News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Online video viewers abandoning clips after just 10 secs
New research has found online video viewers' attention spans to be limited, with a fifth of viewers lasting only a few seconds before moving on to the next distraction, no matter what the length of the clip.
With so much choice and distraction it's not surprising to discover that it doesn't take long for a video viewer to get bored and click away. In fact, for 20% of viewers it takes 10 seconds or less to abandon a video that doesn't hold their attention, found recent research by Visible Measures.
By 30 seconds into an online video as many as third of viewers have moved on, at 1 minute 44% have left and almost 60% have gone at the 2 minute mark.
According to Visible Measure's Matt Cutler, "if your online video campaign has 10 million viewers, 2 million of them saw less than 10 seconds of it. Ouch."
Ouch indeed. And if you think that putting out shorter videos is the answer, think again. The propensity to click away from an online video doesn't appear to decrease for shorter clips. For instance, after 60 seconds of viewing time an average 44% of viewers will have abandoned the clip, whether that clip runs for one minute, two minutes, or even five minutes, found the research.
The solution? Get to the point.. quickly. Don't dilly dally around with introductions and blurb or legalese, grab the viewer's attention with tightly focused content and a clear, simple call to action.
To give your online video more of a chance of going viral, inject some humor.
Tags: online video
- How predictive tech may simplify engagement
- Survey: Mobiles look to devices before, during, after shopping
- Study: Live TV still trumps time-shifted
- Brands: How to make the most of ad placement
- Avoidance a big reason for blocking calls
- App Annie: App stores' revenue gap closing
- Marin study reveals the effect of integrating search and social campaigns
- Reports: Ad spend up on Bing, consumers still heavy on Google
Featured White Papers
- Marketing Automation Simplified : The Small Guide to Big Ideas
Marketers are increasingly enhancing their understanding of how data can fuel the delivery of meaningful interactions. This access to vast...
- Is your web site creating sales tax risk?
Answer 3 questions to learn....
- How to Properly Structure Your Social Program for Success
Most big brands structure their social program around business goals, however, sometimes there is a disconnect between the goals and...
- Email Device Report 2014: How Are Your Customers Viewing Email?
The Q4 2013 findings reveal that consumers are rapidly moving from desktops to mobile devices when it comes to opening...