YouTube Success Tip #1:
Use The Perfect Video Length
Who has a sorter attention span...
[ ] You
[ ] A Goldfish
Go on, take a guess...
... I'll wait...
Surely, you have a higher attention span than a goldfish, right??
According to a recent study, that's not the case:
And this attention span problem is only getting worse.
What's the solution?
Create shorter videos.
1-3 minutes is the ideal length for YouTube videos.
The kiss of death on YouTube is uploading an uber-long video. Sure, there are exceptions to this rule.
BUT... it's a known fact that many people look at the video length (right beside the play button on YouTube) and then bail out if it's too long. For example...
C'mon. Admit it...
Haven't you done this too?
I have (... and will again within the next few days).
Who has time to watch marathon length online videos anymore?
Here's another big reason why you'll want to create shorter videos...
Viewer Retention (Time Watched)
It's no secret that YouTube is tracking your videos viewer retention and ranking your video accordingly. Retention means what percentage of your video is actually being watched on average.
That's right. Bad videos (that don't get watched) get penalized on YouTube.
This is nothing new.
A few years ago, leading search engine experts started reporting about this (as shown in this article below from Search Engine Watch).
When you think about it... it makes perfect sense.
Suppose there are two videos competing for the #1 spot on YouTube for a keyword.
Video A has 72% retention
Video B has 12% retention
Which video do you think provides a better user experience?
If people are watching only 12% of a video, that speaks volumes... wouldn't you agree?
Getting someone to watch 72% of a 1-minute video is waaaaay easier than getting someone to watch 72% of a 19-minute video.
So keep your videos short, punchy and deliver good content so your viewer feels compelled to stick around.
While the length of your video is important, of equal importance is the style of video you actually create.
YouTube Success Tip #2:
Use The Best Video Style
Over the years, I'm sure you've seen some awful videos on YouTube.
After testing several different types of videos, my YouTube Analytics reports show that my best performing videos have a few similar characteristics.
Ok. Time for another fun pop quiz...
Which video style do you think works best on YouTube?
(Pick one from those images below and I'll tell you the answer in just a sec...)
When analyzing the success of my YouTube videos, there are 2 things I'm looking for (and you should too...)
1. Viewer Retention (Average Time Watched)
2. CTA (usually clicks)
If someone watches a large percentage of your video (high retention) and then responds to your Call-To-Action (more about this later on...), then your video has done it's job.
If someone watches a low percentage of your video and rarely responds to your Call-To-Action (CTA), then your video has failed to do it's job.
Earlier, we already identified that 1-3 minute videos work best.
The next piece of the YouTube success puzzle is the style of video that you use.
During my tests, one style of video has always delivered consistent results for 1-2 minute videos.
Here is a screenshot of my YouTube Analytics for this style of video:
77% viewer retention = Awesomesauce!
Remember earlier when I asked you what style of video do you think works best on YouTube?
If you chose video #3... pat yourself on the back. You are correct!
Video #3 is a typical "Animated Whiteboard" style video.
For 1-2 minute YouTube videos, they work great. These style of videos are fairly inexpensive too.
You can get an animated whiteboard video done for $5-$30 from sites like Fiverr or Odesk.
Just to be clear... animated whiteboard videos are not a silver bullet. They work better for some topics than others.
Run a test or two in your niche market(s) and see what happens.
Also, not all whiteboard videos are created equal. I've seen some bad whiteboards that break all the rules and failed miserably as a result.
Ok. We are almost done. Just a few more things to tell you about.
Are you finding this information helpful?
Is some of the data I have shared with you a bit surprising?
I have to admit. I was a bit shocked when I saw how well my animated whiteboard videos did.
I used to create (typical) in-depth, 7-10 minute "training" videos for YouTube.
Those videos take a lot of time, prep and effort to put together too.
... and then nobody even watches the darn things.
Clearly... those type of videos don't work that well on YouTube 95% of the time.
Let me show you some proof...
Remember that screenshot I showed you earlier?
Do you want to know what my absolute worst performing YouTube video is and why it bombed?
My stats show that generic, narrated PowerPoint style videos (like the one shown below) don't do well on YouTube.
Why is that?
9 times out of 10, these type of videos are just plain
boring painful. Visually, there is not much going on. You are just staring at static words on a page. What fun!
Plus, if the topic of the video (and your voice) is not too exciting, people lose interest real fast.
Over the past few months, I have experimented with a few modified versions of these PowerPoint slide style videos.
My Teach-And-Bank Tutorials and Show-And-Sell video formats do much better than the old boring slideshow videos I used to create.
Sidenote: Speaking of my Teach-And-Bank Tutorial video... do you want a copy of the exact video script that I use? (complete with a sample video for you to look at, swipe or rip off). It's waiting for you as a free download. Click Here to access the bonus section.
That's why you should never guess.
Look at your numbers. Analyze your YouTube data. Then make your decisions on what type of videos get results. Make more of them.
If you don't have any YouTube data to analyze yet, use the info in this post (and the Free Bonus Content Download I mentioned earlier). This will save you from 6 months of testing to find what works best on YouTube.
As you now know... it is important to create short videos using a style that works best on YouTube.
However, your YouTube video is a complete waste of time and energy unless you nail this one thing I talk about below.
In other words... there's no point having a fantastic video on YouTube that gets you no clicks, subscribers or leads.
This brings us our next important success tip...