“Our content needs to go viral! We need a minimum of one million views for our video to be a hit!”
No doubt, you hear this almost regularly if you are a part of a company’s marketing department. It is an issue of conversation in your marketing conferences or even a chief purpose of your current digital strategy. Measuring quantity via the amount of views is commonly considered as the key metric of success for video marketing.
However, there’s something extra to content than just a million views!!!
What’s nasty with Prioritizing views as a successful Metric?
Well, it may be the case that your aim is to only spread your product awareness among many, but probably there is a much more particular business problem that your content is attempting to resolve. It may be to promote more about your product or it may be to reach out your brand to a set of new audience or may be to recruit extra workforce.
Be clear of what real business aim your content is trying to achieve. Based on this objective, the success of your content material will be easy to measure in the end.
What Counts as a View?
This presents before us the subject of using quantity as a primary success metric. How can brands be mindful of the actual one million views they get? How to describe views with the aid of the platform on which the content has been seeded?
Are there 3-second views watched generally on an auto replay as with facebook? Are there thirty second views for your video ad on YouTube where users are keen on hitting a “skip” even before they watch the entire ad?
Do you even recognize if your views have been exact or viewed by true individuals? On one hand, you have got the scourge of bots and click farms. On the other, systems like fb commonly introduce a visibility problem.
If not Views, how will we still measure Success?
This isn’t to say that the number of views are meaningless and completely unfruitful. But,in case, if no one sees your content material, then what’s the measuring factor you will use?
Suppose you present the audience with two distinct videos on an identical subject matter. You will observe that they usually tend to click the one with a higher number of views, because it seems to be interesting and worth a view. So, while the reach out to audience is vital, it is a metric that you should consider along with other parameters. These parameters might include likes, comments, shares and so on for measuring the success of your content material.
1. Volume: not a real indication of success always
Take into account, what kind of “views” really imply on the platform you’re using.
2. Undertake a multi-metric approach
Take up all the different ways to measure the success of your content material together with customer engagement and motion rates before making a judgment.
3.Learn and adapt from the effects
Keeping your objectives in mind will let you see whether your content material has labored or not. If it hasn’t, then you need to revamp the content you would create in future.