How are top online publishers in the world distributing/ streamlining video content: what are current top & effective trends for video content & how are publishers using video content to direct referrals throughout the site?
Video content has found a home on the internet, with sites like YouTube becoming immensely popular. Advertising using clips of video is also a popular method of gaining attention and customers, as well as directing web traffic to the desired sites.
There are several methods that video creators, distributors, and publishers use to direct referrals to websites. These trends are present throughout the industry and have been shown to be effective.
One of the biggest trends and most effective techniques is the length of the videos. The shorter the length of the video, the more users watch it to the end. This is expected, but the drop off for viewer retention is rapid. Those that are less than 90 seconds long have an average view retention rate of 53%, while the average across all videos is 37%. If the video is over 30 minutes in duration, the viewer retention drops to 10%.
The trend therefore has been towards shorter videos. Social media has become a very popular distribution channel, and video lengths that do not seem out of place have fit into this niche. This is a reason why 56% of the videos published in the last year have been less than 2 minutes in duration.
Transcripts and SEO (Search Engine Optimization)
Transcripts, or a text record of everything said and/or done in the video, is an effective method to retain viewers as well. This makes the video accessible to blind or deaf viewers, but mainly assists SEO. As keywords are included in the transcript, the video is more identifiable to search engines such as Google, potentially creating more matches and moving websites up the page ranking.
Transcripts also keep people on the web page for a longer period of time. This improves several metrics that some sites use to measure retention, but also gives the customer more opportunity to find additional content
Affiliate Networks and Social Media
Affiliate networks, where one pays commissions for traffic and sales directed to them, has become very popular, especially with the rise of YouTube. Affiliate advertisements are applied to many of the videos there, and can be the main source of income for groups and users. These specific types of networks allow video publishers to ensure that their content is being shown to a relevant and interested audience. It also allows a much wider audience to be reached.
This effect is further amplified by social media where posts can be rapidly shared between people with similar interests. Social media can be a simple and effective method to generate large amounts of traffic. Thus, videos are being optimized for these platforms.
Video producers and distributors are changing the way they make their content. The videos are becoming shorter which improves the retention rate. Transcripts and search engine optimization techniques are also being used to reach a wider number of people, a trend which is being reinforced by the use of affiliate networks and social media. This allows the videos to reach an audience that is interested and relevant to the content, thereby increasing retention and effectiveness.