Video engagement is often defined in a variety of different ways, but at its heart it is simply a measure of how effectively a video is able to resonate with viewers. It is far easier to see the consequences of engagement, in terms of the video retention rate, shares, comments, as well as likes and other reactions.
Similarly while video engagement itself may be difficult to pin down, there are numerous factors that are known to play a part in it. Out of those, there are 4 factors in particular that you need to be aware of:
Longer videos tend to be unable to retain viewers, and gradually lose them as time goes by. That in turn means a lower engagement level, especially compared to shorter videos.
Overall videos tend to have a number of drop-off points where they lose viewers, such as after 2 minutes, after 6 minutes, and after 12 minutes. That being said it can vary depending on the platform you publish your videos on, the viewer demographic, as well as the type of content.
The most engaging videos are invariably videos that trigger an emotional reaction from viewers – provoking them to comment, share, and respond in other ways. Odds are you’ve observed this for yourself, as it is the reason why funny, inspirational, or surprising videos are frequently shared and go viral.
Make no mistake videos can use a diverse range of emotional triggers, but ultimately it boils down to how intense the reaction they provoke will be.
Compared to other types of content (i.e. text and images), videos have the potential to be much more engaging – as evidenced by the fact that videos obtained 1,200% more shares than text or images put together. The reason for this advantage is the fact that videos are able to deliver information visually in a unique and highly-effective fashion.
Taking that into account it should come as no surprise that videos which are able to deliver their message visually are more engaging. The frequently-quoted piece of advice to follow in this case is: Show, don’t tell.
Viewers nowadays expect a certain quality out of the videos that they watch, and if it doesn’t live up to their expectations they aren’t going to stay and watch for very long. As a rule it is always best to record videos in 1080p at between 30 to 60 frames per second.
On top of that however the audio quality needs to be good as well, which is often where the problem lies. If you don’t have a high quality microphone you’ll have to rely on post-processing to improve the audio and remove background noise from video. Most good video editors are able to do that, such as Movavi Video Editor for example.
Now that you know the four most important factors that can affect video engagement you should take them into account when you next create and publish a video. If you do you’ll be able to see the difference that it makes – and your video should rake in more shares, comments, likes, and various other reactions as well.