If your video reporting still revolves around “views,” you’re measuring the wrong thing.
In B2B finance and insurance marketing, views are often used as a proxy for success because they’re easy to export and simple to present upward. But views don’t measure intent, friction, or action. And they don’t tell you whether your video influenced the 80% of the buyer journey that happens before anyone talks to your sales team or advisors.
This is important: if views aren’t triggering measurable intent signals in the ecosystem around the video, they’re just noise.
The fix isn’t complicated.
You measure intent signals based on placement. Because placement determines purpose. And purpose determines the metric.
Below are the benchmark ranges we see when video is functioning properly inside enterprise finance and insurance marketing ecosystems.
Enterprise Video Performance Benchmarks by Placement
1. Landing Pages: Friction & Action
When video lives on a landing page, its job is to reduce friction and increase forward movement.
Whether it’s a product explainer, institutional credibility video, or advisor recruitment asset, you’re measuring whether it supports conversion.
Enterprise benchmark ranges:
- Play rate: 25%–30%
- Bounce rate: 40%–55%
- Time on page: 2–3 minutes
- Average watch percentage: 50%–60%
- Rate of action: 10%–15%
- Google page ranking: Top 10 (page 1)
If your play rate is below 25%, positioning or thumbnail design may be off.
If the play rate is healthy but your bounce rate pushes beyond 55%, your video may be creating curiosity but not clarity.
If your average watch percentage sits in the 50–60% range and your rate of action hits 10–15%, your video is supporting movement through the funnel.
Views alone can't tell you that story.
2. Email Campaigns: Conversion Intent
Video within your emails should accelerate decision-making.
In enterprise financial services, that often means pushing the viewer toward a defined next step.
Enterprise benchmark ranges:
- Play rate: 8%–14%
- Rate of action: 3%–8%
- Average watch percentage: ~65%
Email audiences are typically more qualified and closer to a defined action. That’s why the average watch percentage often trends higher, around 65%.
If your play rate falls below 8%, your framing or subject line may need work.
If the watch percentage is strong but your rate of action sits below 3%, your video may be informative but not directive.
Again, a view count won’t reveal that nuance.
3. Social Channels: Engagement Depth
Social video reporting in enterprise environments should measure authority and resonance, not reach alone.
For finance and insurance brands, credibility compounds over time.
Enterprise benchmark ranges:
- Average engagement rate: ~3%
- Profile views: 2%–5% of total viewers
- Average watch percentage: 40%–50%
- Follower / subscriber conversion: 0.5%–1%
- Viewed vs swiped away: 25%–30%
- Accounts reached: 70% new / 30% existing
- Play rate: 3%–6%
If the average watch percentage drops below 40%, your hook or positioning may be weak.
If your profile views hit 2–5%, that’s a strong signal of authority-building.
If 70% of your accounts reached are new and engagement holds around 3%, you’re expanding visibility without sacrificing resonance.
That’s depth. Not just distribution.
4. Customer Success: Activation & Retention
This is where enterprise finance and insurance teams often see the clearest long-term value.
Video inside onboarding, advisor enablement, and product education should influence retention and operational efficiency.
Enterprise benchmark ranges:
- Product adoption rate: 25%–35%
- Average watch percentage: 50%+
- Customer effort score: 4.0+
- Support ticket deflection: 20%–30%
If your support tickets drop by 20–30% after implementing an onboarding video, that’s operational impact.
If your product adoption sits in the 25–35% range, that’s measurable activation.
None of these outcomes depends on view count.
The Reporting Shift
Improving your video reports by 80% doesn't require more dashboards, more tools, or more data. It requires measuring the right signals.
Across landing pages, email, social, and customer success environments, views consistently function as an exposure metric. They indicate that content was delivered, but they don't indicate that a buying decision progressed.
In enterprise finance and insurance marketing, the most meaningful influence happens before a lead is formally captured in the CRM. Video contributes during this upstream phase by reducing friction, increasing clarity, reinforcing authority, and supporting activation. If reporting focuses only on exposure, that influence remains invisible.
When reporting shifts toward intent-based metrics such as play rate, average watch percentage, rate of action, product adoption, and support deflection, performance aligns with how buying decisions actually unfold.
That alignment is what makes reporting materially stronger.
Instead of reporting how many people saw a video, you report how many people progressed because of it.
Views still have context in an awareness measurement. They just shouldn’t anchor ROI conversations.
Intent signals should.
👇 Watch the Full Video
Video Chapters
00:00 – Why “views” are misleading
01:00 – Intent signals by video placement
02:14 – Eliminating vanity metrics
See How Your Video Program Compares
If you’re rethinking how you measure video performance beyond views, the next step is evaluating the system behind it.
Our 3-minute Video Benchmark Assessment reviews your program across Strategy, Production, and Distribution.
You’ll receive a custom benchmark score and a clear view of your biggest opportunities to improve performance.
Take the free assessment here:
https://b2b-video-benchmark-assessment.scoreapp.com/
Full video transcript (click here to expand)
If you want to make your video reports 80% better, you have to stop reporting on "Views" as if they’re the main indicator for ROI. Most of us have been conditioned to believe that a spike in views is the ultimate sign of a successful video, especially when we’re reporting up to leadership. Quite frankly, we grasp at that stat because we're struggling to find anything else that points toward a real financial return. But 80% of the B2B journey happens before a prospect ever talks to your sales team or advisors—and it's these stats in the first 80% that need to be reported on. If your views aren't triggering specific intent signals on your landing pages or in your emails, you're just entertaining the wrong people.
I’m Brandon, Creative Director at Oak + Rumble. I’ve spent 12 years working with finance and insurance teams on their video strategy and execution, creating content that has helped secure multimillion-dollar deals. I want you to stop trying to do video reporting on hard mode. Grab a notebook and pen. I’m going to give you the specific intent signals you can use in your reports to prove video is actually doing the heavy lifting.
The simplest way to break down these intent signals is by video placement. This may be obvious, but I feel like I need to say it. When you’re analyzing performance, you have to look at the ecosystem around the video. That means the analytics inside the video player, AND the channel it sits in (like a landing page or an email campaign). I'm not going to go into detail on every stat that's important to track; we'll save that for a future deep dive video. But if you find it helpful to screenshot the detailed intent signals, feel free! Here's what you should be looking for.
Let's start with landing pages. We track these stats specifically to measure friction. For example, If your play rate is high but your bounce rate is up, your video isn't doing its job of keeping people on the page. Something you should definitely investigate.
For Email, the goal is Conversion Intent. We’re looking for high click- through and action rates to see if the video is actually pushing the viewer to the next step in the funnel, like booking a discovery call or downloading a policy brief.
On Social, we're looking at Engagement Depth. Things like Average % Watched, shares, and profile views tell us if we’re building real authority, or if people are just scrolling past us in their feed.
Finally, for Customer Success, it’s all about Activation. These metrics prove the video is actually reducing churn and increasing satisfaction, which is how you justify long-term enterprise spend.
You'll notice views and sales weren't on those lists. By tracking the "intent" portion of that 80% journey before the CRM, you’ve eliminated the noise. Your reporting is now more accurate, and you're no longer grasping at straws to prove that your content is doing exactly what you promised it would do.
If you're curious about how your video marketing stacks up against others in your industry, take our 3-minute Video Benchmark Assessment. It evaluates your program across Strategy, Production, and Distribution. You’ll receive a custom benchmark score and a report that identifies your biggest opportunities to improve your video performance.
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