Viewing Trends Matter
You only have a few moments to get the attention of your target audience. But how long are these "few moments"? It's impossible to say across the board, because user behaviour varies from channel to channel.
To understand viewing trends, we always take a look at the analytics and adjust our creative direction accordingly. The insights gained don't influence the basic messages of the content, but they do affect how they are presented. For example, a dynamic editing pace with some bold on-screen copy may work for an Instagram reel a few seconds long, but on YouTube or LinkedIn, we can take more time and go beyond just an attention-grabbing headline.
For our client Deutsche Bahn and the Stuttgart-Ulm rail project, we post anything from short clips to 30-min documentaries exclusively on YouTube. A look at bounce rates shows us that the first 30 seconds are the most critical for viewer retention. This is where it is decided whether someone stays tuned in or not. This doesn't only come to play in our editing process, but we create shots specifically for these first and decisive seconds of the film during the shoot itself.
So, analytics informs everything we do as it provides an optimal creative framework to tell our stories in a way that matches the viewing habits of the target audience, ensuring our clients' messages reach their target.