IRIS Insights: Most Video Views of Presidential Debates Are Result of Short Form That Drives Traffic Across All Platforms
Websites that offer video from the Presidential Debates get more views and less bounces if they conform to certain rules that IRIS.TV, a personalized video programming system, observed from videos posted from the first debate. Among them:
- Videos 55 seconds or less generated highest retention
- The average bounce rate was under 48% for videos 90 seconds or less
- Best performing videos ranked top moments, short recap packages on each candidate, and videos that included social media reaction
- Best performing videos included metadata around the debate
- Best performing videos center on entertainment qualities; strongly citing how one of the candidates is superior and the other candidate is unfit for the position
- Best performing videos support Hillary Clinton by highlighting Donald Trump’s embarrassing moments and shortcomings
“Our ‘Best Practices’ for debate coverage video would include: to focus on short form video that will drive traffic across all platforms (desktop, mobile, & social); ensure each video is tagged appropriately for upcoming debates with metadata tagging such as Presidential Debates, Debates, Politics, Election 2016, and Vice Presidential Debates,” says Katherine Miller, Account Executive at IRIS.TV who compiled the data from 15 major sites that have had nearly a billion video views from August 15 to the present, covering the debates. “Videos that declared a ‘winner’ and ‘loser’ of the debate resulted in increased video engagement and user retention on news sites while videos highlighting the candidate’s attacks on each other did well on entertainment sites. Videos that fact checked and refuted statements made by the candidates did well on lifestyle sites.”
IRIS.TV is a cloud-based personalized video programming system that allows publishers and content owners to generate more video views and engage users across all devices. The company’s product suite is designed to increase video consumption and simplify operations for web, mobile, and OTT video distribution. The software integrates with existing video players using artificial intelligence and adaptive machine learning to automate streaming of personalized content based on audience preferences, user interaction, and behavioral segmentation. IRIS.TV has hundreds of customers across the world that rely on the company’s video programming platform to keep their audiences watching.
Based in Los Angeles, IRIS TV’s investors include Sierra Wasatch, BDMI, Progress Ventures and individual backers including Machinima founder Allen DeBevoise, Lions Gate CFO James Barge as well as senior executives with Nielsen and AEG.