What do viewers want? A look at viewer behaviors and wants.
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.
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What do viewers want? A look at viewer behaviors and wants.
- 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. Video is seen as complex.
- 3. You have to experiment. Independently verify our results.
- 4. We surveyed 1900 indivduals. With 3 types of videos reviewed.
- 5. Breakdown of videos reviewed Instruction Information Entertainment 48% 25% 27%
- 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. 75+ 65-74 55-64 45-54 35-44 25-34 15-24 Age breakdown of participants
- 8. Views of videos are increasing & not just for entertainment purposes.
- 9. Instructional & Informational videos are watched most in the morning, then evening.
- 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. Most recent video was found: required to watch searched found it posted somewhere stumbled upon it #videoseeker
- 12. Ever postponed watching a video? No: 39% Yes: 61%
- 13. Stopped before finishing a video No: 18% Yes: 82%
- 14. Why people stop watching videos Not expected information Had other things to do Wrong topic Bored or uninteresting
- 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. But, I wanted different information Not enough detail Content doesn’t match description Not specific enough No step-by-step instruction
- 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. “Great” Video Attributes Trusted brand - Source - Creator Callout -Text Overlays Video with Speakers Music
- 19. “Great” Video Attributes Intros & Outros Community Encouragement Hyperlinks Animations Music
- 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. 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. People want funny entertainment, but not so much for instruction or information
- 23. Viewers want to watch things they are interested in
- 24. Viewers want easy to follow content
- 25. Viewers want step-by-step instructions
- 27. A word about music...
- 28. Quality matters for instructional videos most By kinda a lot
- 29. It’s all about engagement, dummy Sign on my wall:
- 30. Two biggest engagment factors Humor Content Interest
- 31. Lots of other pieces to engagement Short Good story or Script Good visuals Good music Good quality Instructional Unique Interesting Entertaining