If you have worked with video content on your social channels for a while now, you have probably noticed the retention curve. It’s a way to measure how long your viewers watch your video and it’s the best way to measure how ‘good’ your video is.
On Facebook it can look like this:
Looking at the retention curve is a great first step to take when you want to know how to create successful videos. Or rather, how to write video scripts that really click with your audience. But how should you interpret your retention curve? And what can you do to deal with the problems that occur?
You’ll find answers to those questions in Storykit now, using our newly launched function: slide intentions. In a chat with Storykit’s VP Product, Fredrik Strömberg, we learned how this will help us to create much better videos.
So, Fredrik. What exactly is slide intentions?
– Helping our users to share their stories in new, more efficient ways, has always been one of our main purposes. With slide intentions we give the users the possibility to use data to create better video content.
When it comes to social videos, the manuscript is the most important part, but we haven’t had access to reliable guidelines regarding how we should write those manuscripts.
– Manuscript writers haven’t had a data structure to rely on, but since your video in Storykit is created in a modular way, you can insert data onto each slide. Thanks to this, you can suddenly become much more accurate and clear about your manuscript, and that leads to a more useful retention curve that is much easier to interpret.
The magic happens!
When you create your video in Storykit you can insert data, or ‘slide intentions’, on every single slide. The report will show you a clear picture of how your dramaturgical choices are connected with the retention curve. And that is when the magic happens.
– Now you can start noticing things like ‘Oh, we always lose viewers when we add our Call To Action’, or ‘Our viewers seem to move on when we talk about our product’. And then you can start thinking ‘Hmmm, what would happen if I did this instead?’
In this manner you can improve the video, but also quickly develop your skills as a manuscript writer.
– To ‘get better’ is a lot about daring to try out new things and open your mind to the fact that your manuscript and video can get better if you do it in a different way. And this is extremely simple to do in Storykit, where you can duplicate your storyboard, move some slides around, and then render a new video.
But… does the data actually work?
– 100% yes. But do you always know how to interpret your data or what actions to take? That’s not as obvious, and that’s why we are launching slide intentions; so that you can understand how your video is received by your viewers, and then take action based on that information.