2019 BrightTALK Benchmarks - Exploring webinars and videos for content marketing and demand generation
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2019 BrightTALK Benchmarks
Exploring webinars and videos for content
marketing and demand generation
Contents
Behind the data 2 Webinars and videos show no signs of slowing 14 Users are subscribing to more Channels 25
Total content Channel subscriber growth
Methodology 3
Content growth by year Platform subscriptions
Professionals on BrightTALK 4
Marketers are offering more live video experiences 15 Source of subscriber growth 26
Growth across professional communities 5
Webinar and video performance 16 Channel embeds increase engagement 27
Topics within our communities 6 Registrations per webinar Embedded completion rate
Registrations to live Downloads and ratings
Professionals view content to learn and grow 7 Webinar views
Weekly viewing time Video views
Engagement frequency Bookings and pipeline from webinars
Why professionals engage on BrightTALK 8 Majority of on-demand occurs 3 weeks after live 19
What professionals value in content 9 Replay impact on viewership 20
What formats professionals prefer 10 Audience interactions continue to drive engagement 21
Is episodic content popular with professionals 11 The best time to go live 22
Series-based content
Types of series based content Best days to promote 23
What professionals value in live experiences 12 Most effective ways to promote 24
Factors that affect registrations and attendance 13
2019 Benchmarks Report
Behind the data
How buying groups want to Key trends across 100,000
learn and grow talks and online Summits
For the first time, BrightTALK has included findings 8M+ professionals join over 100,000 free talks and
of a detailed survey issued to our audience of the online Summits on BrightTALK to learn and grow.
8M+professionals active on BrightTALK. As a result, BrightTALK has more data on streaming
content trends than any other platform in B2B.
These professionals shared their content consumption
habits and preferences. With this, B2B marketers can This year, we’ve identified key benchmarks that guide
better understand how to inspire and acquire their the production and promotion of top performing
ideal audience on BrightTALK and in their campaigns. webinar and video programs.
2019 Benchmarks ReportMethodology
Content Audience
In B2B marketing, webinars and videos rank among the top-performing Knowing where, when and how to reach and engage your ideal
awareness and demand-creation tactics. audience defines campaign success.
BrightTALK has the largest volume of free, publicly available BrightTALK has the largest audience of professionals in B2B webinar
webinar and video talks of any platform in B2B. Marketers use and video marketing, with high concentrations of Manager and above
BrightTALK’s content marketing platform and services to create decision-makers. B2B marketers use BrightTALK’s demand marketing
authentic connections and reach new audiences with webinars platform to engage new audiences and acquire more customers with
and videos made easy. lower acquisition costs.
Data points that informed our analysis: Audience engagment data that powers this report:
300M 3,000 4M 2M 1M
E-mail, feed and BrightTALK Channels Viewers Hours Star ratings
social promotions
16,000+ 76,000 60,000 708,000
Webinar and video talks Questions Votes Downloads
2019 Benchmarks ReportProfessionals on BrightTALK
BrightTALK Audience Demographics Region (new users in 2018)
North America 48%
Machines continue to automate tasks and go beyond human data processing capabilities. This is changing how Europe 28%
professionals add value in their roles and the way they learn and grow in this new world. They control who they APAC 14%
connect with, when, where and how. Americas 5%
Others 5%
On-the-go professionals are taking ownership to stay current on trends, learn best practices and inform decisions
that affect their role, company, and industry the most. Driven by their digital habits outside of work, they expect
more engaging, interactive and human experiences online. They’re increasingly sceptical of the content that’s put
Company size
in front of them. They search for authentic relationships that are based on trust. And rightly so. In this new era of 1-10 18%
connections, the professionals and businesses they engage with online will shape their career and company growth 11-100 14%
more than ever before. 101-1000 22%
1000-4999 15%
5000+ 31%
Professional level
C-Suite 11%
VP 5%
Director 13%
Manager 39%
Team Member 32%
2019 Benchmarks Report • Audiencefinance
17
17
Growth across professional communities
Jan 2018
Jan 2018
Feb 2018
Feb 2018
Mar 2018
Mar 2018
Marketing
Apr 2018
Apr 2018
May 2018
May 2018
Jun 2018
Jun 2018
Jul 2018
Jul 2018
Aug 2018
Aug 2018
Sep 2018
Sep 2018
Oct 2018
Oct 2018
Nov 2018
Nov 2018
Dec 2018
Dec 2018
Jan
Jan
2,644,935
Information technology
Strong annual growth across
17 all2018
Jan communities
Feb 2018 Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018 Nov 2018 Dec 2018 Jan
,990
BrightTALK organizes communities under larger Financial services 1,014
17 Jan 2018 Feb 2018 Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018 Nov 2018 Dec 2018 Jan
parent communities to help manage the number HR
of professionals engaging with thought leadership Sales
finance
across the platform. These 5 parent communities grew 7,472
Marketing 80
significantly in 2018, with Sales and Marketing growing
at the fastest rate. Information technology and Financial
services added the greatest amount of users during
that time.
