youtube's hot spot secrets to the perfect video
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Ok, well this feature is actually nothing new, in fact it came out several years ago. However, have you ever gone so deep into HotSpot (subsequently analyzing over 400 videos to determine a pattern in gaining the highest consistency of viewer attention) that your eyes popped out of your head?TRANSCRIPT
YouTube’s Hot Spot-Secrets to the Perfect Video
A holy grail story I know… What defines the perfect video?
Here is my good friend Casey Zeman to tell you his secrets on creating the perfect
video!
Take it away Casey…..
___________________________________________________
Video tastes are subjective, but what if I could show you statistical and empirical
evidence that could help you in your discovery of the Holy Grail…er I mean the
perfect video?
There is a place I love to go when examining my video stats.
A YouTuber’s best friend, the Insight Feature…
Hidden deep below the surface of the Insight tab is a secret gem called…-Hot Spot.
Ok, well this feature is actually nothing new, in fact it came out several years ago.
However, have you ever gone so deep into HotSpot (subsequently analyzing over
400 videos to determine a pattern in gaining the highest consistency of viewer
attention) that your eyes popped out of your head?
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Well I have, and luckily I was able to put them back in long enough to share this
with you.
The YouTube Hot Spot Feature analyzes a video’s viewer attention.
The analysis is based on all of the views of a particular video and when in that video
those viewers start to lose interest and stop watching.
Whether it’s the beginning of the video, middle of the video, or at the end.
The Hot Spot Feature can tell you whether your video is instant yawn material or if
it’s making people stand up in their chairs screaming…”Wow, this is the Citizen
Cane of Web Videos!!”
A Quick Note about the Hot Spot
feature from YouTube:
YouTube’s features
documentation states that you
need 300 views on a video after
March 2011 for the Hot Spot
Graph and data to propagate. Well
I have found this not to be the
case.
Here is a screenshot below of a video
that has over the 300 views and it was
uploaded May 23, 2011.
Here is the Hot Spot Data from that same
video. As you can see, YouTube is saying
that there is insufficient data to display
the Hot Spot Graph.
I have tested it out on many
videos, and a good rule of thumb
for a minimum number of views
to guarantee Hot Spot data is
about 1300-1500 views.
___________________________________________________
We are going to continue on by examining the two categories of video content,
Entertainment and Informative.
First -Entertaining Videos
An Entertaining Video analyzed in Hot
Spot will usually show that when
someone comes to an entertaining
video their attention to that video
starts HIGH and ends LOW.
Entertaining videos tend to have the ability to reel people in through cool
thumbnails or animation. Therefore, the attention starts high from the audience
and the greatest fallout of a viewer is at the end of the video.
Usually Entertaining videos start great but tend to only go downhill from there.
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REMEMBER-Entertaining videos generally follow the rule to grab ones attention
within the first 5 seconds of a video.
Usually an entertaining video loses interest not because the content starts to fail,
but usually because the length of the video is too long.
A dip can occur at a time where much of the audience is starting to ask the question,
“where is this video is going?”
A nice rule of thumb for an
entertainment-based video is to keep the
video length between 1-3 minutes.
Usually anything more and you will begin
to loose the attention of the audience.
Second-Informative Videos
An Informative Video will show
the complete opposite data…
interesting! Informative videos
are designed to provide usable
information.
The informative video can be in
the form of a “How To” video or:
News
Tutorials
Training And More.
The informative video tends to
start LOW and end HIGH.
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Another way to look at it is in the beginning of the video, the highest number of fall-
outs occur. BUT, those that stay to watch the video, tend to watch it till the end.
People who come to watch these videos generally are here for a purpose, to learn…
To gain knowledge in regards to whatever topic the video is about. Therefore more
people will stay longer to get all of the information a video has.
Because the video is generally a training video or instructional video, there is a
greater commitment to watching the video. Therefore, these videos can afford to be
longer without having the same fear of disinterest that the entertaining video have.
An informative video can be in upwards
of 10 minutes long and still hold
relative interest. However, I would say,
at 5 minutes, you may notice a slight
drop in that interest.
NOW Wrap your mind around this idea…Are there parameters that can define the
PERFECT VIDEO?
The goal for a video like this would be to represent high interest from beginning to
end above the average line in the Hot
Spot Graph.
To start high and end higher…is that
possible?
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Yes it is…What about
combining both Entertaining
and Instructional ideals…?
The screenshot represents a video that is approximately 2 minutes long, that is
instructional all the way through. But also Entertaining.
Here is the recipe for the parameters around the perfect blend of video:
• Grab the audiences attention in the first 5 seconds-(use animation and music and
see if you can choose a crazy cool thumbnail to represent the video…build the
interest right away…even before someone watches the video. This will guarantee
that you will have high interest right in the beginning of the video.
• Keep the video, if you can to under 3 minutes. A good entertainment video is short
and sweet. An entertaining instructional video is even sweeter…
• Capitalize on your audience’s commitment to wanting the value of the video. That
will ensure their longevity in watching the full length of the video.
• If you can do the audience the service of offering great value in an entertaining
way, your interest will be higher and your margin of interest will be less and less.
• Offer ‘call to actions’ as a source of interaction. With ‘call to actions’ you can
manipulate the Hot Spot Graph by deciding where you want your audience
members to respond to your ‘call to action’. (You can request that they click through
to another video at that 1 minute mark based on your desired goals for the viewer.
Therefore the Hot Spot Graphic would dip based on that call to action)
• Call to action techniques can also keep the person WATCHING the video. Here is
an example: If the video is 2 minutes long-at 1:oo minute i could have an annotation
pop up requesting that the audience keep an eye out for the girl in the blue shirt
because a surprise will happens at 1:55 seconds. (eluding to her maybe tripping or
crying or slamming into the mirror. The suspense of the unknown can keep the
person watching.
A great example of Both Informative and
Entertaining-The ever popular OraBrush
Guys!
Notice the Thumbnail…Disgusting…yet
boom you have my attention…
This Video is a perfect example of the correct blend of both informative and
entertaining…Look -it even says “How to tell when your breath is bad.”
So for all of you Video enthusiasts, especially those who have products of your own,
realize that by examining the Hot Spot Graph, you can begin to see how interest is
measured and how you can tap into using those analytics to find…the perfect video.
And sometimes that perfect video might just have brown shiny sludge oozing from a
sponge…yuck!
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Did you attend our recent webinar – How to Maximize Brand Power and Traffic
with the NEW YOUTUBE!
Click Here to see the replay!
Here’s what Casey covered;
How to use YouTube as a Traffic Syphon that you can’t turn off to get
seen on Google in a short period of time.
The 3 pillars of Video Marketing that have helped Casey and his clients
gain profits into the millions.
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The $100,000 YouTube brand loophole that Casey is going to reveal for
free.
Casey will reveal how he has worked with TOP fortune 500 companies
who were spending millions with online advertising before realizing
how to pinpoint their traffic with YouTube.
How to virtually eliminate your potential for failure in business by
using these strategies.
And much, much more
Click Here to see the replay!
We do hope you have enjoyed our foray into YouTube this week.
Get those videos out there & have some fun!
Speak again soon!
Jo :) (& Casey)
Check out our page for more great posts and tips. CLICK HERE.