Not All Views Are Made (and Valued) Alike

With so many different platforms and so many different marketing channels to consider on the Internet, it can quickly become a very dizzying and overwhelming experience. This is especially true if you start to wear yourself too thin and try to be hugely successful on every social network and every possible way to reach your audience.

It’s far more effective if you are absolutely stellar on Instagram, as a hypothetical example, than if you are merely mediocre on Periscope, YouTube, Twitter, and Facebook. It just becomes a part of your brand. That being said, no one can blame you when you want to experiment on a number of platforms and it does pay to have a presence in multiple parts of the web.

Beyond the Numbers Game

That being said, one of the first things you need to learn and recognize is that having a view on one channel is not going to hold exactly the same value as having a view on another channel. They’re not made alike and should not be valued as such.

A prime example of this is the concept of Facebook reach. You might think it’s great to see that your Facebook post is reaching hundreds or thousands of people, but the truth is that if your post appears anywhere in their feed, that counts toward the “reach” total. As you imagine, a lot of people scroll through their feeds without reading every post and, as such, they could very easily miss what you have to say or promote.

Video Killed the Radio Star?

By extension, you may also get an extra spring in your step when you see the number of views that your Facebook video is getting, but those “views” work in exactly the same fashion as Facebook reach. One “view” might not be a real “view” in this sense.

Compare that to when you get an equivalent view on exactly the same video, except this time posted on YouTube. The difference here is that the person had to actively click on something in order to start watching your video, so it’s much more likely to be a “true” view in this sense. They may or may not have watched the video all the way through — check your YouTube analytics for views vs. minutes watched — but they definitely did watch something.

The Live Experience

Another big thing that seems only to be getting bigger is live video. This is a great, authentic way to connect with your audience in an entirely different kind of way. And again, the notion of “views” here is going to vary considerably. A view of your Facebook Live video is probably worth more than a view of your regular Facebook video. And how the number of viewers you get on Instagram vs. Periscope may not be the same either.

It’s hard to say at this point if one platform is necessarily more valuable than the other, but it’s clear enough that the demographics and audience aren’t the same.

Open Rates and an Engaged Audience

We’ve been talking about “views” in the context of social media and online video, but the same paradigm can be extended to all of your Internet marketing and content marketing efforts. Does having someone see your article on Medium or Huffington Post provide the same value to you as if they read the article on your own website? Does getting a page view and new visitor on your blog have the same value as having someone receive and open one of your email newsletters?

Again, it’s hard to say. But these are the questions you need to ask yourself as you figure out how you want to distribute your resources — both time and money — with what you want to accomplish online. These stats do not align on a 1:1 basis. Sometimes, a smaller number of highly engaged Instagram followers is far more valuable than having a much larger number of passive followers on Twitter.

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6 thoughts on “Not All Views Are Made (and Valued) Alike”

  1. Absolutely agree, facebook “views” are far less valuable than instagram or actual web view.

  2. Very nice article So infoable artice i appricate you i share my all social sites this article.

  3. Parker says:

    Definitley something to think about. For me, ‘views’ on my personal site don’t drive NEW users. It’s mostly those who have already engaged, meaning, not growing… I understand why having views of your content on Huff and large blog sites are a HUGE PLUS and resource to drive others back to your site.

    New Readers…

    Facebook Views are misleading in that they may only be “seen” by those scrolling through and not necessarily engaging with your content. Thanks, for getting me thinking as I push forward, online.

  4. Dario says:

    I heard somewhere that you only need 1000 true fans who LOVE (not just LIKE) your work, to be successful. They will share your work to the point where the fanbase will grow exponentially. So try and convince 1000 people that you are awesome and the rest follows.

  5. truckway says:

    This is very informative and interesting for those who are interested in blogging field. Thanks for sharing such a good blog.

  6. DNN says:

    No one started out on top in the world of business. Not even Drewry. One must learn to crawl, before they can walk. This is when the real transformation begins. Transformation is not just about losing weight and getting in shape; it’s about the awesome spiritual and mental growth experienced in life while succeeding in a world of uncertainty, progressing in your business ventures, and most importantly, giving back to your community in helping others get ahead.

    Everybody who is larger than life today in the world started out small. They had a long-term vision where they desired to be. No matter how long it took to move forward, they never gave up. Honorable business leaders continued doing the transformation entrepreneurial work.

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