 days.

Insights

In 2024, the rate of video creation nearly doubled compared to 2023, a clear sign that video has become a critical piece of many sales workflows.

Total # Videos Created

Here are three reasons why sales teams are creating more video content this year:

1. Top performing sellers know that video isn’t optional—it’s table stakes in modern selling and provides value across the entire sales cycle.

   See how Pavilion, a community learning platform, secured 2x more responses after incorporating video messages into every one of its sales sequences.

2. Reps are becoming more comfortable with the video creation process and gaining access to more effective AI video tools.

   Read how ReviewThatPlace.com, a digital solutions company, used AI Avatars to boost proposal engagement by 760%.

3. Sales teams are driving revenue with video. The huge increase in the number of videos created per user indicates a shift from experimental exploration to strategic implementation on the path to hitting business targets.

   For HubSpot, one rep’s success with video outreach led to team-wide adoption and 4x more booked meetings.

Video length vs. viewer retention

2024 Statistics

• This year, users created 420% more videos over 20 minutes in length.
• Videos under 3 minutes long grew by approximately 30%.
• Videos between 3 and 20 minutes long grew by around 60%.
• If a video is under 1 minute long, 65% of viewers stay engaged all the way to the end.
• Meanwhile, if a video is over 20 minutes long, only 20% of viewers remain engaged through to the end.

Total videos created by length bucket

Insights

The above data reveals two trends:

1. Shorter videos keep viewers more engaged. As videos increase in length, engagement consistently decreases at every runtime milestone.
2. At the same time, videos over 20 minutes in length saw a 4x jump in creation rates compared to last year.

What does this mean?

Sellers are using video throughout the sales cycle. When creating videos for prospect outreach, reps can often get their message across in less than a minute. But when it comes to later-stage sales interactions, videos tend to run long to cover more in-depth topics like product demos, Q&As, and proposals.

Importantly, video length data only tells part of the story. Other factors, such as viewer intent, also impact engagement. Videos that serve up certain information at the wrong point in the sales cycle are likely to generate less engagement. So long as your team thoughtfully compensates for these factors, they can increase engagement across all video lengths.

Our suggestion: When creating video content, exercise brevity wherever possible. Here are two strategies we’ve seen successful teams employ:

1. Break longer content into bite-sized segments. Instead of one 30-minute demo or 50-minute webinar, create a series of 3-minute videos that focus on the most interesting takeaways.
2. Front-load key messages. The highest level of viewer engagement occurs within the first quarter of a video’s runtime. Deliver the most important takeaways within that window.

How organizational size influences video creation

2024 Statistics

• Mid-market companies (600-5000 employees) created the greatest number of videos on average.
• The average company in this bracket created 267 videos in 2024.
• Small companies (0-30 employees) are the second most prolific video creators.
• The average company in this bracket created 144 videos in 2024.

Average Number of Videos Created by Company Size

Insights

The data reveals an interesting pattern in video adoption across different company sizes…and it's not the one you might expect.

1. Mid-market companies (600-5000 employees) have hit the video adoption sweet spot. They're large enough to have sophisticated processes, but agile enough to quickly implement new technology.

2. Meanwhile, sub-30-employee companies are leveraging video to punch above their weight, creating personalized experiences that rival those of larger competitors.

   “Using video to prospect has really helped our team focus on personalization, and has yielded amazing results.”

   Read ReviewTracker's full story here.

   

   Colleen FreedmanDirector of Revenue Operations @ ReviewTrackers

3. Enterprise organizations (5000+ employees) are creating the fewest videos per company. This likely reflects the challenges of implementing new tools across large, complex organizations.

   However, as agentic video experiences make creation and distribution more scalable, we expect enterprise video creation rates to pick up in 2025.

Video creation by industry

2024 Statistics

• Compared to 2023:
• Education companies created 436% more videos.
• Consulting companies created 280% more videos.
• Professional services companies created 200% more videos.
• Financial services companies created 189% more videos.
• High tech companies created 149% more videos.

Increase in Number of Videos Created per Industry

Insights

Companies across numerous sectors are increasing video usage to positively transform the way they connect.

Here are some quick insights that might explain these increases:

1. For the education industry, the massive increase in video adoption may stem from the need to create more engaging experiences for prospective students and donors.
2. Success in the consulting, professional services, and financial services industries is built upon quality relationships. Video messages help foster trust between buyers and sellers with every interaction. They also serve as a key differentiator in sectors like these, where businesses can often be slower to adopt new technologies.
3. While the high tech industry saw a (relatively) lower growth rate, tech companies were some of the earliest adopters of video selling. Continued growth this year shows that even mature industries are finding new ways to put video to work.

Across all other industries, video creation rose by an average of 147%.

