[0:00] what's a good audience retention rate to
[0:02] go for 70% that's what you need if it's
[0:04] below that figure out how to get higher
[0:05] 70% do even the best creators get those
[0:08] kind of
[0:10] [Music]
[0:12] numbers well they do here's an audence
[0:15] retention graph from one of Mr BEAST's
[0:17] video and one from Logan Paul's video
[0:19] now there are two things to notice here
[0:21] one overall both the creators were able
[0:23] to get a retention rate between 60 to
[0:26] 80% two if you notice a 30second mark
[0:29] both the creat were able to retain 75 to
[0:31] 85% of Their audience within the first
[0:33] 30 seconds which is phenomenal so I
[0:36] decided to watch hours of their content
[0:38] and connect the dots between viewer
[0:40] psychology Creator tactics and the
[0:42] evolution of Hollywood films and in this
[0:44] video I'll talk about one why do viewers
[0:47] drop off two what do top creators do to
[0:50] keep their viewers hooked and three why
[0:52] do those retention tactics actually work
[0:55] what's the science behind them for those
[0:57] who are new to the world of content
[0:59] audence retention explains how well was
[1:01] your video able to retain the attention
[1:03] of the viewers during the course of the
[1:04] video for example a 10-minute video with
[1:07] a 60% audience retention rate means that
[1:10] typically a viewer was watching that
[1:12] video for about 6
[1:14] minutes now that we have the basics out
[1:16] of the way let's jump to why audience
[1:18] retention as a metric is so important
[1:21] audience retention combined with the
[1:22] click-through rate has an impact on how
[1:25] many views your video will be getting
[1:27] there are other factors as well but as
[1:28] Mr Beast explains it in this video I
[1:31] think YouTube just wants people to click
[1:32] on a video and watch it to me what's
[1:35] important is Click theate getting people
[1:37] to click on your video and then average
[1:39] view duration average view percentage or
[1:40] just relative retention and you know
[1:42] having them watch it in this clip
[1:45] getting clicks refers to getting a good
[1:47] clickthrough rate on your title and your
[1:49] thumbnail and the second Factor about
[1:51] views talks about increasing your watch
[1:53] time both factors combined it signals
[1:55] the algorithm that this video is worth
[1:57] promoting to a bigger audience so what
[1:59] really makes makes viewers drop off from
[2:01] a video to understand this we need to
[2:03] think about the viewer's journey no
[2:05] matter where the viewer gets exposed to
[2:06] the title or the thumbnail of your video
[2:08] the purpose of these two elements
[2:10] Remains the Same which is to make a
[2:11] promise and that promise sets an
[2:13] expected payoff in the minds of the
[2:15] viewers if you think in terms of a graph
[2:17] as long as the expected payoff value is
[2:19] high that is close to one the viewers
[2:21] will continue to watch the video the
[2:23] moment the tune out or start doubting
[2:25] the expected value of the video they
[2:27] drop off so as creators our goal is to
[2:30] proactively address those doubts so the
[2:31] million-dollar question is what are
[2:33] those doubts and when do they kick in so
[2:35] the first doubt kicks in almost right
[2:38] after the viewer clicks on the video is
[2:40] the video about what I think it is to
[2:43] tackle this doubt the top creators rely
[2:45] on a couple of tactics the first tactic
[2:47] is to maintain visual consistency
[2:50] between the thumbnail and the first 5
[2:52] Seconds of the video to see this in
[2:54] action let's jump to YouTube's homepage
[2:56] and take a look at one of Mr BEAST's
[2:58] video if you notice what Mr Beast does
[3:00] here is that the first 5 Seconds of the
[3:02] video literally open up from the
[3:04] thumbnail itself thanks to YouTube's
[3:06] Sleek ux the viewer is able to get a
[3:08] sneak peek of the video without even
[3:10] clicking on it or even hearing any of
[3:12] the audio this convinces the viewer that
[3:14] the title or the thumbnail is not a
[3:16] clickbait and the video is exactly what
[3:18] they think it is about the consistency
[3:20] across these three elements that is the
[3:22] title the thumbnail and the first 5
[3:24] Seconds of the video they help set the
[3:25] right expected payoff in the minds of
[3:27] the viewers and that gives them a reason
[3:29] not to drop off within the first 5
[3:31] Seconds of the video so in our next
[3:32] video we need to make sure that there is
[3:34] some level of consistency between the
[3:36] title the thumbnail and the first 5
[3:38] Seconds of the video and bonus points if
[3:41] you overlay some keywords within the
[3:42] first 5 Seconds of the video because the
[3:44] viewers don't really hear the audio when
[3:46] they get a sneak peek of the video on
[3:48] YouTube's homepage the second tactic
[3:50] related to this doubt is to reinforce
[3:53] the base concept right at the start of
[3:55] the video let's listen to the very first
[3:57] sentence of these videos from some of
[3:59] the top here do I'm going to spend the
