generate growth. When a movie is not part
of a well-known series or
franchise, movie marketers are given the nearly impossible task of creating
a brand within a six-month period, which is what many of you reading this
book are trying to do.
Latham notes that testing is key. He feels that you make some good
guesses, but you actually figure it out by testing. That’s when you really
learn who’s interested based on the reaction to the content you’re creating.
At the end of the day, you can’t be 100 percent certain until you actually put
it out in the world and see who responds.
When you’re dealing
specifically with video views, Arneson suggests
looking at the video completion rate
or the video view-through rate, and
then also the correlative action after someone has viewed a video. It’s great
if a viewer watches 75 to 100 percent of the video, but it’s even better if
they’re watching a significant percentage and then taking a specific action,
like sharing that piece of content. Use the people who take leading actions,
like a share or a click (on a video, image, or link), as the best indicators of
your target audience.
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