Suppose I asked you to graph your attention level while viewing a very interesting film. For a good show, people often answer that their attention level is high throughout — a flat line in the upper quadrants of the graph.
Not so. Even while watching the most engaging of stories, your interest typically waxes and wanes — kind of like a roller coaster in shape.
How do you keep a viewer’s attention?
As you watch a video — a good video — the action, words, sounds, and music spark memories and associations that feed into your experience of the video. In a well-done video, that’s a good thing. Hooking a reader’s personal emotions can do a lot of work for you.
Also, most people don’t focus steadily in a passive activity such as watching a video. The mind typically wanders during any presentation, whether it’s a feature film, a play, or a YouTube clip. Full attention returns when you create a new turning point — a plot change or new information, for instance.
So, when you craft a video presentation of any length, you want to be mindful of these “mental breaks” that will occur. And, if you’re good, you learn to manage them by carefully doling out important data in a time-release fashion, building on each “release” to a final climax. It’s really very much like how a feature film is carefully crafted.
For instance, at the beginning of a video you have just a few seconds to keep viewers who aren’t a captive audience. (Some say the attrition begins in the first second). So the beginning needs to be bold, surprising, unique, or otherwise attention getting. After that, you create peaks and valleys to continually reward your viewer for staying with you. Each peak builds on the last, and each valley provides supportive information for its peak, or the next one, if you will.
Plus, everything I’ve just said about keeping someone’s attention is exponentially more challenging every day, as you and everyone you know encounters hundreds of media messages every day. We want our information, and we want it fast.
USA Today hit on a novel idea back in the 70s by releasing bite-sized news, and received a lot of flak for it. But they were right. And today, as other newspapers flag and fail, USA Today still circulates more newsprint than any other newspaper in the United States.
Video is a lot like USA Today. You want to introduce memorable information and keep your audience’s attention throughout. In a well-composed video, you can do just that by thinking through your turning points. More on how to figure those out in another blog!