Consumption is the right way to measure the success of great content: Vinay Singhal, WittyFeed
Vinay Singhal, Co-founder of WittyFeed, shared his insights on how content has evolved over the years and that brand owners need to stay updated on the same
WittyFeed is one of the world’s largest viral content company that provides a unique platform to share everything related to lifestyle, technology, humor, entertainment, bizarre news, sports and celebrities to name a few. In an interaction with exchange4media, Vinay Singhal, Co-Founder of WittyFeed, shared his insights on how content has evolved over the years. He also indicated on how important freedom of content is for publishers when it comes to creating organic content for campaigns without the interference of brand owners. Talking about the viral trends of 2017, he commented that today virality does not depend on audio, video or text but anything that appeals to the consumer’s eye and is innovative enough. Excerpts:
What are the biggest challenges for brands to stand out in this era of information explosion?
The problem today with brands is that display advertising is becoming very obvious, so much so that the user is becoming blind to it. Users have become much too habitual of normal banner ads and are ignoring them. Basically the biggest challenge is that the attention span is decreasing. One must grab the attention of the user so that they see the ad and understand what it is trying to portray. So the biggest challenge is to grab that attention and not to be intrusive at the same time. There are ads format like interstitial, multimedia ads, video /sound etc which can be used but the only problem with those ads are that they are very intrusive, they can scare away the user rather than engaging the user.
Are likes, shares, retweets some of the best measures of great content?
No, I don’t think great content is defined by like, share or retweets etc.
The ideology behind great content should be clear, as in why we want to create the particular content. The criteria for major successful content would be the right audience at the right size consuming it and when I talk about right audience it can be content created for consumers regionally too. Suppose if I create content for Delhiites and want it to be consumed primarily by the people of Delhi, then that would be my target audience. Similarly if I create content for national appeal then I know I can’t get hundreds or thousands of consumers consuming it, but I have to make sure that at least 7-10 million people are actually consuming it.
In one word, consumption is the right way to measure the success of great content. And among like, share and retweets, comments are the best way to check the success of your content because making users write or express their opinion is more valuable.
Does virality of content guarantee better brand building?
Well, yes of course it does! If you are looking to build a brand in the internet era, you really have to make sure that enough number of eyeballs and the right type of eyeballs are there on your content.
These days virality is not just only in the form of video, audio or text but even hashtags are going viral. Recently, the internet was flooded by the #METOO campaign about female molestation that went viral across the globe and became most talked about keyword on Google in 2017. Well that’s the kind of virality you want your brand to be associated with.
In this era of attention deficit, how do you ensure that your message gets delivered?
Well the key again is to build engaging content and for that heavy use of data is required. You can use data to understand your audience and their likings. Regional contents works best in this situation because that brings the emotional connect with your audience. When you are creating content for the internet where you can target a vast audience from different cultures and backgrounds, then you should create content differently. For example the content created for Kolkata should be different than what is created for Delhi or Chennai. These three are different geographies and you can’t expect the same content to be consumed altogether in every corner of the country.
For example if Manyavar creates content for their clothing line then they should know the regional dressing sense when it comes to bridal wear and that it would vastly differ from state to state.
What are the best practices that brand marketers need to adopt to create viral campaigns?
Well this might sound very offending for brands but the problem with brands is they want publishers to create viral content but they don’t allow them to do it in their own way. They don’t give them enough freedom to create the content. Too much interference may hamper the creativity of content organically. Nowadays users are very smart, so you have to be very careful that the content looks as organic as possible.
What kind of content consumption trends do you foresee in the near future?
Video is growing massively. If you are not doing video you are missing the buzz. Moving forward I see a lot of opportunities for AR/VR to grow but there is long way to get there because there is a hardware barrier for AR and VR.
What is your vision for WittyFeed?
We are a content company to the world and a technology company for ourselves. We have built that upper hand when it comes to technology and publishers. We are now working on a technology where we will be able to presume about publishers and consumers and will also be able to distribute huge pieces of content on our site.
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