Content that sells: how to measure if a piece worked.

“How did the video perform?” is often the question that arises without anyone having previously established what “well” actually meant. Without a clear objective for each piece, any number can be used to justify any result. The correct way to measure performance depends on what each specific piece was intended to achieve, not on a single, universal metric.

The measurement changes depending on the objective.

Not all pieces of content aim for the same thing, and measuring them all by “views” is a very common mistake.

A piece that received few views but generated three specific commercial inquiries performed better than a viral campaign that didn’t produce a single message. It’s an error to compare them using the same metric.

Why solitary views are not enough.

The data suggests that someone has simply been observing, not that the piece has actually achieved anything. This is the difference between a piece that many people see passing by on the street, and one that prompts someone to inquire about it. To determine if a piece is effective, you need a second metric, one that’s closer to actual action: a save, a direct message, a link clicked, or, even better, an inquiry that specifically mentions the piece.

How to trace a query back to the piece that generated it.

1. The simple question. “How did you reach us?” – when initiating contact, whether through WhatsApp, a form, or a phone call – is the most cost-effective way to trace the origin, and it works better than it initially appears if you ask consistently, not sporadically.
2. Links or codes specific to the piece. A unique, shortened link for each video or episode allows you to see how many clicks each one generates, without relying on the client remembering where they came from.
3. Realistic time windows. An initial review of a piece within 72 hours can be beneficial, but it’s not a rule of the algorithm or a closing date. Podcasts and institutional videos may require weeks or months, depending on their distribution and the sales cycle. A timeframe is agreed upon and compared against equivalent goals.

What tool should you look at depending on the platform.

You don’t need to hire an expensive analytics panel – most platforms already provide the necessary data, though it’s found in different places.

Reviewing these five locations once a week, instead of once a year, is what allows us to adjust the content while it still matters, rather than six months after the end of the quarter’s budget.

The mistake of turning off a component too quickly.

Judging a podcast episode based solely on its views within the first 24 hours is a flawed method. Unlike a reel, a podcast is consumed at a slower pace and relies on direct recommendations. Dismissing a format after just one episode with low views ignores the fact that it was only beginning to build an audience.

What to do with the results of the measurements.

Measuring without adjusting doesn't change anything. Each month (or each episode, if it’s a podcast), it’s beneficial to look at which piece generated the best secondary metric (saves, queries, meetings) and then create something similar in the next cycle, instead of starting from scratch every time. Network plan Ditap Medios includes precisely that straightforward report detailing what was published and how each element performed, so that the next batch of content can build upon what has already worked, rather than relying on a new intuition each month.

Platform reference

Spotify for Creators is currently the name of the platform, which previously was known as Spotify for Podcasters. Its tools include audience analytics and retention data. See… Official launch of Spotify for Creators.

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