While views are a big indicator of a successful video, just because a video goes viral doesn’t mean that it’ll lead to downloads.
In conjunction with views, be sure to also focus on comments and shares. Comments are important to understand how the people you are reaching feel about your product or video. Are they asking for more information? Do they want to use it? If you receive comments like “what is that” or “downloading now,” it’s often a good sign that you found product content fit.
In addition, Instagram really favors shares in its’ algorithm. Making a video more shareable not only boosts engagement, but will increase
Finally, keep a close eye on how viral videos impact downloads and acquisition.
For your first three videos, jot your metrics down here:
Tip: Wait 24-48 hours before finalizing metrics, sometimes videos take a bit to build up.
| Hook | # of Likes | # of Comments | Notable Comments | # of Shares | # of Saves | |
|---|---|---|---|---|---|---|
| Format #1 | ||||||
| Format #2 | ||||||
| Format #3 |
In the beginning, you might not reach a high amount of views (this is totally normal!). When you’re deciding whether to continue posting similar content, look at comments and shares. If you’re getting comments of people clearly interested in your product, like by them saying “where can I download this?” “downloaded!” or “can’t wait to try!” you know you will have found product content fit. This is a good sign to keep posting similar content, maybe changing key words or audios to increase chances of virality.
Additionally, keep an eye on amount of shares across your different formats that you test. The more shareable, the higher chance of virality.
A good rule of thumb is trying a format 3-5 times before pivoting. If you’re getting low views, shares and no comments, it’s probably a good indicator that the content isn’t what it could be, and a good sign to pivot.
Don’t be discouraged, this will happen many times before you find what works. It’s a big learning process!
When looking to test new formats, lean on content that you see on your properly-trained for you page and resources on playkit.xyz/newsletter
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