Do you ever wonder why people stop watching your videos?
Is it something you did or just a fact of life?
Considering the reasons why people stop watching our videos can provide us with insights into how we might have kept them engaged for longer.
If you’ve gone to the trouble of creating an online video, you really don’t want someone to give up in seconds. In an ideal world you would be hoping that the viewer watches your entire video, feels engaged and then subscribes to your YouTube Channel (hungry for more). In reality there are people dropping off at various points throughout the video. The big question is, How much of it is down to you or the content you’ve produced?
Here are the main reasons why people will stop a video:
1. Lack of Engagement
This has to head up the list! Boredom. It’s probably the most common reason why people give up on videos and unfortunately it can happen at any time through the video. It just has not delivered on expectations.
2. Poor Quality
Normally you assess the quality of a video within seconds of starting it. While it doesn’t have to be up to the standard of a Hollywood blockbuster there are certain production values that make a big difference. Perhaps top of the list is sound quality. No matter how good the visuals are or whether the content is first rate, poor sound quality means the viewers have to strain to understand what is going on. If this continues for too long, the viewers will start to drop off.
Conversely, if the sound is clear it’s amazing to what degree we can endure dodgy visuals, so long as there is something worthwhile in the video. Material that is constantly panning or zooming can be one exception. We may feel we’re getting a headache!
3. Downloading Problems
With our miniscule attention spans, we don’t like waiting for content. If there is a glitch or the video stops and starts, we quickly lose patience. Although these problems are down to the viewer’s Internet connection we still optimise the video and have a few choices. Uploading the highest quality of video doesn’t necessarily make it best for everyone.
4. Out of Time
Few people sit down and watch YouTube in the same way they might watch traditional television (although even this is changing with devices like Apple TV). Increasingly viewers are using mobile devices and they consume videos, podcasts, blogs, etc., from any number of locations. Consequently, there is a lot more going on and a lot more interruptions.
5. Got Their Fix
Whatever type of video is being consumed there will be a pay-off. For example, if it’s a how-to video, it’s all about the information. So, if we are searching for an answer, once we have found it we will be on our way. If we’re looking for entertainment there may be more of an incentive to stay until the end, but perhaps we believe we’ve seen the best bit of the video. Half way through something inspiring, we may want to go and take action. Who knows!
6. Aversion
We all like and dislike different things so inevitably there will be content that doesn’t appeal to us. It could be information that doesn’t stack up with our personal experience or something that offends our values or beliefs, such as swearing, etc. Either way, we may switch off the content with which we do not agree.
7. ‘Plenty More Fish in the Sea’ Syndrome
If the video just isn’t delivering, our mind is programmed to search for something else online. It’s bound to be out there, we just have to put the time to find it (which we deem is a better use of our time than sticking with the video!).
8. Scanning
Sharing content is such a big part of building an online community that there is never enough. As such, some people do not have the time to watch everything they would like to and instead choose to scan material for suitability. This means they may start your video and watch just enough to decide whether it’s something they want to share or not. Once they have made that decision they will move on again.
In the scenarios above, it’s quite interesting to note that some are completely out of our hands whereas others we can work on. We should always be considering how we can get our message across in the minimum amount of time. Overall, what we really want to see is that we’re constantly improving the standard of the content we release.
Why do you stop watching online videos? What would make you watch longer?