Sales
17 Jan 2018 Feb 2018 Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018 Nov 2018 Dec 2018 Jan
17
17 Jan
Jan 2018
2018 Feb
Feb 2018
2018 Mar
Mar 2018
2018 Apr
Apr 2018
2018 May
May 2018
2018 Jun
Jun 2018
2018 Jul
Jul 2018
2018 Aug
Aug 2018
2018 Sep
Sep 2018
2018 Oct
Oct 2018
2018 Nov
Nov 2018
2018 Dec
Dec 2018
2018 Jan
Jan
Chart trends not shown to relative scale to better illustrate trends Human resources 386,113
35,362
Sales 3
17 Jan 2018 Feb 2018 Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018 Nov 2018 Dec 2018 Jan
17 Jan 2018 Feb 2018 Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018 Nov 2018 Dec 2018 Jan
Marketing
HR
Sales 2019 Benchmarks Report • AudienceTopics trends
Financial services Marketing Information Technology Sales Human Resources
Rising topics
Brexit 2108% Revenue marketing 528% Cloud security 528% Sales dialing ∞% HR metrics ∞%
Fixed income 387% Customer 309% Kubernetes 309% Negotiation 4085% Company culture ∞%
Equities 290% Digital experience 306% Endpoint security 306% Cold calling 3000% Performance mgmt. 1700%
ESG 261% Content analysis 304% Artificial intelligence 304% Sales 597% Personal 1447%
Cryptocurrency 71% Omnichannel 212% Devops 212% Sales acceleration 443% Employee feedback 1113%
Declining topics
Fintech - 61% ABM - 18% GDPR - 14% Salesforce - 51% Learning & - 17%
Bitcoin - 67% Data privacy - 44% Internet of things - 18% Sales forecasting - 54% Law - 63%
Blockchain - 68% Referral marketing - 49% Saas - 23% Data integration - 66% Benefits - 72%
Passive investing - 81% Personalization - 79% Ransomware - 65% Sales effectiveness - 70% Negotiations - 73%
Data visualization - 94% Enablement - 95% Blockchain - 66% Sales enablement - 95% Recruiting - 79%
2019 Benchmarks Report • ContentHow often do professionals engage with content
Weekly viewing time
Professional growth is a priority for the large
majority Engagement frequency
More than 77% of those surveyed spend 2+ hours per Professionals are engaging with webinars and
week on professional growth. While this is a sizable videos as a critical source of insights
window of time it is important for marketers to connect
with their ideal audience where, when and how they More than 54% of those surveyed engage with
want. webinars weekly or daily. This frequency allows for
multiple engagements if you can deliver valuable
0-1 hours 22.40% content frequently and explains why webinars and
videos continue to be top-performing content and
2 hours 29.50%
demand marketing tactics.
3 hours 15.50%
4 hours 11.40% Daily 6.00%
5 or more hours 21.20% Weekly 48.30%
Monthly 31.30%
Every few months 9.40%
Other 5.00%
2019 Benchmarks Report • ContentWhy do professionals engage on BrightTALK
84%
To keep up to date with what’s happening in your industry
80%
To acquire a new body of knowledge or skills
78% To improve the quality of the work you do
67% To discover new things
56% For the joy of learning
52% To innovate Professionals want to
48%
To solve an organizational problem/issue discover, learn and succeed
For inspiration The most successful marketing teams create content
46%
that authentically helps professionals do their jobs.
37%
To increase your qualification for a desired job Regardless of whether they’re in buying mode or not.
37%
To maintain your accreditation
28%
To learn to do your job
27%
To become compliant or conformant
14%
To solve a personal problem
2019 Benchmarks Report • ContentWhat do professionals value in content
Tips, tricks, and best practices 70%
Industry trends & predictions 62%
How-to / 101 explanations 61%
Professionals are looking for Expert interviews 60%
inspiration and actionable insights
Solution case studies 59%
Map your campaign content to these categories to increase
conversions. Rise above the noise by reimagining how to deliver these Data insights & original research 55%
insights with more inspiring webinars and videos.
