Embed Size (px)
DESCRIPTION
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.
Citation preview
v
What do Viewers of Video Want?A Look Into Viewer Behaviors and Wants
Matt PierceTechSmith Corporation
@PIERCEMR
www.linkedin.com/in/matthewrpierce/
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
Entertainment48%
25%
27%
Who was in the study? Financial Services/ Investment
Education – Higher EDU
Education – Primary or Secondary
Government
Healthcare Services
Manufacturing
Media/ Graphic DesignRetail
Software Development/ Programming
75+
65-74
55-64
45-54
35-44
25-34
15-24
Age breakdown of participants
Views of videos areincreasing & not just forentertainment 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 minutes
1-3 minutes
-1 minute
Preferred length of video depends on type
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
Had other things to doDull & monotone speaker
Like, it’s boring because, why?
Boring topicToo s l o wNot the right topic
Just the content
Repeat or old infoBad approach
But, I wanted di�erent information
Not enough detail
Content doesn’t match description
Not specific enough
No step-by-step instruction
“Great” Video Attributes
Two roads diverged in a wood and I - I took the one less
traveled by, and that has made all the di�erence.
- Robert Frost
“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
35Entertainment
Instruction
Information
21-30 mins16-20 mins11-15 mins6-10 mins3-5 mins2-3 mins1-2 mins-1 min
Length of “Great Examples”
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
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
Videosshouldbe short, to the point, and not overly long
Unique/humorous
Good music/audio
Quiz or survey
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
HumorContent Interest
Lots of other pieces to engagementShort
Good story or ScriptGood visualsGood musicGood quality
Instructional
Unique
Interesting
Entertaining
Matt PierceTechSmith Corporation
@PIERCEMR
www.linkedin.com/in/matthewrpierce/
