A study just published by Tubemogul indicates that online video has a very short half life. Most views (75%) occur in the first 44 days.
While there is still the potential for a longtail, 25% of the views still remain after the first month, the drop of appears to be exponential.
What does this mean for your viral video campaign (Provided that you have created valuable and compelling content)?
- Create a library. Release 4 or 5 videos at the same time when you are starting your campaign. Most people will see your content in the first 30-45 days. If they enjoy what they see they will look at your other content before deciding whether or not to subscribe. When you only have one video to show, even if it is brilliant, the chances of building a regular audience are slim.
- Build on your video momentum. Release a new video at least once a month, when most people are likely to find your content. This way you are capitalizing on the upswing of interest, building a larger audience with each release.
- Refer back to older episodes if they are relevant to increase viewership of those earlier pieces. You won't see a huge peak in viewership of non-evergreen content, but every view increases the possibility of developing a new subscriber.
- If you aren't able to create videos on a regular basis, or you miss a release date, put up a short notice informing your audience that new content is coming (and then apologize in the next release for the delay). People appreciate the honesty, and this lets them know that you aren't a flake.
If you have anything to add to the list, feel free to leave a comment.