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What do Viewers of Video Want?
A Look Into Viewer Behaviors and Wants
Matt Pierce
TechSmith Corporation
@PIERCEMR
www.li...
Video is seen as complex.
You have to experiment.
Independently verify our
results.
We surveyed 1900 indivduals.
With 3 types of videos reviewed.
Breakdown of videos reviewed
Instruction
Information
Entertainment
48%
25%
27%
Who was in the study? Financial Services/ Investment
Education – Higher EDU
Education –
Primary or Secondary
Government
He...
75+
65-74
55-64
45-54
35-44
25-34
15-24
Age breakdown of participants
Views of videos are
increasing & not just for
entertainment purposes.
Instructional & Informational
videos are watched most in the
morning, then evening.
0
20
40
60
80
100
Entertainment Instructional Informational
21-30
minutes
16-20
minutes
10-15
minutes
7-9
minutes
4-6
minu...
Most recent video was found:
required to
watch
searched
found it
posted
somewhere
stumbled
upon it
#videoseeker
Ever postponed watching a video?
No: 39% Yes: 61%
Stopped before finishing a video
No: 18%
Yes: 82%
Why people stop watching videos
Not expected information
Had other things to do
Wrong topic
Bored or uninteresting
Dull & monotone speaker
Like, it’s boring because, why?
Boring topic
Too s l o w
Not the right topic
Just the content
Repe...
But, I wanted different information
Not enough detail
Content doesn’t match description
Not specific enough
No step-by-step...
“Great” Video Attributes
Two roads diverged in a wood
and I - I took the one less
traveled by, and that has made
all the d...
“Great” Video Attributes
Trusted brand - Source - Creator
Callout -Text Overlays
Video with Speakers
Music
“Great” Video Attributes
Intros & Outros
Community
Encouragement
Hyperlinks
Animations
Music
0
5
10
15
20
25
30
35 Entertainment
Instruction
Information
21-30 mins16-20 mins11-15 mins6-10 mins3-5 mins2-3 mins1-2 min...
0
100
200
300
400
500
600
700
800
Instruction
Information
Entertainment
otherUnique/
humorous
Good
music/audio
Quiz or
sur...
People want funny
entertainment, but
not so much for
instruction or
information
Viewers want to watch things they are interested in
Viewers want easy to follow content
Viewers want step-by-step instructions
Videos
should
be
short,
to
the
point,
and
not
overly
long
A word about music...
Quality
matters for
instructional
videos most
By kinda a lot
It’s all about
engagement,
dummy
Sign on my wall:
Two biggest engagment factors
Humor
Content Interest
Lots of other pieces to engagement
Short
Good story
or Script
Good
visuals
Good
music
Good
quality
Instructional
Unique
In...
Matt Pierce
TechSmith Corporation
@PIERCEMR
www.linkedin.com/in/matthewrpierce/
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What do viewers want? A look at viewer behaviors and wants.

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Presentation given at Society for Technical Communicators 2014

As video becomes a popular method for communicating to the audiences of technical communicators, it becomes more important to understand how to connect with you audience. But what do viewers expect, want, and really need from the videos you create?

During this presentation, using data from a research study of 1900 participants, we’ll review what viewers want and what you should be doing to maximize the effectiveness of your videos. We’ll look at everything from appropriate video length, to techniques for engaging viewers.

Some of the questions that we’ll address during the course of the presentation include:
* How long will viewers watch informational and educational videos?
* Why do viewers stop watching videos?
* What qualities are shared by ‘great’ videos?
* What type of interactions increase engagement?

Some of the results are surprising. For instance, the advice given for length of a video tends to be about 3 minutes or less. The research conducted points to different results, depending on the type of video. For instructional videos, the result with the highest response was for videos 10-15 minutes.

In addition to just understanding behaviors, the research set out to understand what would help further engage viewers. During the presentation, and as it makes sense, practical applications and tactics that video creators can use to improve the viewing experience will be presented.

Whether you are just starting or already using video heavily, this presentation will help you focus on connecting with your viewers and improve their experience to keep them more engaged and focused.

What do viewers want? A look at viewer behaviors and wants.

  1. 1. v What do Viewers of Video Want? A Look Into Viewer Behaviors and Wants Matt Pierce TechSmith Corporation @PIERCEMR www.linkedin.com/in/matthewrpierce/
  2. 2. Video is seen as complex.
  3. 3. You have to experiment. Independently verify our results.
  4. 4. We surveyed 1900 indivduals. With 3 types of videos reviewed.
  5. 5. Breakdown of videos reviewed Instruction Information Entertainment 48% 25% 27%
  6. 6. Who was in the study? Financial Services/ Investment Education – Higher EDU Education – Primary or Secondary Government Healthcare Services Manufacturing Media/ Graphic Design Retail Software Development/ Programming
  7. 7. 75+ 65-74 55-64 45-54 35-44 25-34 15-24 Age breakdown of participants
  8. 8. Views of videos are increasing & not just for entertainment purposes.
  9. 9. Instructional & Informational videos are watched most in the morning, then evening.
  10. 10. 0 20 40 60 80 100 Entertainment Instructional Informational 21-30 minutes 16-20 minutes 10-15 minutes 7-9 minutes 4-6 minutes 1-3 minutes -1 minute Preferred length of video depends on type
  11. 11. Most recent video was found: required to watch searched found it posted somewhere stumbled upon it #videoseeker
  12. 12. Ever postponed watching a video? No: 39% Yes: 61%
  13. 13. Stopped before finishing a video No: 18% Yes: 82%
  14. 14. Why people stop watching videos Not expected information Had other things to do Wrong topic Bored or uninteresting
  15. 15. Dull & monotone speaker Like, it’s boring because, why? Boring topic Too s l o w Not the right topic Just the content Repeat or old info Bad approach
  16. 16. But, I wanted different information Not enough detail Content doesn’t match description Not specific enough No step-by-step instruction
  17. 17. “Great” Video Attributes Two roads diverged in a wood and I - I took the one less traveled by, and that has made all the difference. - Robert Frost
  18. 18. “Great” Video Attributes Trusted brand - Source - Creator Callout -Text Overlays Video with Speakers Music
  19. 19. “Great” Video Attributes Intros & Outros Community Encouragement Hyperlinks Animations Music
  20. 20. 0 5 10 15 20 25 30 35 Entertainment Instruction Information 21-30 mins16-20 mins11-15 mins6-10 mins3-5 mins2-3 mins1-2 mins-1 min Length of “Great Examples”
  21. 21. 0 100 200 300 400 500 600 700 800 Instruction Information Entertainment otherUnique/ humorous Good music/audio Quiz or survey Professional Style Genuine Interest Self-reporting of what keeps viewers watching
  22. 22. People want funny entertainment, but not so much for instruction or information
  23. 23. Viewers want to watch things they are interested in
  24. 24. Viewers want easy to follow content
  25. 25. Viewers want step-by-step instructions
  26. 26. Videos should be short, to the point, and not overly long
  27. 27. A word about music...
  28. 28. Quality matters for instructional videos most By kinda a lot
  29. 29. It’s all about engagement, dummy Sign on my wall:
  30. 30. Two biggest engagment factors Humor Content Interest
  31. 31. Lots of other pieces to engagement Short Good story or Script Good visuals Good music Good quality Instructional Unique Interesting Entertaining
  32. 32. Matt Pierce TechSmith Corporation @PIERCEMR www.linkedin.com/in/matthewrpierce/

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