Stand out and improve response rates.
Generate more pipeline and close more deals.
Set your sales team up for success.
Host video content and convert viewers into leads.
Connect with buyers and close more deals.
Create and deliver an internal communications strategy.
“Personalized Vidyard video messages drove an 8x improvement in click-through rates and a 4x improvement in reply rates.” Read More
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Learn how our customers win more with Vidyard.
We analyzed nearly 1 million videos to pinpoint the tactics that video sellers use to win.
Explore key trends, insights on AI’s role in video selling, and data-backed playbooks your entire team can start using right now.
videos were created in 2024.
increase in videos created by individual Vidyard users.
increase in adoption of Vidyard’s AI Avatars.
Your sales playbook is dead.
Prospects are drowning in cookie-cutter outreach. Their expectations for personalized content at every touchpoint have never been higher. Meanwhile, your team is struggling to hit aggressive targets—and they’re working harder than ever with limited resources.
High-performing sales teams are harnessing the power of video hit targets in the hardest market. They know video messages capture customer attention and promote buyer trust with authentic face-to-face interactions in a remote-selling world.
But how do you replicate the impact of a personalized video connection for every prospect on your list when time and resources have never been more scarce?
Ten years ago, you would have been out of luck. Fortunately, the times are changing.
Agentic video experiences are here. And it’s easier than ever for sellers to build better buyer relationships at scale with AI.
Agentic video experiences are AI-generated videos that automatically send to customers and prospects on a seller’s behalf.
They’re triggered by actions in your marketing automation, customer relationship management, or sales enablement tools to deliver personalized messages that move deals forward.
For this year’s benchmarking report, we analyzed nearly 1 million videos created by Vidyard users to understand key trends in video selling.
In Part 1, we explore detailed data on:
In Part 2, we deliver tailored recommendations based on our findings including:
The exclusive data in this report reveals a clear message: Video offers a significant advantage for sellers trying to cut through the noise and connect with customers. Moreover, teams that are adopting agentic video experiences as part of their sales process are seeing massive gains in efficiency and value creation.
Chapter One
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.
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.
Chapter Two
The above data reveals two trends:
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:
Looking for more guidance on how your team can create video experiences that generate more engagement?
In Part 2 of this report, we serve up best practices and playbooks borrowed from our video selling experts.
Chapter Three
The data reveals an interesting pattern in video adoption across different company sizes…and it's not the one you might expect.
“Using video to prospect has really helped our team focus on personalization, and has yielded amazing results.”
Director 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.
Chapter Four
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:
Across all other industries, video creation rose by an average of 147%.
See how you can use Vidyard to build buyer trust and grow revenue within the unique landscape of your industry.
Watch our on-demand, no-pressure AI Avatars demo and learn how your team can use agentic video experiences to build customer relationships at scale while driving revenue.
Chapter Five
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.
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.
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:
Sit in on our weekly live demo hosted by a video expert. Learn practical use cases for integrating agentic video into your team’s sales process and get instant answers to your questions, all in one place.
Agentic video experiences are ideal for outreach to large lists of prospects, where messages need to be personalized at scale.
Example: A rep can send video-embedded intro emails to thousands of potential leads, featuring personalized names and company details in each video.
Your team can launch campaigns targeting a broad audience with a focused message to quickly generate leads or conversions.
Example: A video-enabled campaign promoting a limited-time discount to a wide audience, where each video focuses on unique pain points and use cases.
Reps can send universally relevant updates, featuring personalized details about why the update matters to each contact.
Example: A rep can send a video to announce new features or share product tips individually selected for each account.
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.
Example: A rep can distribute a quick overview of a case study, highlighting particular statistics for different accounts.
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.
Example: A rep can send a personalized re-engagement video that spotlights new features or success stories while also referencing details specific to the account.
Agentic video experiences are ideal for outreach to large lists of prospects, where messages need to be personalized at scale.
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.
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.
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.
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.
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:
Sometimes, complex messages require detailed explanations or visual aids. In these instances, it’s best if reps record their videos manually.
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.
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.
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!
| {{First Name}} | {{Title}} | {{Challenge}} | {{Similar Company}} | {{Benefit}} |
|---|---|---|---|---|
| Annie | Marketing Manager | the strength of your quarterly pipeline | Titan | book 4x more meetings |
| Bini | Director of Sales | your team’s response rate | Acme | 5x their replies last quarter |
| Cooper | CTO | your team’s response rate | Vidyard | save 4 hours of time every day |
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.
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.
| {{First Name}} | {{Challenge}} | {{Ramification}} | {{Industry}} | {{Similar Company}} | {{Benefit}} |
|---|---|---|---|---|---|
| Annie | generating pipeline | missing your sales goals | sales | Titan | turn more leads into closed deals |
| Bini | meeting your team’s quota | even further reductions in team size | technology | Acme | hit their quarterly targets |
| Cooper | achieving SLAs with a limited headcount | your job being on the line | manufacturing | Vidyard | better manage their workload |
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.
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!
| {{First Name}} | {{Time}} | {{Agenda Point}} | {{Decision-Maker Role}} |
|---|---|---|---|
| Annie | 11 a.m. | how Vidyard’s video analytics work | sales leaders like you |
| Bini | 2:30 p.m. Eastern Time | a demo of our Salesforce integration | you |
| Cooper | Noon your time | those pricing questions from the email thread | you and Jason |
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.
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.
| {{First Name}} | {{Key Feature}} | {{Specific Challenge}} | {{Department}} | {{Key Value}} | {{Next Step}} |
|---|---|---|---|---|---|
| Annie | video outreach | the need for more replies | sales team | beat your team’s target next quarter | a video outreach guide |
| Bini | agentic video experiences generations | personalized outreach | SDR team | maximize your team’s time | an on-demand demo package |
| Cooper | video analytics | provable ROI | leadership team | demonstrate the value of video in dollars | a sample analytics dashboard |
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.
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!
| {{First Name}} | {{Similar Company}} | {{Key Result}} |
|---|---|---|
| Annie | Titan | 4x more meetings booked |
| Bini | Vidyard | 300 personalized videos created in two days |
| Cooper | Acme | over 40 million dollars in new business |
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.
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!
| {{First Name}} | {{Original Stakeholder}} | {{Challenge}} |
|---|---|---|
| Annie | David | the sales team’s pipeline gap |
| Bini | Erin | the need for personalized outreach at scale |
| Cooper | Fabienne | the low reply rate over the last quarter |
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.
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.
| {{First Name}} | {{Company}} | {{CSM Name}} |
|---|---|---|
| Annie | Vidyard | Geri |
| Bini | Titan | Howard |
| Cooper | Acme | Ivan |
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.
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!
| {{First Name}} | {{Company}} | {{Feature 1}} | {{Feature 2}} |
|---|---|---|---|
| Annie | Vidyard | generating agentic video experiences | personalized outreach at scale |
| Bini | Titan | in-video calls to action | advanced video analytics |
| Cooper | Acme | easier sharing page customization | in-depth notifications |
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.
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!
| {{First Name}} | {{Company}} | {{Achievement}} |
|---|---|---|
| Annie | Vidyard | increasing prospect replies by an amazing 5 times |
| Bini | Acme | booking over 400 percent more meetings |
| Cooper | Titan | closing that 42 million dollar sale |
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.
