Video Retention is a sort of currency in the digital age, but it is extremely difficult to earn. For many of us, the term “you had me at hello” does not hold an ounce of truth. Have you ever opened a video only to find yourself scrolling back down the page within ten seconds? If you find yourself guilty of such actions then rest assured you are not alone since statistics show that around 80% of people will skip a video when they are comfortable in the first half a minute. For brands and businesses, this can be a nightmare as it takes a huge amount of effort to try to get to the intended audience. But what if you were able to make sure that this would not happen? There are many different strategies that can help keep the viewers glued to the screen.
In this piece, we will delve deep into the video retention puzzle, answer crucial questions on the importance of the phenomenon, and point out several examples of Indian brands showing successful application of these principles. By the end, you’ll be able to immediately implement what you have learnt into improving your video strategy, and perhaps, how Reset Media can help you reclaim your space minus the hard sell.
Understanding Video Retention
What Is Video Retention?
To put it simply, video retention is defined as the total time a viewer spends on a video before clicking away and skipping to something else. Simply put, the higher the views, the more effective the video is clearly.
How Effective Is Video Retention?
SEO Benefits
Video retention time is often compared to likes, and for good reason. Platforms like YouTube rank videos with higher retention rates more favorably.
Building Audience Connection
A strong connection with the audience fosters brand loyalty. Engaging videos can turn some viewers into brand advocates when they feel delighted by the content.
Encouraging Engagement
To promote conversions such as subscriptions, purchases, and shares, it’s crucial to utilize various retention-based videos. Without compelling and informative messaging, viewers are less likely to engage in these activities.
Causes of Retention
Understanding the psychological aspects of retention is essential. The human brain is naturally drawn to stories, emotions, and attachments. Here are a few key considerations:
- Emotional Engagement: Videos that evoke emotions—such as laughter, joy, or nostalgia—are often more effective. Nostalgic content tends to resonate deeply with viewers.
- Clarity of Expectations: When viewers clearly understand what they will gain by watching the video, they are more likely to watch it in its entirety. A strong opening can significantly increase viewer retention.
- Visual Appeal: Bright colors and captivating effects play a fundamental role in maintaining audience attention. If the visuals are not engaging, viewers may quickly lose interest.
Video Retention Strategies
- Create emotionally engaging content.
- Clearly communicate what viewers will gain from the video.
- Utilize strong openings to hook viewers.
- Incorporate vibrant visuals and effects to maintain interest.
List Some Of Video Retention Strategies
1. Always Begin With Something Interesting
The first impression is everything, as it is said: the first few seconds are crucial as it can encourage or discourage the audience. Start the video with a hook; make the audience interested.
Example: Take Tanishq for instance. They are a famous Indian jewelry company and their advertisements always contain beautiful imagery. They usually start their campaigns with a scene that attracts the audience’s concerns – their businesses never fail to impress.
2. Elevate a Dramatic Conflict or Dilemma
A well-placed story is a storyteller’s most valuable asset as it helps draw in the audience.
Setup: Characters and context unveiling.
Conflict: The problem/challenge is introduced into the scene.
Resolution: Need to display how the characters managed to interact and resolve the issue.
Example: The campaigns of the company Dabur “Real Fruit Juice” usually contain some personal stories of the family and they bring the content closer to the people at hand as well as capturing their attention.
3. Don’t Ramble
People’s attention spans are few. Seek to be short even as you make a point.
Tip: Remove the excessive. Waste is prohibited; time is of the essence.
4. Incorporate Graphics
Appropriate graphics can bolster clarity and retention
Graphics: Use images, infographics or animation to demonstrate the arguments that are difficult to articulate.
B-Roll: Add pertinent images to the video to enhance the story.
Example: For instance, the online learning platform Byju’s uses various styles of graphic and aggravations to visually explain the concepts, making the process more enjoyable while ensuring that the information is retained.
5. Sustain Interactivity with Questions
In every video, try to pose questions in order to keep the audience interested.
Example: In their adverts, Zomato uses rhetorical questions to its audience so that the audience is provoked into thinking while at the same time engaging more interestingly with the ad content.
6. Call to Action
Tell the audience what comes next.
Direct: Help them understand what they can do next, for example they can like, subscribe, visit the website or share the video.
Tip: The relevance of the call to action to the content of the video increases the chance of engagement by the audience.
Cases of Indian Brands in the Real Life
1. Amul
Amul is remembered for its unique advertisements and even more memorable marketing. Their creativity and funny nature engages the audience effortlessly. For example, their ads are more often related to recent events thus gaining interest and shares.
2. Ola
Commuters’ hardships presented in their video ads appear to be a constant theme at Ola. They open up popular stories so that viewers remember them and stay with high attention. Their humor mixed product stories or scenes that offer love tend to initiate brand interaction to viewers.
3. Flipkart
Family relationships during seasons of festivals are quite a theme within Flipkart’s storytelling approach employed in their advertisements. Due to linking their identity to moments of family reunion and celebration, they captivate and maintain the viewers’ attention.
Assessing Video Engagement
KPIs That Should Be Monitored
- Watch Time: Total duration viewers spent watching your video.
- Audience Retention Graph: This depicts viewer attrition points.
- Engagement Rate: The number of likes, shares, comments can give a rough estimate of your videos popularity among the audience.
- Approaches to Implement
- YouTube Analytics: Allows granular understanding of viewers.
- Google Analytics: This assists in reporting site visitors and activities if you upload videos on such sites.
Conclusion
Video retention has become important for brands who want to be remembered. Brands can increase viewer engagement and attachment by first understanding their audience and then employing relevant strategies to cater to them.
Consider how professional perspectives can help you in your video strategy. Reset Media is in the business of assisting brands like yours to come up with great video content. If you are ready to dig more into the world of engagement, be in touch and find out how we can assist you.
Engagement of your audience goes beyond just attention; it goes to nurturing relationships. Do not hesitate and take the next step now and boost your brand.