With more than 2 billion active users – or nearly a third of the global internet audience – YouTube has become an important platform used in most video marketing strategies.
However, as one of the biggest online platforms, YouTube is also one of the most competitive for brands. For each industry-specific YouTube channel, there are a handful of other channels that offer similar content.
To stay ahead of YouTube’s fierce competition, you need to regularly create content that captures the attention of your viewers and engages them.
Finally, if viewers stop watching your YouTube video, they’ll click out of the video before finishing and find better content from another channel.
Before you start producing content, it’s important to ask yourself, “Why do consumers click out of YouTube videos?”
To help video marketers answer the question above, I used Lucid software to ask nearly 300 consumers why they abandoned videos on YouTube.
Why do consumers click out of YouTube videos
After spending time filming, editing, uploading, and optimizing videos, you may get frustrated to see a lot of viewers skip over before content ends. Not only can this trend affect your YouTube engagement metrics, but it’s also a sign that you’re wasting valuable time and money creating content that people aren’t even able to refund. Fort.
However, while a higher dropout rate is often a sign of the content being split, it’s important to note that – sometimes – the video exits are not the creator’s fault.
When I ask consumers, “Why do you often click out of a YouTube video before the video ends?” More than a third of respondents, or 36%, say they give up because of “too many ads” play before or between among videos.
Below, we’ll dive into the top answer, like the one outlined above, to help you create the most engaging YouTube video viewing experience.
1. Too many ads appear before or in video.
While there isn’t much that some creators can do about ad placement at the beginning and end of their YouTube videos, mid-video ads – appear by default in videos eight minutes or longer. – may is disabled in your YouTube settings.
If you’re trying to monetize your content by enabling more mid-video ads on YouTube, you’ll want to consider the pros and cons of this ad type. While you can make more money on your content, this ad placement can also be the main friction point that causes viewers to click away from your video.
Also, if you choose to include mid-video ads, you should take steps to make sure your video is engaging, valuable, or interesting enough to retain viewers – even if there’s a short trailer. .
To make videos that are engaging and less susceptible to skipping ads, keep reading to see the content reasons people click away from YouTube content.
2. Video is not entertaining or attracts attention
While 18% of respondents view videos that “don’t entertain them”, 17% click out of content that doesn’t “capture and keep” their attention. Respondents’ entertainment needs though are consistent with YouTube’s consumer research showing watch a video to relax or “escape” From their everyday life, the demand for attention-grabbing content increased with a multitude of numbers video data and social networks.
While most audiences don’t expect B2C or B2B branding content to be as interesting as videos of musicians, TV studios, or influencers, it’s still a good idea to experiment with video storytelling methods. put viewers in an actionable, engaging, or humorous scene to grab their attention. Then, when you engage them, you can continue to include interesting facts or scenes in your content to keep them watching.
But how can you entertain and engage an audience while still highlighting the selling points of your brand, product or service? Here’s a great example of a brand that does this incredibly well.
In this episode of the Purple video series, “The Purple Boys”, the two host a fake chat starring comedians. Tim Heidecker and Eric WareheimTelling an overly dramatic story about “Tales of Sundays”.
The video begins with Heidecker waking up in his host’s chair. Then he suddenly started screaming due to his Sunday fears – or the stress he felt on the Sunday before the work week began.
As the video continues, viewers learn What are the Stories of Sundays, hear a man tell his stories about them and learn how the Purple mattress helped him sleep even in the face of stress in the coming week. To avert any dull moments, the editors have also added exotic sound and visual effects to show off the Sunday Scaries feel.
This is a great example of how a brand uses video to tell a compelling, dramatic yet easy-to-understand story in relation to consumer pain points. At the same time, Purple’s video explains how their product can help. Not only does this content keep viewers watching, but it can also remind them of the Purple brand the next time they need a sleeping accessory or mattress.
