K atie c ouric

Take Your Time
Jonathan Skogmo of Jukin Media also believes in testing constantly. He
admits that his company’s content doesn’t magically go viral—it’s
continuously testing and leveraging data and analytics to get better at
choosing the most successful content.
Jukin Media has four different brands that leverage Facebook, YouTube,
and Instagram, and they realize each platform has a different audience.
Skogmo’s team customizes the content to each platform. The same video

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may have a different length, title, or starting point when posted on
Facebook as opposed to when it’s posted on YouTube or Instagram. Each
platform will have a slightly different version of the content.
Skogmo urges you to take your time in listening, testing, and
discovering. The process is not a race but a marathon. “Just because you’re
not on a rocket ship doesn’t mean you’re not growing,” he says. And if for a
moment you are on a rocket ship, don’t think it will last forever; at some
point you’ll run out of fuel.
Get content out there, test, learn from it, and repeat. At the end of the
day, you’re in it for the long haul. Don’t play the short game; go for the
long game. Observe your audience’s behavior and never stop putting
content in front of their eyes.
Quick Tips and Recap
• Test and learn. Then use that learning as fuel.
• Testing is used in all aspects of creation—from medicine to business
to science. It’s the foundation for learning.
• It’s one thing to record analytics and data and quite another to
actually 
learn
from them. Observe how and why people engage with
your content.
• The more intelligence you glean from your tests, the better you’ll be
at producing content that resonates with people. This will help you
dramatically drop costs around your key performance indicators.
• Ask your consumers questions by giving them clear, distinct
messages from which to choose.
• Think from your consumer’s point of view.
• Don’t get complacent. Push the boundaries of the platforms.
• Listen to your community and let them help you decide which
content will be most effective.
• Google Trends and AdWords help you tailor your content to what
your audience is most interested in and allows you to observe trends
over time.

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• Practice social listening by looking at your community’s comments
on your posts and content. Also, go to your competitors’ pages and
observe how their content is performing.
• Tailor and test content individually for each platform.
• The testing process is a marathon, not a race.
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1
 Michael Simmons, “Forget Practice—Edison, Zuckerberg, and Bezos All Show the Secret to
Success Is Experimentation,” 
Business Insider
, January 4, 2017, 
https://flipboard.com/@flipboard/-
edison-zuckerberg-and-bezos-follow-the-/f-9637670253%2Fbusinessinsider.com
.
2
 “
DollarShaveClub.com
—Our Blades Are F***ing Great,” YouTube video, 1:33, posted by Dollar
Shave Club, March 6, 2012, 
https://www.youtube.com/watch?v=ZUG9qYTJMsI
.
3
 David Vinjamuri, “Big Brands Should Fear The ‘Dollar Shave Club’ Effect,” 
Forbes
, April 12,
2012, 
https://www.forbes.com/sites/davidvinjamuri/2012/04/12/could-your-brand-be-dollar-shave-
d/#7e3f32b94854
.

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A