The explosive adoption of agentic video

2024 Statistics

• In just eight months, user adoption of Vidyard’s AI Avatars feature shot up by 12x.

In April 2024, Vidyard launched AI Avatars, the first sales-focused tool for delivering agentic video experiences. By December, adoption had increased by a staggering 12x.

This explosive growth tells a clear story: Sales teams face critical challenges as they move into 2025 and they’re rapidly embracing new technology to hit their goals.

What’s more, this increase suggests that sales teams are finding real, practical applications for agentic video experiences within their current sales processes. They're moving beyond the testing phase and implementing agentic video experiences to drive tangible business results.

But how? Agentic video experiences empower sellers to scale up outreach without sacrificing personalized connection and authenticity or overwhelming their own capacity. Teams are discovering they can maintain the human connection while dramatically increasing their reach.

We expect this trend to gain even more momentum in the year ahead. Agentic video experiences are the future of selling. Early adopters are already seeing (and proving) the value of these AI-powered experiences, and teams that aren’t adapting to this shift are quickly being outpaced.

Top video use cases for individual sales roles

Now that we’ve established the overall growth of video in business, let’s take a look at how individual sales roles are adopting video to hit targets and drive revenue.

1. Business Development Representatives are using video to break through the noise in crowded inboxes. By using video for first touches and lead follow-up, they're seeing up to 5x more replies from prospects.
2. Sales Development Representatives have made video a core part of their qualification process. They're booking up to 4x more meetings by using video to follow up after events and maintain momentum between calls. This approach helps them build stronger relationships and move more qualified opportunities into the pipeline.
3. Customer Service Managers rely on video to strengthen customer relationships and reduce churn. They've discovered that video is particularly effective for onboarding walkthroughs and proactive check-ins with at-risk accounts. The face-to-face connection helps them spot and address potential issues before they impact retention.
4. Account Executives are revenue drivers who handle some of the most complex and high-stakes conversations in the sales process. They understand that generic outreach doesn't cut it anymore. These reps use video to share the right message at the right time throughout long sales cycles—all while ensuring that their workday is as efficient as possible.
5. Account Managers are also common users of personalized video. They’ve found it to be a crucial tool for building the kind of buyer trust that drives account retention and expansion.

Using video in sales across the entire customer journey isn’t a luxury—it’s a necessity. Teams who aren’t leveraging video today are leaving revenue on the table.

3 ways sales teams can use agentic video experiences

The findings in Part 1 also show that sales teams with access to agentic video tools are eager to adopt them. This dramatic surge isn't just about novelty. It’s a fundamental shift in how sales teams are hitting quota, closing deals, and driving revenue.

Video messages are already proven to succeed in delivering personalized, high-impact outreach. And in 2025’s competitive landscape, that’s exactly what sales teams need.

“But shouldn’t my team focus on creating the high-touch 1:1 videos that buyers crave?”

Agentic video experiences make it easy to hit your goals without sacrificing buyer expectations. Your team’s outreach can become more personalized and more scalable—without having to compromise on either side.

Here are three ways we’ve seen agentic video experiences transform sales teams this year:

1. Agentic video experiences scale personalized and impactful outreach.

   Teams can deliver consistent, high-quality, and personalized messaging with every conversation.

   And reps can create hundreds (or thousands) of personalized experiences in a matter of minutes. That means a customized, targeted experience for every stakeholder at every step of the sales process.

   Such a high level of personal engagement leads to stronger relationships, increased buyer trust, and more deals making it over the finish line.

2. Agentic video experiences create passive value while growing engagement.

   Sellers’ energies are best focused on working with decision-makers to bring deals over the finish line. Agentic video is an ideal way to handle many of the other repetitive, large-scale communications, like breaking open new conversations with prospects.

   Meanwhile, reps can channel their energy back into high-value activities that directly impact revenue—like buyer relationship management and strategic account planning.

3. Agentic video experiences empower consistent performance across the sales team.

   Every sales team has high and low performers. Successful reps understand what buyers want to see and tailor their activities accordingly. On the other hand, struggling reps have trouble fine-tuning their messaging, managing their time, and prioritizing the right deals.

   Agentic video experiences help standardize the quality of outreach across the entire team— from when to send that follow up to what messages will resonate most – while also helping struggling reps achieve consistent success.

Opportunities for agentic video in your sales process

#1: High-volume prospecting

Agentic video experiences are ideal for outreach to large lists of prospects, where messages need to be personalized at scale.

#2: Moneyball or "quick win" campaigns

Your team can launch campaigns targeting a broad audience with a focused message to quickly generate leads or conversions.

#3: Announcements and updates

Reps can send universally relevant updates, featuring personalized details about why the update matters to each contact.