Discussions / debates 48%
Product demonstrations 39%
Product training 36%
Product reviews 35%
Opinion pieces 28%
2019 Benchmarks Report • ContentWhat formats do professionals prefer
91% Webinars
68% Short videos
Industry related articles
Webinars and videos are professionals’
60%
54% Online courses
favorite way to learn and grow
48% Whitepapers B2B marketers are increasingly making webinars and videos the core strategic
campaign assets. They then convert them into guides, blog posts, infographics
46% Conferences and social fodder. Work smarter, not harder!
42% Blog posts
35% E-books
33% Books
28% In-person courses
23%
Social media newsfeeds
2019 Benchmarks Report • ContentIs episodic content popular with audiences
Series-based content
Professionals want weekly or bi-weekly content
series Types of series-based
Content series are a great way to build a
content
community and following. Again, working smart
Content series should focus on actionable insights
wins over working hard here. Not all content needs
and trending topics
to be audio and slides. Webcam talks, live video
from top industry events and sponsoring existing Best practices, tips, and tricks 85%
series are all high impact formats that require much
less work. Industry news analysis 66%
Interest in series 1-on-1 expert interviews 49%
33% Neutral 58% Interested Panel discussions (3+ presenters) 42%
Product reviews 37%
Desired series frequency
Weekly Every two weeks Monthly
Talk show / podcast-like 35%
Every two
Weekly
weeks
Monthly 2-person debates 26%
2019 Benchmarks Report • ContentWhat do professionals value in live experiences
Professionals want
interactive content, both live
and on-demand. 1 Viewing on-demand
As marketing teams automate and scale, we must
remember the power of the human touch. This data
2 “Watch Later” functionality
reminds us why live and interactive content that’s
instantly made available on-demand performs the best.
3 Asking the presenter live questions
Rating key
6 5 4 3 2 1
4 Continuing education certificates
Series1 Series2 Series3
5 Participating in votes
6 Providing ratings and feedback
3 seir eS 2 seir eS 1 seir eS 6 54 45 6 Series1 Series2 Series3
2019 Benchmarks Report • ContentWhat factors influence registrations and attendance
1 Abstract / description Authentic connections start
with first impressions
2 Webinar title As a follow-up question to what influences registration
and attendance, the most often sited reasons for
not tuning in were timing, relevance, or the content
3 Source of content (company, organization, etc.)
seeming too commercial. With that in mind, make an
effort to authentically share value with your audience,
rather than transparently selling to them without
4 Upcoming or on-demand
valuable learnings.
Also of note, the factors said to be most important
5 Presenter to prospective audiences aligns well to those that
influence native search results on BrightTALK, for more
information see this article on SEO for BrightTALK.
6 Average user rating
Rating key
7 6 5 4 3 2 1
7 Title slide imagery
Series1 Series2 Series3 Series4 Series1 Series2 Series3
ries1 Series2 Series3
4 seir eSeries4
S 3 seir eS 2 seir eS 1 seir eS Series1 Series2 Series3
2019 Benchmarks Report • ContentWebinars and videos show consistent growth
Total content
BrightTALK features over 100,000 webinar and
video talks
Content marketing with webinars and videos shows no
signs of slowing down. That said, marketers are looking
for ways to simplify, automate and scale their content
and demand marketing. Content growth by year
BrightTALK saw a 20% increase in content
shared in 2018
Content marketing with webinars and videos
shows no signs of slowing down
2015 2016 2017 2018
10K 12K 13.6K 16.2K
2019 Benchmarks Report • ContentMarketers are offering more live video experiences
We have seen increasing
growth in content creation
year-over-year
Driven by easier access to live video, companies are
11,331 webinars created
getting more creative in the way they create awareness
and demand, and shared 30% more videos in 2018.
More interactive webinars, easier webcam talks and
live video panels from in-person events are just some
of the ways B2B marketers are scaling their content
marketing efforts.
4,869 videos published
2015 2016 2017 2018
2019 Benchmarks Report • ContentHow do webinars and videos perform
Registration to live
Like all events, registrants may not be able to
attend live, On-demand is available 24/7
Registrations per webinar
Promote no more than 3 weeks out to ensure the
The average public webinar on BrightTALK had 20% 58% 100% highest conversions from live to on-demand. Asking
162 pre-registrations audiences for questions in advance via social is a
great way to create buzz and grow live attendance.
