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What's the best way to test video formats and features for your audience?

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If you're a video producer, you know how important it is to create engaging and effective content for your audience. But how do you know which video formats and features work best for your goals and viewers? In this article, we'll show you how to test different aspects of your video production, such as length, style, format, captions, thumbnails, and calls to action, using simple and reliable methods.

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Dalton Danks

LinkedIn Video | Helping B2B Coaches & Consultants make videos that build thought leadership and generate leads in less…
Virginia Chachati MPharm

Pharmacist Virginia - YouTube health video creator - Medical copywriter - Founder of Write Clinic, Medical Writer…
Fergus Dyer-Smith

Building AI Workforces // Founder / CEO ?? // Surfer ??♂?

1 Why test your videos?

Testing your videos is a way to measure how your audience responds to your content and how you can improve it. By testing different variables, you can learn what attracts, retains, and converts your viewers, and what drives them away. Testing your videos can help you optimize your video production process, increase your reach and engagement, and achieve your desired outcomes.

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Dalton Danks

LinkedIn Video | Helping B2B Coaches & Consultants make videos that build thought leadership and generate leads in less than 2 hours a month | Ask me about “Done For You Video”
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Things change fast online. Oftentimes, what was a "best practice" is no longer relevant by the time you get the memo. Testing your videos will allow you to gradually find what's optimal for your content, your audience, and your goals (emphasis on "your"). When you take a personalized approach, you increase the chances that your content will stand out from others' and achieve the benchmarks you desire.

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Virginia Chachati MPharm

Pharmacist Virginia - YouTube health video creator - Medical copywriter - Founder of Write Clinic, Medical Writer Magazine, IMWA, Virginia's Video School. NHS.uk evidence checker. WHO Fides.
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Testing your videos helps you quickly find out what works, and what doesn't. Your audience is unique, and you want them to trust you and keep coming back to watch your videos. By listening to their needs and tailoring your videos, you will build a stronger relationship with them. Ultimately, you want a community that will give you feedback, and regularly shares your content so your presence grows organically. By testing my videos, I have learnt to speak more slowly, improve the audio, make subtitles big and easy to read, and more. You need feedback to know you are serving your audience and giving them what they want to keep them happy. This will motivate you to keep going, and learn and grow to become an even better video creator.

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2 How to choose what to test?

Before you start testing your videos, it's essential to have a clear understanding of what you're trying to achieve and how you'll measure it. Do you want to boost views, watch time, retention, click-through rate, subscriptions, comments, likes, shares, leads, or sales? Depending on your objective, you should select an appropriate metric and tool for tracking it - such as YouTube Analytics, Google Analytics, or a third-party platform. Additionally, decide which elements of your video production you want to test. You can experiment with almost anything but some common factors are length - how long should your videos be to keep viewers engaged and convey the message? - style - such as storytelling, tutorial, interview, documentary, animation or live stream? - format - intro, hook, main content and outro? - captions - adding subtitles, transcriptions or annotations? - thumbnails - designing them to grab attention and communicate the value proposition? - calls to action - encouraging viewers to take action like subscribing or buying a product?

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3 How to design your test?

Once you have chosen what to test and how to measure it, you need to design your test in a way that minimizes bias and maximizes validity. A/B testing is a common and effective method for this, which involves comparing two versions of your video element (A and B) to see which one performs better. To run an A/B test, you must create two versions of your video element with only one difference between them, such as the length. Then, split your audience into two random and equal groups and show each group one version of your video element. After collecting and analyzing your data, you can choose the winner and apply it to your video production. For example, if the short version has a higher retention rate than the long version, you can use the short version as your standard length.

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4 How to interpret your results?

Once you have run your test, you must interpret the results and draw conclusions. To do this, you should take into account statistical significance, practical significance, and context. A statistical significance calculator can help you determine the confidence that the difference between your versions is not due to chance or random variation. Additionally, a practical significance calculator can help you understand the meaning and relevance of the difference between your versions for your goal and audience. Lastly, your own knowledge and experience can help you consider how the test fits into your overall video production strategy and market situation. After considering these factors, you can decide whether to accept or reject your hypothesis, and whether to implement or discard your change.

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Virginia Chachati MPharm

Pharmacist Virginia - YouTube health video creator - Medical copywriter - Founder of Write Clinic, Medical Writer Magazine, IMWA, Virginia's Video School. NHS.uk evidence checker. WHO Fides.
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With YouTube analytics, you can see your audience retention graph for each video you publish. Go to the point on the graph where retention dropped, and figure out why that happened. In your next video, try something different to see if you can improve the retention time. You can also view your click-through rate (CTR) for each video. Look at videos which have high click-through rates (normally a percentage). Then replicate the structure for the title of the video and the thumbnail style. The more videos you publish, the more data you will have to analyse and the faster you will get better at making videos that are high-performing.

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5 How to test continuously?

Testing your videos is an ongoing process of learning and improving. As your audience, content, and goals change, you must keep testing new video formats and features to meet your viewers' expectations. To do this, you should repeat tests regularly to verify results and monitor performance. Additionally, you should test multiple elements simultaneously or sequentially to optimize videos holistically. Testing new ideas and innovations can help explore new opportunities and challenges. By testing videos consistently, you can create more engaging content for your audience and reach your video production goals.

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Fergus Dyer-Smith

Building AI Workforces // Founder / CEO ?? // Surfer ??♂?
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Integrate a dynamic video analytics platform that supports real-time data and multi-metric analysis. This allows you to conduct multi-variable tests, beyond just A/B, to get a 360-degree view of performance metrics, such as watch time, clicks, viewer drop-off rates and formats. Some now use AI to take a deeper look at features for your audience such as story make up and language complexity. Counterintuitively, sometimes “bad” metrics like high drop-off rates can be gold mines of insights. For example, a high drop-off at a specific time stamp could indicate a confusing or irrelevant segment, giving you a targeted area for improvement.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What's the best way to test video formats and features for your audience?

1

2

3

4

5

6

1 Why test your videos?

2 How to choose what to test?

3 How to design your test?

4 How to interpret your results?

5 How to test continuously?

6 Here’s what else to consider

Video Production

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What's the best way to test video formats and features for your audience?

1

2

3

4

5

6

1 Why test your videos?

2 How to choose what to test?

3 How to design your test?

4 How to interpret your results?

5 How to test continuously?

6 Here’s what else to consider

Video Production

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