Follow up: Engage your audience by being interactive

Last month I wrote a blog post about engaging your audience with an interactive video quiz.  I promised to follow up with statistics, so here they are.

If you missed that post, in short, I created a 10 question video quiz that was advertised to our prospective seniors and applicants.  If a student made it to the end, they were instructed to visit our Admission’s Blog and leave their name and email address, this entered them into a contest to win some SMC gear.  The contest ran for the month of December.

Stats

Over 1000 people viewed the intro video to the Holiday Quiz.
– 26.9% of participants made it through all 10 videos.
– 12.4% of participants entered their name into the contest.

45.9% of participants who made it to the final video entered their name into the contest.

The average number of views per question = 285.6 (with the intro video removed from the calculation)

Analysis

The question was raised, “Are 10 videos too many?”  I was pleasantly surprised to see that a quarter of our participants finished the quiz, but should I assume that only 12.4% of our viewers were in the target market?  It would be naive to not realize that some prospect students only made it part way.

Using YouTube Insights I can see further into the demographics.  Looking at the intro video, 40% of the viewers were in the 13-17 age range.  This is excellent, but also indicates to me that for the majority of prospective students 10 questions was too many.

Our decision to go with 10 was based on the staff and questions we wanted featured.  I think next year I will cut it down to 5, see what the stats say, and compare to this year’s results.

Either way, this project was well worth my time.  124 students entered the contest in hopes to win swag.  In the process, they were educated about the college, introduced to our Admission team, and it was fun.  In fact, some of Saint Michael’s Admission Counselors heard from students (in person, on the phone, or even in their college application) that they thought the quiz was “cool.”

I think it would be interesting to cross check those 124 submissions with the future Class of 2015 to determine what percentage of participants actually enrolled.  Look for another follow up in May…

(Video view counts were recorded at 3:30pm on 1/11/11)
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About Mallory Wood

Mallory Wood is a Vermont-based higher ed marketing professional with a passion for social media, web video, and event production. View all posts by Mallory Wood

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