E-mail continues to be the most effective method
to drive registrations. That said, list fatigue is real
and marketers are seeing success by reaching new 162 registrations
audiences on platforms like BrightTALK.
41% 65 live viewers
Page 24: most effective ways to promote
3 weeks 2 weeks final week 97 on-demand
2019 Benchmarks Report • AudienceHow do webinars and videos perform
Video views
Average views per webinar Live views
On average each video on BrightTALK had 317
The average webinar in 2018 received 443 views On the live day, webinars in 2018 received an
views in 2018, with 34% completion
average of 144 live views
Live content is a draw to professionals, giving them
BrightTALK has seen continual growth in the annual
direct access to the presenter to ask questions. With the average webcast in 2018 being 43:20, a
volume of webinar and video content added to the
However, you’re only live once, whereas on-demand viewer may not always be able to tune in during the
platform, with 4,869 videos uploaded in 2018. This
is available for a longer window and contributes a live webinar. However, due to the appeal of live a large
growth has made it all the more important to make your
great deal to overall viewings. portion of overall viewings occur in this time frame.
content eye-catching and create the sort of content
your audience is looking for, in both length and theme.
Live views On-demand views Additionally since videos require a more active
promotional effort, drawing audiences should be
On-demand views
After the live day, the average webinar received an emphasized, as well as proper titles, descriptions, and
additional 299 on-demand views tags.
Ratio of live to on demand
BrightTALK offers the convenience of on-demand
Live to on-demand ratio has increased YoY, viewing of content immediately following the live
hitting 48% in 2018 webcast. On average, 68% of overall viewings occur
over time as on-demand views
2019 Benchmarks Report • AudienceHow do webinars and videos perform
Top performing channels
In 2018, two-thirds of BrightTALK’s pipeline and
won business came from four primary channels Bookings from webinars Bookings from Summits
Webinars 22%
59% of business won from webinars was from 60% of business won from Summits was from non-
Summits 16%
non-attending registrants attending registrants
Web 21%
Hosted events 8% It’s important to keep in mind that the number of Summits are great for building industry awareness as
registrants is higher than attended, so conversion a portion of the value comes from the cross-promotion
rates may not follow this trend. However more that occurs between presenters, even if the audience
22% business was created and won through our doesn’t engage directly with your content. Similarly,
outreach to those that initially raised their hand to 60% of our won business through Summits was
attend a webinar but didn’t. So don’t let a strict attributed to hand-raising attendees who never viewed
MQL definition limit your pipeline. our content, but had expressed interest.
16%
Pipeline Bookings Pipeline Bookings
57% 59% 54% 60%
2019 Benchmarks Report • AudienceMajority of on-demand occurs 3 weeks after live
On-demand is a crucial
10 Days 48%
driver of traffic and success
20 Days 26% following live events
30 Days 10%
While live attendance is often a focus for webinar
40 Days 7%
marketers, we’ve found instant on-demand webinar
50 Days 4%
functionality critical in the days immediately after the
60 Days 3% live event. Of the additional webinar viewings you’ll
70 Days 2% see in the 100 days following your event, 48% will
80 Days 2% occur in the first 10 days following the live date, with
90 Days 1% another 26% in the next 10 days after that.
100 Days 1% This is a slight uptick in how concentrated on-demand
viewings are just after the live date vs. last year’s data.
10 20 30 40 50 60 70 80 90 100
2019 Benchmarks Report • AudienceReplay impact on viewership
An additional 35% more
viewings can be gained by
replaying a webinar live on
BrightTALK
Replay makes it easy for marketers to extend their reach
with existing webinar and video content on BrightTALK.
Engagement with replay
While the temptation is to set and forget a replay, it is
the replay events with live Q&A that can make all the
difference in hitting campaign goals.