3. Video is too long.
Sometimes, even if you have great content, your viewers may only keep their attention for too long – especially on a fast-paced platform like YouTube. That’s why almost 10% of respondents cited lengths to adjust YouTube videos.
While some people may watch videos during a break at work, others can watch them on their smartphones during daily commute. Besides, research shows that each new generation has witnessed one by one Attention period is a bit shorter when it comes to online content.
If you feel like you’re creating really compelling content but see viewers pass by, keep in mind when most viewers skipped your video.
If viewers frequently skip watching at the same minute mark for each video, consider tweaking your strategy to make your video shorter, more concise. You can also find some helpful tutorials in this blog post.
Create compelling long form YouTube videos
While length may be the culprit for video abandonment, a small portion of consumers who cited it won’t scare you away from testing long content. While the above data suggests that some consumers dislike long video content, live data from YouTube programs that certain age groups, such as Gen-Z, are watching more lengthy content on the platform than in previous years.
In addition, several successful brands, including HubSpot, often capture long content on platforms like YouTube,
If you want to take advantage of long content but are still worried about the video being left out, consider putting the most valuable information at the top of the video – or letting viewers know what they’ll see if they keep watching. This way, if viewers don’t have time to watch your entire video, they’ll see your expertise in how to act, and they’ll be motivated to come back later if they need to pause.
An example of a brand that knows how to engage viewers in the action of a long form video and then grabs their attention is Patagonia.
For example, the 27-minute Patagonia documentary below opens with videos of a mountain climber in action and a brief narrative of him saying: “As a veteran, you feel like it felt like ‘I have really closed that gap and I can understand what nature is saying’ me. I can read the signs around me. ‘”
Suddenly, after the hiker’s initial narrative, you see an intense clip – shot from his perspective – of him screaming when he was caught in an avalanche.
When the screen goes black and viewers see the movie’s title, along with “The whole movie starts now”, they realize that they’re only glimpsed of the action they’ll see later.
Patagonia’s branded video trailers and documentaries are a great example of how a brand can convince viewers to take a look at the longest types of YouTube videos. When the video reopens, viewers may want to continue watching so that they can hear the full story and understand the context behind the stressful scene they just watched.
4. The video doesn’t provide useful information.
While only 7% of respondents mostly clicked out of videos that didn’t provide useful information, it was still important.
While consumers can use YouTube to learn how to do something, research a hobby or interest, or learn more about their favorite influencers, others use YouTube to get to know them. More information about companies or industries. In reality, Research by YouTube shows that consumers increasingly use YouTube to learn about products, services and brands.
Regardless of the type of content you create, consider providing valuable or educational information in it so that users feel like they’re learning something new. If you do this, viewers can continue watching your video until the end on the assumption that they will continue to receive valuable insights from you. In addition, viewers can also define your brand as a thought leader they can aim to see more useful videos in the future.
Need an example of how to provide viewers with educational or valuable information in a video?
Check out the HubSpot video below that highlights the Instagram hacks for businesses. While the video serves as a detailed list of tips related to the trendy social platform, it also naturally mentions one of HubSpot’s free Instagram templates:
5. Other reasons for people to click away from YouTube videos.
While 8% of consumers said: “Other”, 3% said “Videos are excessively promotional” and 2% said, “Content does not match the video title or description”.
Retain YouTube viewers
While you may not be shocked by some of the responses above, they reaffirm that video marketers need to take extra steps to engage viewers while promoting their brand. While you might think a headline ad or video might be the best way to sell products, they may not deliver high engagement or increase YouTube viewership.
As you create your next video, keep the following tips in mind to help prevent high skipping rates:
- Engage your viewers: Start with compelling information or a scene that captures the attention or teases the viewer about what’s going to happen.
- Provide value: Be sure to provide interesting information, educational dialogue, or action points throughout the video as well as at the beginning to engage viewers.
- Don’t draw everything out: If you can briefly state your point of view, choose a shorter video instead of a longer one.