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Average View Duration

What is Average View Duration:

Average View Duration is a metric indicating the average amount of time viewers watch your video before dropping off.

The data for this metric can be discovered in video platform tools such as YouTube.

How to calculate Average View Duration:

To calculate Average View Duration take the total watch time of your video and divide by the total number of video plays. This can be done for specific videos, or the entire video collection.

An example would be if your company made bicycles. If the parts of the bicycle cost $100, packaging the bicycle cost $25, and you paid someone $50 to put it together, your total Cost of Goods Sold for that bicycle is $175.

Notes

- In Yaguara Average View Duration can be tracked when creating a Key Result:


Why Average View Duration is important:

At a high level Average View Duration is more important than a raw view. It is the epitome of quality over quantity data analysis, especially since engagement is critical to video campaign success. Once the video is stopped it loses much more steam compared to other mediums.

In most video platforms your video is more likely to appear to new users in searches and suggested videos if your Average View Duration is increasing and respectable. But if your video is having trouble with engagement, the bounces will start piling up and your team will be penalized in the long run.

How to improve Average View Duration:

Short video intros

You are always going to have a sharp drop off in viewership as soon as the video starts. But creatives can combat that by previewing or ‘teasing’ results that will surface at the end of the video. Then use the rest of the video to educate viewers on how one gets therel.

Create a playlist

The creation of queues is becoming more and more popular for content absorption. This strategy calls for getting viewers in a rhythmic pattern to view your video content in a series, and each one to the end.

Pattern recognition

Create a pattern interruption. This means installing a change of pace, tone, or style to keep viewers engaged. This doesn’t mean changing your backdrop to a tropical background, but focus on a way to tell the story from a different, relevant angle.

Grow your long-tails

If you are submitting videos to an established video platform, long-tail keywords can help drive more traffic to your videos instead of your competitors. Use the same qualified search terms in your other channels (such as Google Analytics) and implement a video-friendly strategy around them.

Trusted Advice on Average View Duration:

YouTube Analytics: The 15 Metrics That Actually Matter via Hubspot

The 50% Rule via Uhuru Network

How Does the YouTube Algorithm Work? via Hootsuite