What is Audience Retention?
Audience Retention (sometimes called “Viewer Retention”) is the percentage of a YouTube video that users go to. Videos with high Audience Retention scores are more likely to be seen by people with higher popularity on YouTube’s platform.
For example, let’s say you’ve published an online video that’s 10-minutes long. If your viewers view your video on average for 5 minutes, your audience’s retention for the video is 50%.
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Why is Audience Retention Important?
The short version is that YouTube is a fan of videos with a long-lasting effect on people interested.
Therefore, it’s evident that videos that have high audience Retention rank higher on YouTube search results (and are promoted in other locations on the platform, like YouTube’s homepage. YouTube home page).
Now is the time to discuss the strategies you can employ to improve your audience’s retention.
Create a Compelling Hook
YouTube viewers can decide whether or whether or like their videos… within minutes.
If the first 15 seconds of your presentation are weak, your audience is likely to quit in a horde (which could kill your audience’s retention).
This is why it’s crucial to begin your video with a memorable hook.
Hooks are things that grab a viewer’s attention and inspire them to keep watching.
The types of hooks you could make use of include:
- Clearly-stated value: This is the most basic kind of hook. The viewer is simply told what they will get from the video (“In this video, you’ll discover how you can lose 10 pounds in just ten days”).
- The Preview: Preview what’s coming to the screen later within the clip (“And in the next video I’ll explain why you should not exercise with exercises that require crunches”).
- Sneak Peek: Start your video beginning with an exciting sequence that you will see late on in your video. Below is an illustration of an exciting sneak peek:
Use Pattern Interrupts
You’ve captivated your viewers within only the opening 15 seconds. Great. Now is the opportunity to make sure they are interested.
And Pattern Interrupts are among the best methods to keep viewers engaged with your video.
What’s an Interrupt Pattern?
Based on The Huffington Post: “A Pattern Interrupt is an approach to alter an idea or behavior, or even a situation.”
Here’s how this can affect the retention of audience members: when viewers get bored, they will click another video. This is (obviously) not good for the retention of the audience.
(And yes, it can occur even if your content is fantastic).
However, viewers hang for a while when you switch things up by using Pattern Interrupts.
In short, do your best to include at least a few Pattern Interrupts in each video.
A Pattern Interrupt could be as simple as displaying the image on your screen… it could be more complicated than changing the video’s settings. Essentially, everything you do to shake the way things are done counts as an Interrupt Pattern.
If you incorporate Pattern Interrupts in your videos, you’re likely to see a significant increase in audience retention.
Learn from Peaks and Valleys
If you have an existing YouTube channel, you’ve got an opportunity to tap into a goldmine to boost your retention of viewers.
Utilize a Script (or Outline)
It’s not a secret that YouTube users are incredibly impatient.
To keep them interested, You must restrict the use that you use of “umms,” “ahhs” and “hmmm” in your video. It is also essential to remain on topic throughout the whole video. If you do not, viewers will be able to leave your video to watch another video.
You can ensure that your footage flows well by organizing and laying out your ideas before shooting.
If you do, you will usually notice that your video is more precise and sharper, which can stop users from scrolling away.
Content marketing has made gaining an audience a lot easier than it used to be. However, the real challenge is activating those people and turning them into long-term customers that will stay loyal to your brand.
Recent statistics found that companies focus more on acquiring new customers than on retaining the ones that they already have, even though it can cost 7 times more to win a new customer.