We looked at one another, marveling. After our careful analysis, the implications were evident. This could change everything.
Analyzing trends will help you shoot strategically
Unlike what you see in western movies, shooting from the hip isn't accurate. If you really want to educate people through video, you've got to be strategic. The key to shooting strategically lies with understanding how your viewers watch online videos.
Here are 3 strategic trends you need to know to create effective online training videos:
TREND #1: Viewers want immediate information
Viewers want to cut the fluff and get to what's important to them. If viewers don’t immediately get the information they value, they tend to skim, skip, or exit the video.
Here's what our research indicates:
Place important information near the beginning of a video. Don't assume that your audience will stick around to watch the whole video. In a study, we found that most viewers exited 15-25 seconds before the training video finished—regardless of the length of the video. That bodes ill for any important information placed at the end of a video. (Videos analyzed ranged from 1-4 minutes.)
We've seen other trends with "skipping" and "rewatching" behavior. The same message is clear: People want the heart of the matter.
TREND #2: Viewers need simple information
It's tempting to portray your ideas in all of their complex glory. Unfortunately, it's just not effective. Viewers are unlikely to revisit complex information to make sure they understand it. Researchers explain you should strategically "seek to minimize extraneous" complexity.
Here's what our data points out:
Keep it simple. The majority of viewers won't re-watch videos. Here's one example: While analyzing a series of app training videos, we saw that rewatches occurred only 0-13% of the time.
If your viewers don't understand the content fully the first time, they probably won't at all. So, try using non-technical language and everyday analogies to teach your learners. Don't overcomplicate the material. If you need to portray a complex idea, use a print medium instead of a video. Remove any "interesting but extraneous information from the video."
TREND #3: Viewers need fresh information
If you're planning to launch a video training series, here's a trend that you absolutely need to know. Viewers will be more engaged at the start of the training campaign than at the end.
Here's what our research shows:
Stoke the fire. Viewers lose interest over time. When looking at a 30-day and a 60-day campaign, we saw that significantly more plays happened at the start of the series than at the end. (In these cases, it was almost a 2:1 ratio.) The same was true of engagement. Viewers progressively watched less of each video over time, as the campaign progressed. If you aren't stoking the fire, your viewers will disengage over time.
Other research we've done leads to the same conclusion: Viewers need to feel like information is fresh and new. So, keep the energy going. Promote your video training programs. Rebrand materials, and start anew.
Drastically improve your training program
Understanding how viewers watch training videos will help you know how to shoot strategically. It's strategic thinking that leads to intentional results.
If you want to learn more tips on how you can transform your training program, visit our site at www.teambitesize.com. To read more about how to increase the learning retention of your training program, read 3 Smart Strategies for Saving Your Training Program.
Comment below about viewing trends you've seen.