The Challenge
Image Above: This line chart reflects 2 videos on my channel. The left video (Link to Any Section on Divi) has an average view duration of 2:41 minutes vs the right video (Best WordPress Plugins 2016) with only 44 seconds. Watch the videos to see the difference in presentation and style.
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Improved Viewer Retention
The Theories & Solution
Here’s how I improved my YouTube content strategy, incorporating several theories and methods to engage my audience and boost their viewing time:
Cognitive Load Theory: I learned to bring the solution forward in the first 3-5 seconds to reduce cognitive overload, giving viewers the most important information up front. When editing the video in post-production, I zoom in on the screen to focus their attention on key details, making it easier for my audience to follow along without distractions.
Multimodal Learning Theory: I use multiple modes of communication, including visual elements like zooming in on my code, music to keep the energy up, and lower-thirds to reinforce key points. I also decide when to appear on screen or stay off-screen to add variety and keep the content dynamic.
User-Centered Design (UCD): I tailor my content based on what I know about my audience’s behavior, especially their low retention. By quickly mentioning WordPress or Divi, by zooming in during important coding moments and by only providing relevant context, I ensure the content is clear, engaging, and meeting their expectations.
Rhetorical Theory: I carefully choose how and when to present different aspects of the content, like appearing on screen at key moments or using engaging thumbnails and music, to persuade and keep my audience invested in the lesson.
Accessibility: I ensure that all of my videos are closed captioned, allowing them to be “read” by viewers or translated into different languages. This not only helps individuals with hearing impairments but also makes my content more accessible to non-native speakers or those who prefer reading over listening. By focusing on accessibility, I make sure my content is inclusive and can reach a broader, more diverse audience.
