4 Ways Adjusting Your Script Can Boost Audience Retention on YouTube
Want to create more engaging content on YouTube? It’s not just about having great visuals and good editing anymore (even if those things ARE important).
Audience retention is a key factor in YouTube's algorithm. The longer people watch your videos, the more likely the algo will recommend the videos to other people. More views and engagement on your videos can lead to one very important thing…conversions for your offers — so you need to keep people engaged!
If your numbers aren’t where you want them to be, I have a hunch it may be your script.
But don’t sweat it! In this post, we’ll look at four easy ways to tweak your script to boost audience retention on YouTube. Whether you've been on YouTube for a hot minute, or are just getting started, these tips will help you keep viewers hooked!
Script adjustment #1: Make your hook more engaging
One of the biggest reasons you may have low audience retention is that you don’t have a good hook. You only have about eight seconds to grab your viewer’s attention, and you HAVE to make it count to keep them watching!
For example, let’s say you’re making a video on how to book a speaking engagement. If you just say, “I’m going to show you how to book your first speaking engagement.” Well, that’s a little boring, don’t you think?
Let’s elevate this. Instead, try saying, “Do you want to book your first speaking engagement? I'll show you seven things you need to do first to ensure you get something on the books!”
You can even take it a step further and say, “I’ve helped over 150 clients book their first speaking engagement. Here, I'll share the ONE THING that actually sealed the speaking deal for them, plus a few other insider secrets to make sure you book that first speaking engagement.”
Which one sounds more exciting to watch?
Just a few tweaks to the hook (and yes, sometimes making it longer) can make a big difference in audience retention.
Script adjustment #2: Smoother transitions between the intro and body
You can’t just start with a strong hook and then fall off with the rest of your content. You need to create a smooth transition into the body of your content. Tease what you’re going to talk about and bring up compelling touchpoints — basically, you want to grab their attention with a strong hook, then KEEP it with a smooth transition.
To do this, I like to write out my thoughts and then plan what I want to say. Sometimes, this is a word-for-word sentence; others, it’s just bullet points. But the key is to craft that script in a way that keeps your audience hooked until you get into the meat and potatoes of your content.
Give them enough to keep their mouths watering!
Script adjustment #3: Make your outros less obvious
This is where you need to focus on landing the plane. You had a great flight (I mean, video), but if the landing is bumpy, everyone will forget about the good stuff and just focus on the bouncing around in their seats they did as the plane got on the landing strip.
Your video NEEDS a strong outro to stick the landing. An abrupt ending will throw your audience off.
Also, signaling too early that the video is over will just give them a reason to stop watching. And why wouldn’t they? They think the video is over! But this isn’t the time to add CTAs (we’ll talk about that in the next section!). This is a transition to the end of the video. You summarize, wrap it up, and drive home the points you made in the video.
Script adjustment #4: Include CTAs (but not too many!)
When it comes to calls to action (CTAs), I recommend only using one or two per video. Otherwise, your viewers will be confused about what action to take next.
I usually tell my YouTube coaching clients to use an engaging call to action for the first one (like the video or leave a comment) and then one to convert (directing them to your lead magnet, webinar, booking a call, etc.).
As I look over my video script, I try to find a natural spot to drop it in, which makes MORE of an impact because it feels less salesy. It follows the natural flow of the video and feels more enticing to the people watching.
Why can’t you include this at the beginning? Because at that point, you’ve yet to prove yourself! You don’t want to turn the viewer off from watching, so save your conversion CTA to the end when you know that people are primed to receive information about your offer, product, event, etc.
Turn these tips into a script that boosts audience retention!
Want an example of how I write my scripts? Check out the video below, where I break down my exact process from beginning to end and give a few more pointers on how to nail the delivery.
If you decide to try out my process for scripts, drop a comment on the video and let me know how it went!
