Rishi Mukherjee, COO of ScoopWhoop: Rethinking Digital Publisher Metrics.
A new generation of measurement metrics is required for a new generation of content consumers.
January 15th, 2016
What a time to be alive! Content has made a dashing comeback and it seems like the one true Internet adage “content is king” has never truer than now.
As a young millennial India navigates its way through a world connected by apps, OTTs and multiple screens, one can’t but help marvel at the plethora of content that one is suddenly confronted with on our digital devices. Large scale changes are afoot and while large scale movements take ages to show its true impact, content consumption patterns are rapidly evolving in ways that nobody could ever have imagined. For the millennial generation today, loyalty to any one media publication is an embarrassing anachronism – an 18 year old doesn’t want to be seen consuming the same content as his/her parents. This generation wants to uncover and discover new streams and sources of content, wants content creators to pander to its lifestyle by being precise, interactive and just the right kind of informational.
This generation has dumped the idiot box to their parents and their silly soaps, the only time they pick up a newspaper is to stare at glossy images of Hollywood stars and even digital advertising formats like YouTube pre roll ads and lazy banner ads are largely lost on them. To them, a YouTube ad with non-skip button or buffering concerns are as big issues as the odd-even rule. And it’s this massive juggernaut of under 35 year old millennial generation that are slowly changing the media industry in India because of their unique consumption patterns.
ScoopWhoop Media Pvt Ltd. aims to be the first “born-on-the-internet” media company for this generation with a focus on content that is firstly social at heart i.e. each and every genre of content that we do should have a clear social sharing trigger at its heart. It’s the ultimate challenge but that’s the filter we give to each of our content. All our content pass through a 3-question filter:
a) Why will I click on this story (on my news feed)? Is it relevant?
b) Why will I read the story (once user has landed on my site)?
c) Why will I share the story (once user has consumed the content)?
The third filter is the hardest to crack but a lot of what we create at ScoopWhoop comes from this filter. Which brings us to ask the question – “Are Current Digital Publisher Metrics The Best Way To Measure Success?”
As more and more audiences consume content from prominent social news feeds like a FB or a Twitter, traditional digital metrics to measure success such as unique users and page views are being problematized by new metrics such as social engagement. The jury is still out on the apt value that should be assigned to prominent success metrics out there. Whereas existing metrics such as page views and unique views are still very relevant as they highlight the stickiness of certain publishers and measure consumer loyalty, they’re not the best indicators of ‘viral’ content OR the social currency of highly shareable content.
How does one measure the value of a ‘share’ versus that of a page view? A share is a consumer side action prompted by the value of the content that is being consumed and its importance in the digital identity of the individual sharing it. Would any of us ever share porn or substandard content or content we don’t essentially relate to?
It is important for publishers and the industry in general to understand the value of engagement irrespective of where it occurs. Engagement can be unique users, social shares, likes, comments or video views. Because at the end of the day, all of these are monetizable for you and if they are then they are your new site metrics.