Increasing numbers of people are digesting video content more than any other medium. The way we are exposed to and engage with visual content has changed dramatically. We are no longer captive audiences with limited traditional options of engaging, such as five terrestrial TV channels, a monthly trip to the local cinema or the daily newspaper. Our lives are digital and we are engaged in every element of our digital lives.
In the last few years we have witnessed a dramatic increase in the awareness and effect of sharing video content via digital distribution platforms from our clients. Brands and marketers are reaching out and exploring non-traditional marketing methods and distribution channels more than ever, all endeavouring to establish ultimate organic brand awareness and success. They are pursuing maximum exposure, maximum awareness, maximum effect and maximum conversion, all for less financial cost, to ultimately maximise their bottom line.
Digital audiences spend an average of 1 hour, 16 minutes each day watching video on digital devices. 78% of people watch online videos every week, 55% watch every day.
So we know that online video content is the most valuable and effective way to reach, engage and convert your audience. How, though, should we look at measuring the success of this?
What does success look like?
Virality? Large unique view numbers? Going beyond view counts (a typical vanity metric), it is important to first ask and understand what the aim of your content is and what is the measure of its success. I believe we are restricted when it comes to understanding the potential value of the success of a piece of content, because of the metric limitations that exist in reviewing content engagement. We have been forced to perceive top line success of video content as how many people have watched it because our distribution platforms are limited to these metrics, but what have we learnt about our audience and brand through knowing only this?
I’m not saying that your aim for success cannot be to have millions of people watch your content, but if we decide to place our value of success in learning and away from vanity, we can move further towards developing better content and connecting closer with our audiences.
“Content without purpose has no story.”
We always ask our clients before anything else: why? Why are we making this piece of content? Why will it engage the audience you want it to? Why will it portray your brand in the way you want? This is to ignite thinking about how the creative approach and distribution strategy will best serve the audience the content is intended for and your business objectives at the same time. Are we adding value to our business? Are we adding value for our audience? Will the content have purpose?
Once purpose is established, it will act as the foundation for a brand’s narrative and an infinite source of inspiration for storytelling across all audiences and channels. Every interaction becomes an opportunity to tell the brand’s story. This is also vital as brands seek to optimise their awareness and feed social platforms with new and relevant content.
Agencies tend to talk about all different types of data: analytics, dwell time, completion time, shares. At Clearhead we aim to stay focused on the problems you’re trying to solve and the purpose you have established, and to keep questioning, analyzing, testing and learning from mistakes of the past. Then do it again and again.
Here are some final thoughts on the above. Metrics should reflect what your brand cares about, and that will change from brand to brand, but also between individual campaigns. The way you measure success should always be changing. Dream up new ways to understand and learn from data. As we continue to search for new ways to measure success, focus on purpose.
Remember, content without purpose has no story.
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