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According to a new study from Visible Measures, 20% of the audience for a video clip of fewer than five minutes will abandon viewing in the first ten seconds. With 40 million unique clips that adds up to over 7 billion video views. That’s a big sample.  According to company CMO Matt Cutler, “If you’re online video campaign has 10 million viewers, 2 million of them saw less than 10 seconds of it. “

ComScore also surveys the video viewing habits of people around the world. Their last November survey, the average duration watching on video sites, (i.e. YouTube) 4 minutes.

Okay, so the average viewer has the attention span of a nat. That means if you’re making video they had better be short and sweet. Most of the YouTube video material is fun, stupid, entertaining or  just plain crazy. For this stuff, 10-20 seconds will do it.

If you’re trying to explain something, like how to grout a floor, preparing a video of two minutes will be challenging. If you’re trying to provide sales training, two minutes is probably out of the question.

Tips for on line video:

Think about the first 10 seconds, make it short, hot and sweet. Don’t warm up, go for it from the beginning. Don’t do an introduction if you don’t need it.. Check out this video,  “How to tie your shoes.

Plan your time and practice. I use a timer and set it for five minutes. This way I know if I need to cut it down.

If you have a long subject, break it into short, interesting bites.

Do a run through. Record yourself, listen and watch. What do you need to change?

Get peppy. If you’ve only got 10 seconds, smile and put some oomph into it. Ask for some feedback on the video; should I rerecord it?

The data also shows that you will have lost a third of your audience in the firsts 30 seconds and then 44% by the end of the first minute. Lesson one, don’t let it drag on. It doesn’t look good in the beginning they’re done.

A couple of blogs ago I wrote “does funny sell?” I think the following should be noted

In the longer brief on the research, available for download from it site, Visible Measures analyzes a popular clip from an Anheuser Busch Web-only ad for Bud Light. The “Beer and Porn” spot, which was Web-only for obvious reasons, was viewed by 950,000 on YouTube. But those viewers were only the ones that got past the first ten seconds. The ad had twice the usual 10-second abandonment rate.

At least 40% bailed before the joke was apparent at the 12-second mark.

Even the pros have their challenges.

Forget the elevator speech; it’s more like an escalator speech!

Lisbeth Calandrino has been conducting sales training classes for over twenty years. She was voted in 2017 as one of the “Ten People Making a Difference,” by Floor Covering News. (The category was sales.)

To have her make a difference in your business, connect with her at [email protected]

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