It really bothers me when I hear people talk about “uniques” in regards to online viewership and the strong emphasis they put on it.
I mean let’s be honest. If 1 Million unique viewers saw your YouTube video, that’s great, but what did they do next?
What I mean is that great viral content becomes that way because someone shares it with a friend, a colleague or a family member. It’s not just a “one-and-done” video that is closed immediately after watching and sends to the video graveyard, but rather a communal piece of comedy, art, entertainment, news, etc.
A couple things to ponder:
- Uniques are often times just sexy numbers with no substance. The real meat and potatoes is in what happens next. What is the conversion on views and subsequent file shares?
- Activate users by giving them reason to share and making it easy for them to do so. Command their loyalty by giving them a reason to come back for more.
Quote of the Day: Lester Wunderman
“Your share of loyal customers, not your share of market, creates profits. Spend more on the good customers you have.
Check out this PDF by Wunderman. It’s amazing that this guy had these insights back in 1979 which still ring true today.
That’s right, I just gave another Agency The Horn Corp “bump.”
Adam Perlis
The Horn Corp
Manager of Digital Production / Strategy
Adam.Perlis@thehorncorp.com
