The Quality Versus Quantity DebateWednesday, May 18th, 2016
You know the saying “quality vs. quantity?” It reminds me when clients used say “Get on Oprah,” as it’s echoed during almost every strategic planning and goal development session. I can’t say that numbers don’t matter, but the value everyone places on the numbers needs to be reconsidered. What’s the point of driving engagement among thousands of influencers if the depth of the interactions doesn’t go very far?
Brand advocacy continues to play an integral role in the success of today’s most popular brands. But it’s the approach to driving advocacy that brands need to think about. At JSH&A, we focus on how much value content will bring to audiences rather than how many people will see it. Of course, we want to ensure the ROI is compelling and that the content is shareable and can be amplified with paid dollars, but for the consumer to get excited to watch, click or share, it comes down to them caring. We set the stage by talking through each content strategy or visual storyboard session with the following questions:
- Does the image or video that’s being shared on Instagram or Twitter (or any channel for that matter!) command attention and align with how fans/followers are consuming content?
- Will their “impression” translate into actual interest?
If the answer is yes, then it’s likely that we’ll be one small step closer towards driving awareness. The quality of the story a brand is trying to tell outweighs how many people it’s connecting with. We want people to click and view past the first three to five seconds of a video. Content can always be amplified, but concentrating on each one of the viewers to ensure they’re listening first is the ultimate goal.
Quality over quantity reigns supreme in our book!