#4: Mass outreach with similar content

Agentic video experiences are a powerful way to send the same information to a long list of recipients (such as product benefits, case studies, or event invites) while retaining a personal touch.

#5: Connecting with non-engaged leads

A personalized video is an ideal way for your team to shock relationships back to life. The right video at the right time grabs buyers’ attention and re-engages them in the conversation.

Best practices for delivering agentic video experiences

#1: Re-use video scripts

Agentic video experiences are ideal for outreach to large lists of prospects, where messages need to be personalized at scale.

#2: Reference previous interactions

Reps can harvest information on previous interaction by referencing call summaries and email chains. Armed with that data, they can highlight previously referenced challenges, use cases, and other details within their videos.

#3: Drive next steps with in-video calls to action

Using tools like Vidyard, you can insert a call to action (like a button linking to a booking calendar) directly into a video. This call to action will automatically display for every viewer. It’s an ideal way to immediately push viewers to the next step without having to leave the video experience.

#4: Don’t over-send

Reps who send thousands of personalized videos at once can be overwhelmed by the sheer number of replies they receive. This impacts their ability to provide a high level of engagement to each interested lead. Advise your team to send videos in smaller batches so they have the bandwidth to provide a high-quality experience to each reply.

#5: Generate in batches

Your reps can batch-generate agentic video experiences for specific outreach steps (like initial email sends or meeting follow-ups). This helps them focus on delivering that personal touch at the right stage in their cadences without becoming distracted or fragmented.

#6: Add value through video backgrounds

A video’s background is a powerful tool that your team needs to take into consideration. Reps can add extra interest and context by featuring an image or slide in the background of their video.

Here are a few ideas for video backgrounds:

• A buyer’s LinkedIn profile
• A slide showing key takeaways from a previous call
• A page from the content asset that a rep is sending over
• Your company’s branding and contact details

#7: Know when to use AI—and when to record individually

Sometimes, complex messages require detailed explanations or visual aids. In these instances, it’s best if reps record their videos manually.

Agentic video playbook for sales teams

These plays are designed to help your team maximize the impact of agentic video experiences quickly.

Each play includes a suggested script template that your reps can customize for each conversation.

The key is in the keyword

For best results, your team will want to use an agentic video tool that supports automated script keyword replacement, such as Vidyard’s AI Avatars.

This feature references a user-supplied spreadsheet of contact details to fill in specified variables within the script. It’s the true key to personalizing your team’s videos at scale.

The plays below include sample spreadsheets showing how to set up contact details for keyword replacement. Your reps can plug in their own information using the same format.

Play #1: Initial email outreach

Suggested sales roles: BDRs, SDRs

Play overview

This is a rep’s first touch—meaning it’s their first chance to make a great impression. In this play, the rep embeds a video message inside their email to set themselves apart.

This play is a chance to introduce themselves, highlight a relevant pain point, and include a low-pressure CTA. And by putting a face to their name, the rep can start building that deal-sealing personal relationship with the very first interaction.

Suggested video script

Hi {{First Name}}. [Your name] here from [your company]. I’m making you this quick video because I see you’re a {{Title}}. How are you feeling about {{Challenge}}? On that topic, I want to share some ideas about how {{Similar Company}} is using [your company] to {{Benefit}}. If this is something you’d like to chat more about, you can set up a time with me using my booking calendar. Take care!

Sample contact detail spreadsheet for keyword replacement

Play #2 : Follow-up via email

Suggested sales roles: BDRs, SDRs

Play overview

If a rep’s initial outreach doesn’t garner much interest, they can deploy this play to try and re-engage. By sending an entirely new video, reps can demonstrate how committed they are to getting some time with the buyer.

In this play, reps should address a variety of specific pain points and segments, as well as cutting deep into what kinds of challenges make the prospect tick. The goal is to ultimately demonstrate exactly how the solution can fix those problems.

Suggested video script

Hi {{First Name}}. I want to ask you about how you’re {{Challenge}}. I know it’s something a lot of teams are having a hard time with right now. And if you don’t get on top of it, an issue like this can lead to {{Ramification}}.

[Your company] is helping companies in the {{Industry}} industry, like {{Similar Company}}, {{Benefit}}. I’d like to grab some time with you to talk about it.

Sample contact detail spreadsheet for keyword replacement

Play #3: Pre-call reminder

Suggested sales roles: BDRs, SDRs

Play overview

No-shows have a substantial impact on pipeline. A pre-meeting reminder video makes it more likely that a buyer will attend the upcoming call.

This play is an opportunity to set the call up for success ahead of time by delivering a tangible reminder, stating the agenda, and highlighting key points of interest.

