Over 800 million people visit YouTube once a month, 72 hours’ worth of videos are uploaded every day, and, in 2011, YouTube had 1 trillion views. This is a huge opportunity for content marketers to tap into. But just setting up a YouTube account, recording some videos and uploading them isn’t enough to get people to subscribe and follow you on YouTube. You need some hard-hitting strategies that will draw people in and convince them that you are somebody to watch and follow.
Monitor “Attention Score” To Measure Good Storytelling
YouTube executive Bing Chen says, “Another thing that cannot be replaced is good storytelling. We really recommend you go into your dashboard and look at your attention score.” What exactly is your attention score? This shows you the level of attention and the length of time people spend watching your videos.
There are two types of YouTube content: entertainment and information.
Entertainment videos pull people in with good headlines or enticing thumbnails, so the attention level is high at the beginning but drops off towards the end.
Here’s what makes a great entertaining video:
- Five-second rule : A great entertaining video must grab people in the first five seconds. You can use questions or put yourself into an unusual situation. And don’t forget the conflict. People have to get a feeling of suspense immediately.
- Storytelling : Bing Chen says this is essential. Learn the tricks of weaving a good story so that people will hang with you through the duration of the video. You can use gimmick or conflict to achieve that.
- Short : Entertaining videos can’t be too long. Between one and three minutes is ideal. This is where looking at your attention score is critical. Where are people dropping off? Is that the upper reaches of attention span?
The other type of video is the informative video. These are your tutorials and how-to and do-it-yourself clips. The thing about these types of videos is that their attention scores will be just the opposite of an entertaining video.
- Early attention score is low : Most of the traffic drops off early. People decide quickly whether they will learn what they want to learn from a video.
- Late attention score is high : Those who stay past the two or three minute mark will typically stay for the entire video.
- Steps : Great informative videos pull people along by giving them systematic steps to accomplish a particular task. In fact, people may tend to pause the video and write notes or actually perform the task. Think about how you would learn to fold a paper airplane or fix a sink.
- Length : It doesn’t matter how long your informative video is as long as you are giving people the answers they need.