Big Numbers About User Engagement with Video Content
Crafting your web videos for largest possible audience response doesn't mean that you have to write and produce for lowest common denominator. If that were true, all viral videos would be based either on kittens and unicorns or free beer and nudity.
But, since viral videos share none of the lowest common denominator characteristics in the way of intelligent design criteria, and that they are all across the board in many areas, we look to see what values they do share.
The resulting numbers mean that there are some important guidelines that the producer or content editor must keep in mind when response numbers are king. Here are a few guidelines that I gleaned recently from three big relevant research giants in the web video industry.
That’s how long you have to grab the attention of viewers in a video marketing clip. According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or fewer.
And it doesn’t get a lot better than that. You’ll lose about 1/3 of your viewers by 30 seconds, 45% of them by 1 minute and almost 60% by 2 minutes. And those numbers remain the same no matter how long the video is.
But, remember that this does not means that your video can only be 10 seconds long. It means that you have to get them hooked by that time mark.
There’s good news, though. While desktop viewers tend to stick with videos for 2 minutes or less, mobile users seem to have a longer attention span. iPhone users tend to watch for about 2.4 minutes. Android users give a video three minutes to engage them and Symbian users stick around for just over 4 minutes. iPad users have the longest attention spans of all, sticking with a web video for an average of 5 minutes.
That’s the percentage of YouTube videos that are embedded, linked or shared on Tuesdays between 11 a.m. and 1 p.m., according to Sysomos.
According to research conducted by Jun Group (2011), videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute. If you make your video longer, that stat goes down. Those shorties are only shared 18% more often than videos of longer than 1 minute.
Takeaway: Effective video marketing has to be engaging right from the start, but how do you know where your video is going off the rails? That’s where video analytics comes in. Detailed video analytics will tell you who’s watching your video, how long they stay engaged and exactly where they click away. Armed with that information, you can sharpen your message and target it more precisely.
EZWebPlayer is one of those rare Web Video hosting companies that offers a true one-stop-shop for all three of the most important web video elements;
- Hosting Your videos and live streams going global over the Amazon Cloud.
- Branding Your branding and logos, nobody else's. You pay for the real estate, you should own it.
- Analytics Reporting the views of your video real estate. How many watched, how much and when?
Without all three, you can not be assured that you are making the most of your web video advertising dollar.
If you haven’t started your own video marketing campaign, isn’t it time you jumped in with both feet? There’s nothing to lose and about 403% more profit just waiting for you.
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