Online attention spans are limited
Marketers might say people don’t watch long videos online anymore – or at least when it comes to product or explainer videos. Audience’s attention span drops significantly every few seconds, according to video analytics platform Tubemogul.
About 10% of viewers stop watching after 10 seconds. At the one-minute mark more than half the viewers are gone. Only 9% watch the full 5 minutes.
On the other hand, maybe these people aren’t watching awesome videos. Engaging your audience in just the right way can ensure they hang on just a little longer than we expect them to.
Our point is that when you make an awesome video, people will be willing to watch more of it. What makes a video awesome? An awesome video understands its target audience and engages them using a specially crafted script and visuals.
The case of Rypple
Rypple created a social platform for human resource offices, which allows staff to get more immediate feedback on their performance.
At a duration of 1 minute and 47 seconds, Rypple’s explainer video was over the average length of Switch’s videos. But this didn’t stop people from watching it. Not only did placing this video on Rypple’s landing page increase conversions by 20 percent, the video performed better than most online videos.
On average, 40% of viewers watch a full 2 minutes video. Only 56% will even make it halfway. With Rypple’s video, 75% of viewers watched more than half the video and 50% of viewers watched the entire thing.
What made Rypple’s video different?
Why did Rypple’s video work so well? What made people want to watch it? We think it has something to do with the way the video was crafted.
Most of the clip focuses on the workers and what impacts their well-being and productivity. The video portrays an office setting where staff are frustrated and employers use outdated processes to coach and give feedback. In the end, these headaches are something everyone in human resource can relate to. The video only spends about 10 seconds of its play time on how Rypple resolves these issues.
First, we wonder how we can solve the workers’ relevant everyday problems in the video.
Then, the excitement begins to build as the video describes an alternative where employees are engaged and excited.
Finally, Rypple introduces its solution: real-time software that gives up-to-the-minute feedback for employees.
The conclusion: Rypple’s video works because it provides suspense. When you really get your audience interested, chances are your video can also beat the odds and maintain the viewer’s attention. Watch Rypple’s video for yourself.