Suggested video script

Hi {{First Name}}, just a quick reminder about our call tomorrow at {{Time}}. We’ll cover {{Agenda Point}} for {{Decision-Maker Role}}. Looking forward to it!

Sample contact detail spreadsheet for keyword replacement

Play #4: Post-call/post-demo follow-up

Suggested sales roles: Account Executives, Account Managers, CSMs

Play overview

A post-call follow-up helps reps strengthen the relationship and shorten the length of their sales cycle.

Reps can use this play to recap what they discussed on the call, reinforce the value prop, and drive actionable next steps in a compelling, humanized way. If your team is seeing a lot of conversations stall out post-call, have them give this play a try.

Suggested video script

Hi {{First Name}}. It was great connecting today.

I hope you found our discussion around {{Key Feature}} valuable for addressing {{Specific Challenge}} in your {{Department}}. Based on what we reviewed, I believe this solution will really help you {{Key Value}}.

As a next step, I’ll be sending {[Next Step}}. I’m looking forward to continuing the conversation.

Sample contact detail spreadsheet for keyword replacement

Play #5: Share case study or thought leadership resource

Account Executives, Account Managers

Play overview

Buyers often struggle to fully grasp the value of a solution—especially when it isn’t directly tied to their unique challenges.

This play shares targeted content that connects your company’s offering to the buyer’s specific needs. Reps can use this video to surface a case study or resource, connect it to their challenges, and encourage further discussion.

Suggested video script

Hi {{First Name}}. I was thinking about our conversation and wanted to share a case study I think you’ll find interesting. It’s about how we helped {{Similar Company}} achieve {{Key Result}}.

I’ve attached it to this email. Let me know if you’d like to chat more about it!

Sample contact detail spreadsheet for keyword replacement

Play #6: Engage multiple stakeholders

Account Executives, Account Managers

Play overview

Today, there are four or more stakeholders getting involved in the average deal process. In a remote selling world, reps get limited (if any) face time. Engaging with all of those stakeholders through text-only emails only leads to delays.

This play brings new stakeholders up to speed. Reps can send a personalized video that summarizes core challenges and invites the stakeholder to join the conversation.

Suggested video script

Hi {{FirstName}}. Quick update on my conversations with {{Original Stakeholder}}. I’m currently working with {{Original Stakeholder}} on solving {{Challenge}}, but I want to make sure your voice is heard in this process. I’ve attached a quick overview of what we’re tackling together. Let’s discuss how we can align our efforts!

Sample contact detail spreadsheet for keyword replacement

Play #7: Hand off to customer success

Account Executives

Play overview

Renewals are a delicate time in the sales process. If your team doesn’t handle them thoughtfully, their conversations can come off as transactional and impersonal.

This play tackles that issue by creating a warm introduction for the Customer Service Manager, leading to a stronger relationship.

Suggested video script

Hi {{FirstName}}. As we approach the renewal period, I wanted to personally thank you for the journey so far. We’re excited to continue supporting {{Company}}. I’d like to introduce you to {{CSM Name}}, who will be working closely with you moving forward. Please feel free to reach out with any questions as we get closer to the renewal.

Sample contact detail spreadsheet for keyword replacement

Play #8: Upsell

Account Managers

Play overview

Your team can have difficulty identifying and acting on upsell opportunities, particularly when accounts aren’t aware of how new features can align with their needs.

Reps can use this play to highlight new features, surface relevant services, and showcase how they can further support the account’s growth.

Suggested video script

Hey {{FirstName}}. I hope things are going well at {{Company}}! We’ve recently introduced some exciting updates, like {{Feature 1}} and {{Feature 2}}, which could bring even more value to your team. I’d love to discuss how these additions can support your current goals. Let’s connect when you’re available!

Sample contact detail spreadsheet for keyword replacement

Play #9: Renewal reminder

Account Managers, CSMs

Play overview

If reps want to lock down a renewal, they need to demonstrate clear, measurable value right away.

This play is ideal for sending renewal reminder videos that highlight key achievements and ROI. (We recommend sending it 2 months before the renewal date.) By celebrating joint successes, your team can build a positive foundation for further discussions.

Suggested video script

Hi {{FirstName}}, it’s been great working with {{Company}}!

As we approach the renewal period, I wanted to take a moment to recognize the progress we’ve made together, like {{Achievement}}.

I’ll be reaching out soon to discuss how we can continue supporting your goals, but feel free to let me know if you have any questions in the meantime!

Sample contact detail spreadsheet for keyword replacement

Demographics

The 2025 Video in Business Benchmark Report was created and produced by Vidyard. The information for this report was collected from anonymized video creation data from a sample of Vidyard customers, representing more than 940,000 videos. Companies represented in this report span a variety of industries and organizational sizes. The data encompasses the time period of January 1, 2024, to December 15, 2024.