Video creation in 2021 held its ground compared to 2020, which across categories was a huge leap from what we saw in 2019. Here, we looked at how many total videos were uploaded to our platform, average video length, how often folks produced videos, and more.
“We’re scaling video production from a few videos completed last year to full-scale video production in 2022”Aaron Treguboff - Marketing Director at Fullbay
Number of Soapbox videos created
With so much great content out there, grabbing people’s attention is key. We looked at how brands present video content to their viewers, including video player customization, video quality, accessibility improvements, and how videos are organized for viewers.
New Wistia Channels created in 2021
5% of videos uploaded to Wistia use captions
The amount of video people consumed continued to skyrocket in 2021, indicating that viewers’ desire for great videos is only increasing. We analyzed video plays and total minutes watched, and looked at that data compared to the total number of videos uploaded.
“We all took a step back when Covid pushed everything virtual. Video gives you an opportunity to connect emotionally…”Angela Lombardo - Sales, Marketing Specialist at APEX Analytix
Engagement helps brands understand the time viewers spend with their videos. We calculate this by taking the total time viewers actually spent watching a given video, and dividing that number by the total time they could have spent watching it (a.k.a. 100% engagement).
“Videos last. We want to invest more in video content that will remain relevant 12-18+ months.”Isaac Lawlor - Video Content Producer at Digistorm
Video can be an impactful part of your growth strategy, and we wanted to see how video marketing helped companies grow. Here, we looked at how video was used to capture leads, encourage repeat visits, and bring viewers into marketing automation workflows.
In this section, you’ll see a few terms that may be new to you. We’ll be comparing Wistia’s three video lead-generation tools: Turnstile, CTAs, and Annotation Links. Turnstile allows you to capture email addresses with custom forms at any point throughout your video. Calls to action (CTAs) make it clear to the viewer what you’d like them to do next with full-screen cards that link to other content. And Annotation Links appear in the corner of the video, providing links to other pages or content without interrupting the viewing experience.