What do viewers want? A look at viewer behaviors and wants.
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Transcript of What do viewers want? A look at viewer behaviors and wants.
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What do Viewers of Video Want?A Look Into Viewer Behaviors and Wants
Matt PierceTechSmith Corporation
@PIERCEMR
www.linkedin.com/in/matthewrpierce/
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Video is seen as complex.
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You have to experiment.Independently verify our results.
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We surveyed 1900 indivduals. With 3 types of videos reviewed.
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Breakdown of videos reviewed
Instruction
Information
Entertainment48%
25%
27%
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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
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75+
65-74
55-64
45-54
35-44
25-34
15-24
Age breakdown of participants
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Views of videos areincreasing & not just forentertainment purposes.
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Instructional & Informational videos are watched most in the morning, then evening.
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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
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Most recent video was found:
required to watch
searched
found it posted somewhere
stumbled upon it
#videoseeker
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Ever postponed watching a video?
No: 39% Yes: 61%
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Stopped before finishing a video
No: 18%
Yes: 82%
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Why people stop watching videos
Not expected information
Had other things to do
Wrong topic
Bored or uninteresting
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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
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But, I wanted di�erent information
Not enough detail
Content doesn’t match description
Not specific enough
No step-by-step instruction
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“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
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“Great” Video Attributes
Trusted brand - Source - Creator
Callout -Text Overlays
Video with Speakers
Music
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“Great” Video Attributes
Intros & Outros
Community Encouragement
Hyperlinks
Animations
Music
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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”
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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
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People want funny entertainment, but not so much for instruction or information
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Viewers want to watch things they are interested in
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Viewers want easy to follow content
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Viewers want step-by-step instructions
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Videosshouldbe short, to the point, and not overly long
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Unique/humorous
Good music/audio
Quiz or survey
A word about music...
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Quality matters for instructional videos most
By kinda a lot
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It’s all about engagement,
dummy
Sign on my wall:
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Two biggest engagment factors
HumorContent Interest
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Lots of other pieces to engagementShort
Good story or ScriptGood visualsGood musicGood quality
Instructional
Unique
Interesting
Entertaining
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Matt PierceTechSmith Corporation
@PIERCEMR
www.linkedin.com/in/matthewrpierce/