Content has evolved, passive viewership is dead. So why do we still use passive metrics to measure the success of our content?
Keep reading to find out more!
New Metrics: Innovative Methods of Measuring Content Success
Basic statistics such as views and likes only scratch the surface of analysing content performance.
Content value is now determined by the depth of viewer engagement, community building, and revenue generation potential.
Metric #1
Depth of Engagement Metrics
Metrics such as watch time and likes do not fully capture the extent of audience engagement.
It’s crucial to look at how your audience advocates your content on social media via sharing, with 92% of consumers believing in recommendations over any form of advertising, it’s crucial your audience is sharing and recommending content.
Metric #2
Community Value Metrics
We’ve known the value of building loyal, active communities for a long time now, viewer’s crave the feeling of belonging to a group of like-minded people who they can discuss their passions with.
With 76% of consumers wishing their favourite brands had a community, content owners would benefit from creating a space fans can connect with one another, share their expertise, and transition casual fans into die-hard supporters.
But how do you measure the success of building a community?
Content Creator Community Value Metrics
Content creators can utilise channel memberships and super chats to gauge the value of your community, however, you cannot use this as a gimmick.
You need to offer a fair value exchange to your audience for their loyalty through exclusive content, and gamification tools such as badges, to showcase they’re the ultimate fan to other community members.
Broadcaster Community Value Metrics
For broadcasters, the metrics for measuring the success of building a community drastically changes as a result of the broadcast offering. With the audience paying for a collection of channels, their subscription doesn’t necessarily translate into positive outcomes for your content.
Instead, broadcasters can create apps for their programmes. Creating a community hub, where loyal fans are rewarded for their dedication. Furthermore, broadcasters can evaluate engagement with each programme, creating more detailed engagement data.
To incentivise your audience you can offer exclusive content, special offers and more, allowing broadcasters to measure their community-building success through app downloads whilst gathering invaluable data.
It’s a win-win!
Metric #3
Revenue Potential Indicators
Although we all share a burning passion for content, the reality is in order for your content production to be effective and sustainable, generating revenue is non-negotiable.
Metrics such as CPM have become outdated, measuring passive viewership, providing unrealistic expectations to your brand partners, which may lead to strained relations, or the partnership coming to a halt completely.
To showcase the revenue-generating potential of your content to partners, you can use innovative metrics that showcase that your advertisements are not just visible, but actionable.
Powerful overlays such as QR codes allows your audience to purchase or complete desired actions without leaving the content.
Through these tools, content owners can measure the engagement of their audience via interaction with external links whilst keeping fans within the content, maximising engagement.
The metrics that built yesterday’s content empires won’t build tomorrow’s.
The creators who understand this aren’t just measuring views or impressions. They’re tracking active engagement, measuring real community value, and providing detailed revenue indicators which showcase consumer intent.
The question isn’t whether to evolve. It’s how fast can you adapt?
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