In 2015, most people could focus on content for up to 8.25 seconds. During this time, they had time to decide whether the video they were watching would be useful or interesting. We will provide statistics that will help you understand how to make your videos more attractive.

1. Optimal video length and format

On average, media files on the Internet are viewed for 2.7 minutes. They are watched to the end if they interest the user.

The retention depends on the length of the file:

  • less than 60 sec. More than 80% of viewers watch such videos to the end;

  • 120-180 sec. Only 60% of viewers will watch the video to the end;

  • 300-600 sec. Only half of users will view the entire file.

The longer the video, the less effective and attractive it is. Having understood the meaning of the video, most users will stop watching.

The duration of a media viewing session on YouTube is constantly increasing. The average viewer watches almost 40 minutes of video content per day. This has a positive impact on efficiency.

From what devices do the most active users watch videos (young people aged 18-25):

  • 98% – smartphones;

  • 81% – TVs;

  • 56% – personal computers and laptops;

  • 19% – tablets.

92% of smartphone users share media files. More than 52% of mobile traffic goes to video searches.

75% of videos are watched to the end on smartphones, and 25% on PCs. Vertical video is more in demand. It is watched in its entirety 9 times more often.

It is important to create content that is as focused as possible on mobile users. It should be short, informative and interesting.

2. Optimal video posting time

The most common hours of watching videos:

  • 12-17 – smartphones, PCs, tablets;

  • 19-22 – TVs.

Please keep these time frames in mind when posting.

3. In-demand video content

What information are paying users looking for in YouTube videos:

  • 70% – knowledge;

  • 70% – instructions;

  • 67% – product reviews;

  • 53% – recreation and entertainment.

What products are most often purchased after watching thematic videos:

  • 72% – cars;

  • 66% – cosmetics, as well as other face and body care products;

  • 62% – mobile devices.

More than 66.7% of product buyers watch 80% of videos describing the products they are interested in. Combine popular topics with a personalized approach to create quality content.

4. Reuse the video to keep it interesting

The filmed video can be used in commercial activities an unlimited number of times. It can become an element of an e-mail newsletter. Such letters are opened in 96% of cases. If an email contains the word “video” in the title, it is clicked on to view 19% more often. By attaching videos to emails with products and promotional materials, you can reduce the number of unsubscribes by 26%.

There are many other ways to reuse quality video content. This tool will help draw attention to products, services and the promoted channel.

5.Collaboration with viewers

80% of all views are from users outside the US. 60% of viewers live in the country where the video was created. YouTube has videos in 76 languages. This can be used to reach additional audiences.

The subtitle feature will make content accessible to people who speak other languages. Text support will increase its effectiveness by 60%.

Offer content that meets user needs. Focus on your target audience.

It is important to remember that viewing is not 100% effective. It's better to create viral videos. They guarantee mass appeal and success with the viewer. Relevant, high-quality content is always in demand. To maintain and expand your audience, you need to regularly offer new video materials.