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Preliminary Video Analysis�2019-2022

By Mariya Mubeen

DCD Performance Measurement

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Health Canada official signature and Canada Wordmark

Health Canada official signature and Canada Wordmark

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Agenda

  • Platform Overview
    • Twitter
    • Facebook
    • Website
    • Youtube
  • Case Study
    • Minister Bennett and YouTube
    • Minister Duclos and Twitter
  • Further research

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Platform Overview (2019-22 videos)

  • Videos published on Canada.ca do not get many organic views
  • Videos published on social media have low 50% watch-through rates, and very low 75% watch-through rates
  • Videos watched on YouTube are predominantly via paid advertising

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Platform

Approx# of videos

AVG. Video Plays

AVG. 50% Completion Rate

AVG. 75+% Completion Rate

Website

1,200

532

27%

23%

YouTube Organic

1,000

129,691

N/A

62%

Facebook

600

30,908

15%

13%

Twitter

350

5,811

36%

7%

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Platform Overview (2019-22 videos)

  • Most video views drop off before halfway through
  • People rarely watch to the end, irrespective of platform.

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Twitter Overview

  • Videos posted to GovCan Health and the CPHO Twitter account were viewed almost 6,000 times on average
  • 70% of videos viewed on Twitter made it to ¼ of the way through
  • Only 7% of video plays were viewed to completion

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Optimal X Video Length

  • Twitter videos need to be short
  • Data suggests15-30 second video length is ideal
  • Less than 10% of most 60+ second videos are viewed to their halfway point

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Peak at 15s

First dip at 30s, then another at 50s

Barely 10% after 65s

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Facebook Overview

  • Videos posted on Facebook averaged almost 31,000 views. The average is skewed by a handful videos that were viewed millions of times
  • 13% of Facebook video plays are viewed to completion. While low, this is twice as often as on Twitter (7%)
  • Approx 25-35% of Facebook videos are viewed at least 30 seconds

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Views

30 Second views

Completion Rate

Average

30,908

8,411

13%

Table 2:

Only 10% watch past 65s

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Website Overview

  • Videos posted to the web are viewed significantly less than on social media
  • Videos posted to the web have similar watch-through rates as other platforms
  • Better platform for longer videos

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*Note videos hosted on YouTube but embedded on Canada.ca are counted in YouTube video stats

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Plays

20% Playthrough Rate

50% Playthrough Rate

80% Playthrough Rate

Average

532

31%

27%

23%

Table 3:

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YouTube Overview

  • 98% of YouTube video views are purchased via advertising
  • Organic YouTube videos still get a significant amount of views, some of which may be influenced by the ad spend
  • Organically viewed videos have longer view time than advertising videos
  • Advertising videos are pre-rolls that must be watched to completion, therefore they have almost 100% watch-through rates

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Traffic Source

Average Percentage Viewed (%)

Views

Average View Duration

YouTube Advertising

95.33%

129,691,467

0:00:20

External

67.64%

921,774

0:00:53

Browse Features

57.60%

551,789

0:00:19

YouTube Search

57.87%

373,639

0:00:40

Total

93.59%

132,200,930

0:00:20

Table 4:

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Talking head Video Case Studies

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Minister Bennett YouTube Video Completion Rates

  • Average represents the average percentage of all YouTube videos viewed in the 2021-2022 Fiscal year.

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Short Title

Avg view duration (s)

Avg percentage viewed

Views

Average

38

63%

41623

World Mental Health day

36

25%

192

Mental Illness Awareness Week

40

31%

207

Mental Health Literacy

73

23%

128

Pink Shirt Day

43

30%

205

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Minister Duclos Twitter Video Completion Rates

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Video Title

Duration (s)

Video Completion

HIV

29

3.10%

National Nurse Day

99

1.20%

International Women's day

86

1.70%

Heart Disease

125

1.30%

Climate Change

76

2.40%

Cancer

98

1.60%

COVID-19

107

1.00%

Alzheimer's Awareness

137

0.90%

HIV #2

84

1.10%

Diabetes Day

79

1.20%

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Areas for further investigation

  • Revisit analysis with data from 2023 & 2024
  • Analyse Twitter data after it’s change to X.
  • Further analyze video views and watch-through rates to find optimal combinations of:
    • Platform
    • Topic/file
    • Video characteristics (ie animation, talking head)
    • Video length
  • ROI analysis

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Appendix A

Type

Video Length

Views

25% Completion Rate

50% Completion Rate

100% Completion Rate

Average

0:44

4,050.28

62%

32%

8.68%

Top Video 1

2:15

120,569

14%

8%

2.80%

Top Video 2

0:52

82,323

36%

14%

3.60%

Top Video 3

0:35

78,492

47%

20%

3.10%

Table 5:

Year

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Platform

Completion Rate

Views

2019-21

2021-22

2019-21

2021-22

Twitter

9%

16%

4,050

4,392

Facebook

13%

7%

30,795

20,231

Youtube

24%

24%

92,843

41,623

Website

23%

26%

533

422

Table 6:

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Appendix B: Platform Data Comparison with Recent and Older Data

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Appendix C: Talking Head Video YouTube Retention Rate

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Minister Bennett on World Mental Health Day

Minister Bennett wraps up Mental Illness Awareness Week

Minister Bennett and Senator Kutcher on Mental Health Literacy

Ministers Bennett and Duclos share message for Pink Shirt Day

*This video has no typical retention because there aren’t many videos of a comparable length on the Healthy Canadians channel