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If you produce video content - and especially if you produce video content for the web - the engagement of your audience is normally parallel to the intended goal of the video. In short, engaging content is successful content.

If you manage to keep viewers interested you'll be able to better leverage their attention - imparting your message more effectively, or encouraging more interaction from the viewer (such as provoking a subscription) . One of the keys to making such engaging videos is having an understanding of what can be referred to as 'information density'.

What is Information Density?

Video consists of two discrete streams: the visuals and the audio are the two essential means of delivering information via video. When we talk about 'information density', we refer to the rate of information imparted over the audio and visuals.

A high density would be characterised by fast-paced, rapidly changing imagery, with a similarly paced audio track - fast narration, or a noisy scene with a lot of background noise. Extreme informaiton density leads to a sensory overload, but there is a continuum.

On the opposite scale, video with longer periods of no action or sound could be said to be areas of low-density: dead air, blank screens and unexpected pauses.

The above are the two extremes, and in the middle you will find the perfect balance. Density should not be static, however - it's best to change pace to lend some degree of structure - a brief break between sections can really help to break up an otherwise lengthy video.

Moderating Video Density

So, how can we best manage the density of our video productions? The key to pacing is to keep your intensity of content and information at a moderate level - one suitable for your intended audience. Try to cram too much into a timeslot, and you'll have too much to take in for your viewers. Too little content will leave them bored.

Watching the content you create back is key to getting pacing right. Over time you'll get a feel for when your pacing is just right, and when you need to slow things down, or remove excessive pauses. By watching your content in the same way a viewer might, making notes, you'll be able to identify areas that need some tightening up.

It's good to break up a video with some changes in pace, however - it's OK to have brief segments of high intensity, and if done right can snare a viewer's interest for the remainder of the video. Keep a quick pace for too long and your viewers will become fatigued and lost interest - so it's a question of balance.

The beginning of your video production is where you'll lose a lot of viewers if you're not careful. While you want to have a few seconds quiet run-in before you start on your main content, do not expect viewers to sit through more than 30 seconds of introduction, logos, titles - they simply will not.

You need to cut to the chase as soon as possible to 'hook-in' viewers before they lose interest. You need be running with your main content within 10-15 seconds of the user pressing play, or you are losing viewers right at the start.

Don't be afraid to drop the pace once you've got going, however - assuming you've snared the viewer's interest it's OK to pause for breath between sections. If you have a long stretch of voice-over, section breaks will help keep the viewer engaged and ensure what you are saying isn't lost.

The ending is key to encouraging user participation - assuming a viewer makes it that far. It's good to have a solid sign off - invite viewers to subscribe, or tell them where to find more of your content, or how best to contact you. The outro is a good place to put any credits, and it's prudent to have a little quiet run-off after the sign-off to ensure no content is clipped off the end.

Net Result = Engagement

If you get the pacing of a video just right, you will reap the dividends of greater engagement, and ultimately will discover more success with your video productions.

Remember to watch your own video work as though you are the viewer - if you find yourself getting bored, overwhelmed, or confused, your pacing may be at fault. Thankfully pacing issues can normally be fixed relatively simply with a quick edit.

There's more to video content than just the pacing, of course - perfect pace will not correct for poor production quality, or writing - but it's a key component to producing engaging content and one thing I see being done wrong time and time again.

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