Video Retention Benchmarks

A breakdown of key performance metrics and targets for viral short-form video content, based on insights from a creator with multiple 10M+ view videos.

Key Performance Metrics & Targets

• View vs. Swipe Away Rate

  • Industry average: 70%
  • Good performance: 80%+
  • Excellent performance: 85%+
  • Top creators like MrBeast average around 75%

• Video Retention

  • Target: 95%+ retention rate
  • Depends on video length
  • Measures how much of video viewers watch

• Rewatchability (Third Most Important Metric)

  • Methods to increase rewatchability:
    • Include easter eggs viewers might miss first time
    • Create tutorial-style content that requires multiple views
    • Add plot twists that make viewers want to rewatch with new context
    • Use listicle format that's hard to remember in one viewing

Hook Performance Optimization

• Start with "power words"

  • Free, $0, stole, etc.
  • Avoid weak starts like "This is..." or "I'm..."

• Hook Structure

  • Must include setup, conflict, and resolution preview
  • Should progress the story immediately
  • Needs to foreshadow the video's ending
  • Keep visuals simple with minimal focus points
  • Use high brightness and saturation

Visual Optimization

• First Frame Requirements
  • Clean environment with no distractions
  • High brightness and saturation
  • Limited focus points
  • May require post-production cleanup
  • Sometimes need to recreate/edit backgrounds for clarity

Content Structure

• Must show constant progression
• Include mechanisms to track progress (e.g., countdown, budget tracking)
• Clear path to resolution
• Always deliver on promised payoff
• End with either strong wholesomeness or best funny moment
• Consider adding twist endings for rewatchability