Video Engagement and Diminishing Attention Spans

2013 has been said to be “The Year of Video.” If this is truly the case, companies who use video in their marketing strategy are going to have to bring their A game to get an edge. Storytelling is one of the best ways to keep an audience continually interested, and video is a great way for a company to tell its story. 

Quality online video content has become more valuable for marketers and businesses as of late, due to the significant changes in our viewing habits. Add in the fact that video is expensive to produce, and you will find that it is increasingly difficult to keep consumers actively engaged with content.

Associated Press Director of Video Global News, Sandy MacIntyre states that the typical length of actual engagement with video is at most 1.5 minutes. “The viewer wants the best 20 seconds,” he says. This appears to especially be in the case of users of mobile devices. People are becoming more and more reliant on the convenience of smart phones and tablets, and are using these mobile devices for getting their news, entertainment and social updates on the go. Keeping consumers engaged with video content who have limited amount of time (and attention span), proves to be a significant challenge.

With longer videos, even if the content is stellar, it is all too common for consumers to lose interest and abandon the video entirely. Without a way of knowing which parts are most relevant or interesting, longer videos often seem overwhelming and boring.

Vuact can help with this. We can increase consumers’ engagement with the videos, and capture their reactions and comments in real time using the easy-to-use reaction buttons and comment sections. This allows consumers to clearly see which parts of the video are most interesting and valuable and they are able to skip ahead to those parts, as well as mark their favorite parts to share comments with others. Interaction with Vuact videos is on average 20 times that of other videos, such as those on YouTube. This is not an apples-to-apples comparison, but gives you an idea of how much more you could be getting out of your videos.

Another factor with video is creating “sharable” content, as today’s world is very focused on sharing via social media. It has been shown numerous times over that an interesting video can easily go viral. With Vuact it is possible for people to see which parts are marked as the most interesting, and are thus more likely to share a video because they can actually make their mark. This also leads to repeat views, as consumers can go back watch the best parts.

While an uninteresting video can’t be fixed by adding more transparency into the content, a long video can be made more engaging by allowing interaction with the content.

See what Vuact can do for your video content.

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