So what are the best practices to maximize Audience Retention?
- A Strong Hook
- Formatting and Organization
- Eye-catching and Disruptive Content
- YouTube Analytics Retention Analysis
A Strong Hook
A strong hook has always been integral to the successful delivery of any content, in written or spoken format. For YouTube, it’s no different.
The hook must grab the viewer’s attention and keep them intrigued so they will continue to watch the rest of the video. Let’s break down what a strong hook entails:
- Unique Value Proposition. Within 10 seconds of the video, the viewer needs to see perceived value in order to continue watching. That means by 10-15 second mark, the video communicates what differentiates you from the rest of the competition. This can be done visually through the set/ background, or vocally by the narrator.
- Preview/Sneak Peak. A preview/sneak peek allows the audience to see what’s to come and not drop off during the introduction. Depending on the nature of your content, you can include something exciting or important that pertains to the main topic. Just don’t give away too much!
- Table of Contents.Get your audience to keep watching by telling them exactly what will be discussed through the video. This doesn’t mean rattling off a literal list of contents, but find a way to creatively discuss all the main points in the video. Being clear about the different subcategories of the video allows viewers who find some topics to be dull to stay or skip to a latter part.
Example: This news video has several eye-catching and disruptive features which keep the viewer watching as long as possible: b-roll, graphical transitions, title cards, overlays and picture in picture. The order of the news story is also ordered in the format of a dangling climax. The most important story is featured in the thumbnail but shows up later in the video. This is tempting the audience to watch till the end.
YouTube Analytics Retention Analysis
YouTube analytics is a valuable tool to discover how your audience is reacting to your content. The Audience Retention section provides an insight which can dictate future content direction.
Here are a few factors to look out for when observing Audience Retention:
- Average View Duration: The average view duration tells us how many seconds/minutes the audience is watching on average per video. If you look at the AVD for your overall channel, it gives a good idea of how many minutes people are watching. If you look at a specific video, this actually shows how far on average the audience watches before they click away. By narrowing down when the audience leaves, you can prevent the drop in future videos.
- Average View %: This statistic is similar to AVD, except it gives you a percentage, like 33%. For instance, if my video has a 33% statistic, that means on average people are watching 33% of the entire video. On YouTube, it is common for people to leave after watching 1/3 of the video, so don’t be alarmed. Instead, take note of when they’re leaving and ensure that you use a strong introduction, format and information delivery to tempt people to stay as long as possible.
- Highs and Lows: This refers to the retention graph which shows when people are leaving or staying. Highs refer to parts of the video where people are skipping to, while the lows refer to the parts where people are less interested in. Having a better understanding of when people are leaving or skipping to different parts of the video allows you to be more efficient in your content delivery. Negate the boring parts unless if absolutely necessary, and expand on the interesting “High” parts!
Audience Retention will always be a key factor in YouTube’s decision to promote whichever video. It is the best indicator of a valuable video, and proves to the system that the video has engaging content. Focus on the factors discussed above to ensure you have the maximum retention for your content.
If you are still unsure how to increase your audience retention, do not worry, we are here to help! Contact us here.
About Vireo Video:
Vireo Video is a YouTube marketing agency that designs and executes video marketing campaigns from start to success. We help clients leverage YouTube to generate revenue, grow their brands, and exceed their goals for return on investment.
Example: In this video, a thorough hook and introduction are delivered within the first 20 seconds. The smooth animation and concise presentation act as the X factor for a first-time viewer. The topic and its subcategories are clearly addressed early on.
The bottom line of a compelling hook comes down to this: the viewer needs to be clear what the video is about, and find benefit in continuing to watch the video, rather than clicking to another video or leaving YouTube as a whole.
Formatting and Organization
Do you notice how popular videos often follow a similar format? That’s because, in order to maximize retention, some formats work better at keeping the audience watching than others. While each genre and category may have some format differences, here are some general organization methods to consider:
List format:
Ever seen those “Top 10” videos with millions of views that always appear in suggested? It’s no coincidence that list videos dominate so much of YouTube’s pages. Lists have become the gold standard to formatting since the it automatically leads to people consuming more of the video.
A list incentivizes the audience to continue watching, even if the initial content may not be entertaining. There is a precedent set by the format that reassures better content coming in the latter part of the video.
Example: This top 10 video is ordered from least to most interesting, convincing the viewer to continue watching until the end.
How to/DIY:
The DIY genre is another massive category on YouTube. This format attracts old and new viewers alike since the format provides such clear value to the audience immediately.
