Wistia’s Post

Transcript

Previously on State of Video Live. Let's go to our business intelligence reporter, Chris Bertrand for more. Chris, where should folks be putting their annotation links, CTAs, and lead capture forms? Is it at the beginning, middle, or end of those videos? Well, Taylor and Sam, it's a bit of a mix out there. There are certain areas where things are really heating up this year and other parts where we're looking at a cold front. So you're saying it's not just always putting your forums and CTAs in the same place for the best performance? That's right. If we take a look at this chart, you can see here in blue that most businesses are putting their email capture forms and CTAs at the beginning of their videos. But in reality, particularly for short form videos under five minutes, I'm forecasting that most viewers are more inclined to take an action later in your video. And for this year, we're seeing the highest conversion rates happen actually at the end of these short videos with conversion rates ranging all the way from nine to twelve percent. This is a huge jump in conversion from the beginning of the video. Look at one to three minute videos. It's a measly two percent conversion rate at the beginning of the video, but twelve percent at the end. Clear skies for the end of the video for short form, and it's gonna stay that way for a while. Over five minutes, the story changes a bit. For videos between five and sixty minutes, most folks are right to put their interactive elements at the beginning of the video with conversion rates climbing up for these longer form videos at twenty to twenty four percent. And then for long form videos, over an hour, audiences are staying engaged really to the end and are converting better at the end of their videos. So it's really split between short form and longer videos? Absolutely. For videos under five minutes and for videos over an hour, if you're gonna be using interactive elements like CTAs and lead capture forms, I'd put them towards the end of the video. Otherwise, it could be a rainy day. If your video is over five minutes, but under an hour, go ahead and keep those elements right up front for your viewers. And that's the forecast. Taylor and Sam.