Tired of sending text emails that bore your audience? Try video.
Video is a top prospecting tool, especially in the financial services and high tech markets, judging by Video in Business Benchmark Report, a study by Vidyard.
In fact, financial services has overtaken high tech as the No. 1 sector, the first time this has happened. And this is part of an apparent larger shift: In 2021, the leaders were High Tech, Media/Entertainment/Publishing and Communications.
The study is based on an analysis of over 1,778,000 videos that were created or uploaded to Vidyard in 2022, a 29% increase over the prior year.
Of these, 72%, were user-generated, using Vidyard’s tools. The remainder were created elsewhere and uploaded.
But keep this in mind: Since these numbers reflect only Vidyard’s clients, it is likely that the boost in video use in some sectors is due to a dedicated sales efforts in those areas.
Either way, the study shows the number of videos deployed per company in 2022:
How does your firm stack up against these numbers?
Of those studied, 74% of BDRs and SDRs are creating outbound prospecting videos, along with 67% of account executives. Product demos are being used by 65% of customer service reps.
In terms of length, 2- to-4-minute videos saw 53% growth. And 4-to-10-minute video usage grew by 25%.
The study cites research from Salesloft found that including a video in an email increases reply rates by 26%.
The study urges financial services companies to “stop being a faceless entity behind a text email, and start sending your own personal (and secure) videos. When a client sees your face and hears your voice, it establishes an instant sense of trust, and they feel personally cared for.”
Vidyard advises firms that if “your company has a library of produced videos already on hand, host them with a built-for-business video platform that lets you analyze how they’re performing. If you need to connect with customers in a personal way, start recording your own one-to-one videos. Start by just turning on your webcam, recording a quick introduction, and sending it to a new prospect in lieu of that same old cold email.”