In the realm of marketing strategy, determining the next best course of action can be a daunting task with a plethora of options to consider. Once you’ve established a consistent track record in a particular area, the natural inclination is to expand. However, this expansion may not always yield the anticipated results.
I recently engaged in a conversation with an individual boasting a decade of experience at YouTube, specializing in assisting content creators in growing their channels. Skepticism often accompanies claims of expertise, but I remained open to learning. The insights shared shed light not only on how audiences consume content on the platform but also on the impact of shifting content strategies.
For instance, imagine consistently producing long-form video content on YouTube for six months, establishing a solid pattern and garnering positive traction. Then, YouTube introduces #shorts. Enticed by the promise of wider reach, you incorporate more #shorts into your content strategy, observing a surge in subscriber count. However, this shift in content consumption habits can have unintended consequences.
While your audience still receives notifications for long-form videos, their viewing habits have evolved to favor shorter clips. The content that once served as a reliable lead generator begins to lose traction, and it becomes apparent, after consulting with a YouTube expert, that the new feature #shorts is diverting views away from long-form videos, hindering channel growth.
To test this hypothesis, we halted #shorts production for a week, releasing a long-form video instead. The results were surprisingly positive, prompting ongoing investigation into the correlation.
As business owners, entrepreneurs, content creators, or marketers, intuition plays a crucial role in decision-making. However, it’s essential not to let emotions override a data-driven approach. Logical fallacies, deceptive arguments that may seem strong due to psychological persuasion, can lead to misguided decisions.
Acknowledging and addressing logical fallacies in decision-making is vital. For instance, when contemplating changes to content strategy based on a gut feeling, it’s crucial to scrutinize the data. A decision point should be marked and analyzed, comparing subjective feelings with objective statistics. This approach prevents blindly following intuition without learning from the outcomes.
In the realm of social media management, the introduction of new features can be both a blessing and a curse. Clients often seek immediate adoption to capitalize on increased engagement and followership. However, investing too heavily in untested features may not yield optimal results.
Instead, a prudent approach involves cautiously exploring new features, allowing time for users to test and embrace them organically. Rushing into every new feature can compromise the overall strategy, as not every platform feature aligns with the goals of every business.
In conclusion, staying active on social platforms, engaging thoughtfully, and allowing new features to organically develop their own presence is crucial. While the allure of being the first to adopt may seem enticing, the focus should be on participation that aligns with the overarching strategy, ensuring sustainable growth and success.