A “How To” style provides a strong focus for the video and entices the viewer to continue watching. The goal at the end of the video is the same as the viewer, so it is more likely they will stay until the end.
Example: This video directly targets a common problem everyone encounters. It is addresses it in an efficient manner and has the goal at the end of the video.
Story-Telling:
The idea of a story-telling falls in line with more of the vlog-style channels currently on YouTube. By telling a story, you can compel the audience to stay for the majority of the video. In order for the story to be effective, however, there needs to be good buildup and a strong climax to finish the story. By creating excitement and anticipation, the audience will want to watch to the end and see the exciting conclusion.
Example: This video retains the viewer’s attention by situating the main causes and strategies of weight-loss near the end of the video. The thumbnail and title hook the audience into finding out more about her story.
A clearly formatted, organized video with a coherent message will prevent viewers from clicking away halfway through the video. Instead, they will adhere to the format and stay to see what the video has to offer. The organization will not only allow audiences to follow along with the video easily, but it will also prevent hiccups and unusual pauses to your video.
Eye-Catching and Disruptive Content
Another element affecting the audience retention the dropping attention span of viewers. It is suggested to interrupt the video gently to surprise the viewer and keep them motivated in watching.
Even if you have a strong hook, and clearly state what you will be discussing in your video, viewers may still eventually lose interest. Here are some tactics to keep their attention and lessen audience abandonment:
- Pattern Interrupts: b-roll, camera angle changes, graphical transitions, and other directional cuts fall into this category. These are all ways to keep a viewer’s attention without actually needing to switch to a new topic. The important thing to remember is to keep the interruptions to a minimum and do not let it be so disruptive that it causes the audience to lose focus.
- Dangling Climax: This refers to stating a clear idea or outcome early on in the video, and mentioning/hinting at it throughout the video. For example, if my video is about how to achieve financial freedom in 5 steps, I might mention the term throughout the steps, before the grand reveal at the final step. Dangling the climax of the ending throughout the video convinces the audience to sit tight and wait for the end.
- Graphics and Visuals: overlays, title cards, picture in picture – these are all things you can add in post-production that can keep a viewer’s attention. Little prompts that appear on the bottom of the screen make all the difference in holding the person’s attention just a little longer. It can be text which summarizes what is currently being discussed, or preview text to the next topic so the audience will continue watching.
Example: This news video has several eye-catching and disruptive features which keep the viewer watching as long as possible: b-roll, graphical transitions, title cards, overlays and picture in picture. The order of the news story is also ordered in the format of a dangling climax. The most important story is featured in the thumbnail but shows up later in the video. This is tempting the audience to watch till the end.
YouTube Analytics Retention Analysis
YouTube analytics is a valuable tool to discover how your audience is reacting to your content. The Audience Retention section provides an insight which can dictate future content direction.
Here are a few factors to look out for when observing Audience Retention:
- Average View Duration: The average view duration tells us how many seconds/minutes the audience is watching on average per video. If you look at the AVD for your overall channel, it gives a good idea of how many minutes people are watching. If you look at a specific video, this actually shows how far on average the audience watches before they click away. By narrowing down when the audience leaves, you can prevent the drop in future videos.
- Average View %: This statistic is similar to AVD, except it gives you a percentage, like 33%. For instance, if my video has a 33% statistic, that means on average people are watching 33% of the entire video. On YouTube, it is common for people to leave after watching 1/3 of the video, so don’t be alarmed. Instead, take note of when they’re leaving and ensure that you use a strong introduction, format and information delivery to tempt people to stay as long as possible.
- Highs and Lows: This refers to the retention graph which shows when people are leaving or staying. Highs refer to parts of the video where people are skipping to, while the lows refer to the parts where people are less interested in. Having a better understanding of when people are leaving or skipping to different parts of the video allows you to be more efficient in your content delivery. Negate the boring parts unless if absolutely necessary, and expand on the interesting “High” parts!
Audience Retention will always be a key factor in YouTube’s decision to promote whichever video. It is the best indicator of a valuable video, and proves to the system that the video has engaging content. Focus on the factors discussed above to ensure you have the maximum retention for your content.
If you are still unsure how to increase your audience retention, do not worry, we are here to help! Contact us here.
About Vireo Video:
Vireo Video is a YouTube marketing agency that designs and executes video marketing campaigns from start to success. We help clients leverage YouTube to generate revenue, grow their brands, and exceed their goals for return on investment.
