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How To Increase Your Video Viewership

This infographic is brought to you by KISSmetrics and Wistia. In partnership, both KISSmetrics and Wistia have teamed up and designed the infographic below regarding the importance of video marketing, play rates and attention spans. Click Here To Try Wistia For Free For 15 Days.

In recent years, online video has evolved into a powerful (and cost effective) marketing tool. Video is becoming what a website was a decade ago – something that gave nimble, early adopters an edge over the competition. However, if time and money are going to be spent making a video, it also pays to analyze your video traffic and determine how to increase your viewership. Use the following guidelines to help fine tune your video-making endeavors and maximize your viewership.

Click on the graphic below for an enlarged view.

how to increase video viewership by Wistia

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Facts and Stats to Tweet:

  • The average sustained attention span for an online video is about 60 seconds. »tweet«
  • Attention span decreases the longer one watches an online video. »tweet«
  • Play rate: The percentage of unique visitors that click play when presented with a video. »tweet«
  • According to a study done by Wistia, the average video play rate is 16.9%. »tweet«
  • 1 out of every 6 people who loads a page with a video watches it. »tweet«
  • Wistia learned from their own home page tests that 30% of prospective customers watch the home page video. »tweet«
  1. Amanda Maksymiw Jun 02, 2011 at 8:51 am

    Great insight. We have been applying these insights to our video strategy for for some time now, after we saw a dropoff in viewership for our long videos. Thanks for putting together a nice infographic.

  2. I just watched Hiten’s interview with AppSumo. It took a good hour of time for me to digest it and enjoy it. The fact of the matter is, none of those videos are less than 2.5 minutes. So, do you have any metrics that show relevance?

    I am going to be publishing videos on research. It takes a lot of time or money to get videos to 30 seconds. And I am not even sure all the messages could be communicated. I would love to know how much of time limit there is when you have the ‘right’ audience watching your material.

  3. Hi Sean,

    Some great info here.

    Videos are great to:

    a. Give people a different option for getting info.
    b. Build a more personal relationship – being able to see and/or hear you is a powerful marketing tool.

    The one thing we’re missing here is what info the videos had.

    It’s crucial to hook viewers from the beginning, promise them info to keep them watching and deliver on that.

    It seems that if you’ve got good info people will keep watching even if your video is long.

    But you can easily lose viewers in the first 30 seconds if you don’t hook them in straight away.

    Thanks for the reminder of how important it is to capture people’s interest from the very beginning. First impressions count:)

  4. Great info – I’m working on a free video course, so this helps a lot.

  5. I am going to forward this to my team. We had done some video planning and our goal was 2 to 3 min. I am going to lobby for even shorter times. Engineers love data!

  6. Great presentation in the Infographic. I would add that the impact of video can be extended by using social media to get people engaged about the content.

  7. this is a blog post full of helpful advice to have a lot of no. of views for your video blog commercial. What to put in the video and what not to. I think vloggers should read this!

    – Jack Leak

  8. Great insight and useable information…we’ve been keeping our videos between 1:45 and 2:00 and have had good success with it. Enough time to provide information but not too long that consumers lose focus/interest.

  9. This in an inspiring infographic. We have over 350 videos on our website and would agree that engagement wanes after 30 seconds in most cases. Interesting that between 2-10mins people don’t seem to drop off as much as you think. I suppose if someone is engaged and is willing to invest 2 minutes, they must be interested and have time to spend up to 10.

    Great work!

  10. Wow, this packs a lot of good information in.

  11. Very well written post! It is key to keep your viewers engaged and keep the video short.

    There are many great examples of well-designed explainer videos and also brand videos like; ‘the man that walked the earth’ (Johnny Walker).


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