Original engagement
10
10 Days 30
30 Days 60 60
Days 90 90
Days 120
120 150
150 180
180 210
210 240
240
Days Days Days Days Days
2019 Benchmarks Report • AudienceAudience interactions continue to drive engagement
Audience engagement Votes cast Attachment downloads
Audience engagement is more than just a view, all Presenters use votes to directly interact with their Many clients offer downloads of useful content for
of these metrics are up in 2018 viewers for feedback during the presentation their viewers, including slides and ebooks
Consider using these additional intent signals to
increase lead scores and personalize sales follow-up. 5.28 Votes per average webinar 54.4 Downloads per attachment
59,768 Votes cast 618,808 Attachment downloads
Re-engagement Content ratings Questions asked
On average 50% of viewers will return to watch Let audience feedback guide your content. Ratings Interactivity is key to an engaging live experience,
another piece of content, and 33% for a third. are an easy way to know your content is resonating. questions are one of the most popular live features
1st engagement
2nd 8.52 Ratings per webinar 6.38 Questions per webinar
3rd
4th 111,639 Ratings 72,220 Questions asked
5th
2019 Benchmarks Report • AudienceThe best time to go live
Europe
In all regions, 8:00 AM Europe
Monday, Tuesday
local time was the most
8:00 AM 46.5%
12:00 9:00 AM 44.5%
successful time slot for live 10:00 AM 44.3%
Morning is the most popular time for live webinars 11:00 AM 42.5%
in Europe and North America, but afternoon is also
popular in APAC. NA
North America Tuesday, Thursday
The ideal day for a live event was very consistent on
weekdays across Europe and North America, with 8:00 AM 46.5%
12:00
slight edge given to Monday and Tuesday in Europe, 9:00 AM 44.5%
Tuesday and Thursday in North America, and a
10:00 AM 44.3%
strikingly different Friday in Asia / Pacific.
11:00 AM 42.5%
Apac
Asia / Pacific Friday
10:00 AM 38.5%
12:00
2:00 PM 41.3%
3:00 PM 38.8%
2019 Benchmarks Report • ContentBest days to promote
In 2018 e-mail conversion
was up 31%
Conversion for promoting webinars are surprisingly
consistent throughout the work week, with Tuesday
performing 34% better than Sunday, the weakest Weekend warriors
day.
Traditionally professionals haven’t checked email,
nor converted from email promotion at rates
comparable to weekdays.
That seems to be changing. Weekend email
conversion was up 35% in 2018.
M T W T F S S
2019 Benchmarks Report • ContentMost effective ways to promote
Email promotion timeline Building audience
We recommend sending 3 email promotions, with
More than 3 weeks out
the last email on the day of the webinar
20% 20% of your audience will register
Programs are most successful when they are more than 21 days in advance
promoted early and continue through the live day. The
majority of your audience will have registered prior
to two weeks of the live event.
8-21 days out
38% 38% of your audience will register
8 to 21 days in advance
Final week
42% 42% will register in the final week,
with 10% of all on live day
2019 Benchmarks Report • ContentUsers are subscribing to more Channels
Channel subscriber growth
Individual BrightTALK Channels gained an average
of 117 subscribers every month in 2018
Platform subscriptions
Any brand who wants a presence on BrightTALK has
a Channel. Through a consistent cadence of content, In 2018, BrightTALK users subscribed 2,246,730
a Channel owner can expect an additional 117 times, 4% higher than in 2017.
subscribers per month on average.
Building an engaged audience is important to building
long-term connections with your audience.
117 subscribers per month
2019 Benchmarks Report • AudienceSource of Channel subscriber growth
Companies that promote their
content receive a 27% lift in organic 17%
subscribers from BrightTALK 27%
The majority of subscribers are gained through your promotions to your
audience at 55%, however the native BrightTALK audience contributes
an additional 27% more subscription traffic. Your promotions are
crucial, BrightTALK helps you go further.
Organic subscribers
Native subscribers on the BrightTALK
Direct subscribers
Subscribers driven to content by you
56%
Paid subscribers
Subscribers gained through Content and Summit Leads
2019 Benchmarks Report • AudienceChannel embeds increase engagement
Embedded completion rate Downloads and ratings
Webinars that were embedded on client sites saw Embedded webinars with attachments had 56%
a 45% completion rate in 2018 more downloads than those that weren’t in 2018
75% of webinars in 2018 were embedded on an Your audience trusts your brand, embedded webinars
external domain, this contributed to a 50% greater and videos leverage this trust to greater returns.
completion rate. Embedded webinars had 56% more attachment
downloads and 46% more ratings than those that
By embedding your webinar on your site, audiences
weren’t in 2018.
are immersed in the brand, and enjoy a more seamless
experience. Want to know how to utilize the embed
feature? View this step-by-step guide on how to
embed on your site.
46% 56%
50%
Ratings Attachment downloads
Completion rate
2019 Benchmarks Report • AudienceWebinars and videos are
looking bright in 2019
Learn how you can inspire and acquire your
ideal audience with the content and demand
platform trusted by millions of professionals.
Learn more
2019 Benchmarks ReportYou can also read
