Attention Span Insights For Online Video
When it comes to event generated and online videos, getting a viewer to watch your content and stay engaged with it is the golden egg.
In an age of instant gratification, the general consensus is that attention spans are getting shorter but is that actually the case? There is evidence that favours both the shorter attention span hypothesis and the opposed.
Attention span itself is the amount of time that a viewer spends watching a video, reading a webpage or anything else before moving on to do something else.
According to the the American National Centre for Biotechnology Information, the average attention span dropped by about a third from 2000 to 2015.The average viewing time of an online video is now 2 minutes and 42 seconds.
In contrast to this, we all watch full length movies, read books, watch full length sporting matches. The advent of Netflix in Australia has us staring at long form content on a regular basis so can both indications be right? Yes, they can.
Given the evidence that we give long attention spans to certain activities shows that perhaps its not actually a shortening of our attention spans but more that we select what deserves a longer time commitment.
This is evident in our browsing habits. Every time we search for something online, wether its video or not, we are presented with thousands upon thousands of options in return. Do we go through every single option presented to us? No, we determine which is the most relevant and interesting based on the images or first few lines of text.
What does this mean for event owners and producers of online video? If you are filming your event, make your event content relevant and get the viewers attention quickly.
You need to present the viewer with a reason to stay and watch your video and you need to do it in the first minute of watching time — or less. It might be interesting information, humour, well produced and composed videography, an engaging video personality, or the promise of an intense, gripping story but something needs to hook your viewer’s attention in that brief window of decision-making time so that the viewer is willing to give your video more time before moving on to something else.