What is Your Audience Retention For Your Attorney Video ?

Screen shot 2013-01-19 at 5.48.47 PMHow long do your viewers stay to watch your attorney video?

Are you guessing? Come on…admit you don’t know.

It’s ok.

The only way to know how long they’re watching is if you look at your analytics. YouTube now has an analytic metric that tracks how long a viewer has watched your video. That’s pretty useful.

Then again, it’s not. 

It’s important for you to know what is working and what is not. However, you have to be able to interpret your analytics and metrics. If you don’t understand the significance of this data, you will reach the wrong conclusions and take the wrong action.

Let’s go through this metric and then I’m going to share with you why it’s meaningless.

The audience retention metric that YouTube tracks shows how long a viewer has watched. It also gives you an average length of time and it shows you where they drop-off. This is useful for analyzing your content to see at what point the viewer no longer decided to continue watching.

However, the next important question is “What are you going to do about it?”

If you look at the graph above, that represents viewer retention for one of my videos that has over 53,000 views. It shows a good audience retention. Not all of my videos have such a good metric. On the other hand, many of them have better audience retention than what you see in this graph.

The problem is that most attorneys do not have a way to create fresh new video content to put online.

Most attorneys create attorney video as one-shot deals. They expect those videos to work for them forever, which they will. However, if viewers are not watching till the end, what is the attorney going to do to fix the problem?

Most attorneys will do nothing.

They will not have the ability to create new video. They will find it a chore.

That’s why I say that your audience retention metric is useless unless you actively change what is not working.

That is the only time this metric is going to help you create a plan of action and improve your attorney videos.

Yet there’s still one problem. Just identifying that your viewers have dropped off after a certain point watching your attorney video does not tell the whole story about why they left your video.

Even watching your video 20 times in a row may not tell you the full story about why they dropped off. You will need to analyze your video much further to get the answer to that question.

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Gerry is really a master of Internet marketing and an authority on effective lawyer video marketing. I highly recommend Gerry if you’re interested in custom law firm video to successfully build your practice.

Debra Feinberg
Get New York Lawyers