[4:01] next 7 Days buried alive under 20,000 lb
[4:04] of dirt off the world you've been
[4:06] hearing about F12 right cool let's talk
[4:09] about it have you ever wondered what it
[4:10] would be like to drive across the
[4:12] country using only Tesla autopipe here
[4:14] are some of the things we'll be looking
[4:16] at I'm about to spend $30,000 in the
[4:18] next 5 minutes buying the most
[4:20] futuristic Tech on the internet and then
[4:21] we're going to test it to find out if it
[4:23] actually is the future or if it's all
[4:25] just marketing nonsense do you see a
[4:26] pattern you got that right it's as
[4:28] simple as clear clearly calling out what
[4:30] the video is about as long as it ties
[4:33] back to the expectations set by the
[4:34] title and the thumbnail you just
[4:36] reinforce the expected payoff value so
[4:38] how can we use this tactic as a general
[4:41] rule of thumb within the first few
[4:42] sentences clearly articulate what the
[4:44] video is about moving on to the next
[4:46] doubt which is is there anything unique
[4:48] about this video to address this doubt
[4:51] the creators do two things the first
[4:53] thing that the creators do is they don't
[4:55] tell but show the viewers why this is a
[4:57] video that they just can't miss
[5:00] depending on the genre of the video the
[5:02] execution of this tactic will change a
[5:03] bit for example in the grand challenges
[5:06] genre Mr Beast relies on showing what is
[5:08] at stake or giving a glimpse of
[5:10] something extraordinary to get you
[5:12] hooked whereas in the edutainment genre
[5:14] like explainer videos done by Cleo abam
[5:17] she gives a glimpse into an interview or
[5:19] an interesting Insight that was done to
[5:21] create that particular video the idea
[5:23] being that depending on your genre and
[5:25] the audience that you have you give them
[5:27] a trailer of sorts of what's to follow
[5:29] in that video and why this video is
[5:31] unmissable so when you're planning for
[5:33] your next video and thinking about the
[5:35] visuals that you would have at the start
[5:36] of the video think about how can you
[5:38] give a trailer visually of what the
[5:40] video would include some high notes of
[5:42] it without revealing the entire thing if
[5:44] it's a challenge video then probably you
[5:46] can tease the viewers by mentioning
[5:48] about the secondary Stakes or if it's a
[5:49] product review video mention that apart
[5:52] from the review itself you will talk
[5:53] about one relatively unknown feature of
[5:56] the product which will keep the expected
[5:58] payoff value super high high and give
[6:00] them a reason to stick around and watch
[6:01] the rest of the video going back to the
[6:03] second out which was about is there
[6:05] anything unique in this video here's the
[6:07] second thing that the top creators do
[6:09] which is they over stimulate the viewers
[6:11] with a lot of visuals I did some
[6:14] research on this and for that I watched
[6:16] hours of content from some of the top
[6:18] creators to understand how do they
[6:20] really construct the first 30 seconds of
[6:22] their video here are the top three
[6:25] insights number one they change the shot
[6:27] in some manner or form every 1.7 7
[6:29] Seconds number two on average they were
[6:32] about 19 shots in the first 30 seconds
[6:34] and number three less than 1 in five
[6:36] shots was a simple talking head kind of
[6:39] a shot or b-roll footage reinforcing the
[6:41] base concept of the video mind you this
[6:43] included creators from all kinds of
[6:45] genas productivity explainer challenge
[6:48] you name it the idea is to throw a
[6:50] barrage of hooks at the viewer with the
[6:52] hopes that they would latch onto one of
[6:53] them which would instantly Drive the
[6:55] payoff value of the video and keep them
[6:57] watching the video so when you Crea in
[6:59] your next video during the editing phase
[7:02] do a few things number one literally
[7:04] count the number of times you're
[7:05] changing your shot during the first 30
[7:07] seconds aim to get an average short
[7:10] length duration to somewhere around 2
[7:13] seconds or less number two check what
[7:15] percentage of your shots are actually
[7:17] you talking to the camera directly try
[7:20] to have your face in less than 20% of
[7:22] the shots in the first 30 seconds on
[7:24] that note I would like to know how many
[7:26] shots on average do you have in the
[7:27] first 30 seconds of your video you can
[7:29] put that number in the comment section
[7:31] now if you were able to retain your
[7:33] viewer within the first 30 seconds of
[7:35] the video you have won half the battle
[7:38] as the probability of viewers dropping
[7:39] off from this point on declines
[7:41] significantly thanks to a psychological
[7:44] concept called the sunk cost fallacy
[7:47] where in the context of the viewer the
[7:49] longer they have watched the video for
[7:51] the more resistance they feel in
[7:53] dropping off from the video mainly
[7:55] because the time that they have invested
[7:56] in watching the video till that point
[7:59] and and with that we jump to the main
