Matt Rowley, Content Director
Video is booming. Cheaper data twinned with better devices feeding a growing hunger for rich media means that we’re all consuming more video online than ever before. And it’s no different for HCPs.
We’re only half way through 2016, but at Cirrus Healthcare Content Marketing, we haveÂ already surpassed the number of videoÂ views we had in allÂ of 2015.Â That’s great, but raises some questions, which our one chart here can help answer.
1 -Â How much are they watching?
Facebook video views have grown at an astronomical rate. However, a videoÂ view in FacebookÂ is counted after three seconds regardless of whether the user has clicked the post to turnÂ the sound on (in fact, 85% of Facebook videos are viewed without sound). Completion rates for videos like this are notoriously low, in Australia only about 10% of Facebook video ads are watched to completion.
As you can see from the chart above, our % of completeÂ video views range from Facebook levels, right through to an astronomical 85%. The average hovers around an impressive 50% (and has been growing over time).
2 – Does the length of video determine engagement?
The graph above says ‘not really’. We have videos with great engagement at one minute and then atÂ 10 minutes.Â If you put a trend line in it’s flat overall.
So, it’s not the length of the video per se, it’s what’s in it.
3 – So what does drive video engagement?
The best correlation in our data can be described by the type of video content. At Cirrus Content Marketing we have two classifications –
- Blue Label content that is produced independently of the client to achieve their educational needs,Â and
- Red Label content, which has editorial input from the client because it is either promotional in nature or has been partially supplied by the client
Generally, but not exclusively speaking, Blue LabelÂ content generates better engagement.Â Partly because of the non promotional tone, but also because engaging our audiences through our channels is what we’ve been doing for more than 20 years.Â Having the editorial freedom to do this generates better results.
As you can see there are always exceptions. Some ofÂ theÂ lower scoring Blue Label videos were part of liveÂ conference coverage where engagement isÂ moreÂ hit and miss. Some of the red label content was highly engaging, despite having an element of promotion.
In the end,Â creatingÂ content that engages – in this case video -Â isn’t a paint by numbers exercise; there isn’t a magic length, topic or format. The key is knowing your audience and having the capability and latitude to createÂ content that hits the mark.
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