A lot of long-form content (video or otherwise) is not consumed by the target audience. While it’s enticing to think that perhaps, it’s the quality of the content that impacted consumption, there’s more to this equation.
It’s about mental bandwidth.
We live in an age where there’s so much content coming at us that the roads leading to our brain are full of bumper-to-bumper traffic.
The challenge for brands is to impress their audience in the short window of time they get before ‘context switching’ happens and the audience has moved on.
The same laws of physics apply whether you’re creating a blog post or a webinar video. While for blogs and articles, we talk in terms of the ‘headline’ and the first few lines of text, and why it’s so important to make these attention grabbing to retain readers. In the context of videos and webinars, similar concepts apply and the first few minutes are crucial to retain audience interest.
You might be producing great content already. In fact, it’s possible that the marginal utility of producing even-higher-quality content is zero.
The problem to focus on might be impressing your audience and helping them consume your content in the shortened time-and-attention window they have.