Website readers are less interested in video content than you think, or rather, they interact with video for less time than they do with other types of content. This is what emerges from a research, taken from Nieman Lab, by Parse.ly, a web analysis company, which examined the performance of different types of posts – textual, with video, or with slides – from 700 sites and referred to by Primacomunicazione online.
The report shows that users interact with video content 30% less time, compared to what they did with other posts. Starting with those with texts longer than 1000 words that get almost double the attention than the average, undoubtedly representing a good source of traffic.
“After all, NiemanLab recalls, other studies have suggested that the creation of video news exceeds the actual demand of consumers, reiterating how it has been pushed above all by publishers and tech platforms. From some considerations made on the measurements of the data of 30 news sites - American, English, German and Italian - of the Reuters Institute for the Study of Journalism - it appears in fact that only 2,5% of the time is spent on the pages of the sites dedicated to video, while the remaining 97.5% is left to textual content”.
In short - notes Primacomunicazione online - not exactly good news for those of the publishers who have focused above all on clips to gain audiences on social media and attract advertising investors.
