#AskFalkon - Your Video Guide to Digital and Marketing

#AskFalkon – Your Video Guide to Digital and Marketing

By Falkon Digital on January 29, 2018


What is #AskFalkon?

We’re always looking for ways we can add value for our clients, but also for ways we can give a little back to the digital community. We do our utmost to keep our collective fingers on the pulse of the industry and take great pride in keeping our knowledge up to date.

We also relish a challenge, so with that in mind, we’d like to share our views and our knowledge with our digital friends and the world in general, in a series of short, simple, off the cuff videos as the Falkon team respond to questions asked.

Do you have a burning question you need answered? Just #AskFalkon


#AskFalkon – Tips for Improving your YouTube video watchtime

In the video above, Managing Director Luke discusses the thorny issue of improving your YouTube video watchtime following changes to YouTube’s terms and conditions.

Recent changes by YouTube regarding the monetisation of channels means that about 4000 hours of watchtime over a year and minimum of 1000 subscribers – equivalent to 20,000 minutes per month are required to qualify.

You may be hitting that minimum target for watchtime already, but even if you aren’t, YouTube regards watchtime as the most important factor in establishing the quality of your content. Unsurprisingly, the best way to increase the watchtime on your videos is to improve the quality of your output!

If you’re getting the same results you always get, chances are that you’re doing the same things you’ve always done. To break out of this holding pattern, therefore, you’ll need to review your content, look for things you could do differently or do to improve and strive to make each video better in some way than the last.


Tactics, techniques and tips for your next video

Pick up the pace

It’s been indicated that faster-paced videos delivered by energetic people with engaging personalities perform better. Look back at your previous content with a critical eye. Could you have been more lively? Would YOU want to listen to you for a few minutes?

Throw yourself to the wolves

While you know what you were trying to say, why you wanted to say it and all the other reasons why you did what you did in the way you did it, if others don’t understand your message, then your reasons aren’t all that relevant. With that being the case, ask your friends, your family and your colleagues to give you some feedback. If you’re not keen on what they say, don’t be tempted to justify your video or explain why they’re wrong, or they may be reluctant to help next time!

If you’re especially brave, put on your thickest skin, submit your video on Reddit and ask for honest feedback. Be prepared to hear things you don’t like and don’t agree with, but if you take any criticism objectively and improve your content accordingly, your skills as a videographer could be the phoenix rising from the ashes of that flaming.

Analyse the analytics

Look at the metrics from your previous videos. If there’s a disproportionate drop off in a particular part of a video, check that part out and try to establish why. Maybe that section was a bit slow, maybe there was a word or turn of phrase you used which caused your viewers to leave, maybe something else. These will give you clues as to the likes and dislikes of your audience and how to avoid turning them off in future.

Educate your audience or solve their problems

Increasingly, people turn to YouTube to learn something they’re interested in or to solve an immediate problem they have at the moment of their search. Content which educates, informs or solves problems, therefore, is often watched from start to finish. If it’s relevant to your channel’s output, have a think about providing a tutorial, a walkthrough,  or a series of screen captures. Such content is likely to be watched avidly, with the added bonus of establishing you as an expert within your field of expertise.

How do you keep your audience in suspense? ……. I’ll tell you later!

There’s a classic tactic known as an ‘Open loop’ which you can use to keep people hooked into your video. Simply put, make a promise at the start of your video that you’ll deliver later. You could promise to share something, solve a problem, tell a secret etc, but that you’ll do so later. What you say between the promise (opening the loop) and the delivery closing the loop) is up to you, but before you fulfil the promise you made, make sure you open another loop by making a second promise just prior to keeping the first.

Human brains are wired for closure, once something has started, there’s a compulsion to see how it ends. Think of any TV series you watch regularly and you’ll have encountered  ‘cliffhangers’ alongside the closure of a story arc. Normally towards the end of an episode or more often at the end of a season. It’s entirely deliberate and makes you more likely to tune in next time to see what happens next. An open loop in action!


How do I #AskFalkon?

If you enjoyed Luke’s video and realised that you’d like to hear his views on video, or hear from the rest of the team on any other matter of digital marketing, web design, photography, video or anything geek, leave your question in the comments section and we’ll pick our favourites to answer in the next #AskFalkon video!