[8:01] doubt that viewers have is there
[8:03] anything else left to watch in this
[8:04] video this is way I noticed the genius
[8:06] Creator is doing something very
[8:08] different versus the other creators the
[8:10] first thing that the top creators do
[8:12] very deliberately is breaking sensory
[8:14] monotony using various pattern
[8:16] interrupts and there's a wide range of
[8:18] tools to choose from the most common one
[8:21] is to change the background in this
[8:23] video you will notice how vanisa Lao
[8:25] breaks the visual monotony by simply
[8:27] changing the setting in which she's
[8:28] filming herself the next one is text
[8:31] overlays in this video you will notice
[8:33] how Ali abdal relies on literally a
[8:35] slide to kind of reinforce the concepts
[8:38] that he's talking about the next one is
[8:40] much simpler to execute it's just about
[8:42] switching between different camera
[8:44] angles this is something saman Colin
[8:46] heavily rely on to break the visual
[8:47] monotony for the viewers another
[8:49] commonly used method is by relying on
[8:51] b-roll footage like Cleo does in this
[8:54] video if you notice in this video she's
[8:56] just not talking about the concept but
[8:58] also visually displaying what the
[9:01] concept really is about do you know
[9:03] where else do we see this in
[9:04] action Hollywood as per research by
[9:08] psychologist at Cornell University the
[9:10] average short length of English movies
[9:12] in the last 8 years has declined from 12
[9:14] seconds all the way down to 2.5 seconds
[9:17] today the only purpose of doing this is
[9:19] to hold the attention of the viewers
[9:21] much better to action this you can do it
[9:23] in Two Steps step one Beyond The
[9:25] 30second Mark take a look at your edit
[9:28] overall make sure sure there's something
[9:30] changing every 5 to 10 seconds step two
[9:33] ask one of your friends to watch the
[9:35] rough edit of your video see where
[9:37] exactly do they lose their focus in the
[9:39] video and check if a pattern interrupt
[9:42] may be the solution for it or even if
[9:45] you are required to trim down the video
[9:46] from that particular segment that may be
[9:49] the next step next going back to solving
[9:51] for the same doubt is there anything
[9:53] more that I need to watch in this video
[9:55] the second tactic that these stop
[9:56] creators use is that they augment the
[9:58] main story with a suppot here's what Mr
[10:01] Beast has to say on this it's very hard
[10:04] with a single storyline if you're doing
[10:06] like a double digit minute video to just
[10:07] have that one thing grip their entire
[10:10] attention throughout the whole video and
[10:12] pay off at the end um so typically if
[10:14] you're doing a longer video you should
[10:15] introduce like a Side Story and like re
[10:18] you should have some plan halfway
[10:19] through like to re-engage them so they
[10:21] don't just get bored you know what I
[10:22] mean like and let's see how Mr Beast
[10:24] implements this in his own videos I tied
[10:27] up an FBI agent if he steals this
[10:29] $100,000 from me before midnight he
[10:31] keeps it so that's the main concept of
[10:33] the video the subplot of the video is
[10:36] now there's a giant telephone pole
[10:38] blocking the exit we're now at the Hedge
[10:39] base and I got the $100,000 we're
[10:41] heading to Walmart where I'm going to
[10:42] try to blend in with normal people
[10:44] there's a pickax back here and while
[10:46] they're inside searching for me you need
[10:47] to pop all the tires on their car to
[10:49] strand them and you were thinking this
[10:50] would not apply to an explainer video
[10:52] take a look at this one in this video
[10:54] Cleo's main story line is the tool I'm
[10:57] using isn't going to go find pictures on
[10:59] line and then collage them together it's
[11:01] going to create a brand new image you've
[11:03] probably heard of this thing it's a form
[11:05] of artificial intelligence called do do
[11:08] it's called do 2 image generating
[11:11] artificial intelligence and a upla is we
[11:14] set up a little competition I think we
[11:16] should try and do a city skyline without
[11:21] AI first and then we should do like the
[11:24] AI version the absolute best
[11:26] storytellers make their stories engaging
[11:28] by having a sub plot within their base
[11:30] plot as a Creator during the concept
[11:32] phase think about what can be a subplot
[11:35] that can help you drive the main story
[11:37] line for each genre the execution of
[11:40] this concept may look different but that
[11:41] is when you need to look at how are the
[11:43] top creators in your Niche implementing
[11:45] this concept and it may give you some
[11:47] ideas if you like the video so far hit
[11:49] the like And subscribe button because I
[11:50] plan on making more such videos and I
[11:52] want you to be the first one to know
[11:53] about it feel free to use this graphic
[11:55] when you're planning for your next video
[11:57] you can download it from the link in the
[11:59] description for absolutely free until
[12:01] then see you in the next video