Focused on the stats

Focused on the stats

Recently, my son started exploring vlogging and video creation. Inspired by the fame acquired by those YouTubers he admires, he focuses on emulating their styles. And on his stats. He finds it frustrating that his follower growth is slow. The expectation, I suppose, was to post a few videos and have followers blaze in.

I constantly reinforce my belief: focus on quality, the followers will follow. Focusing only on stats and followers is much like the high-school kid who makes all their decisions based on maximizing social leverage, that which gains them the most popularity. It’s a short term proposition, and the proverbial “moving target”. Ultimately, you end up shallow and vacuous, with no depth or understanding.

Many times in my career, through my whole life really, this notion comes up. Whether a business struggling to appeal to everyone, or just my own ponderings of why some piece of content hasn’t taken off, I, too, look. Tis a struggle: focusing on quality over effect, upon numbers of views over engagement. It’s a dangerously seductive slide that I hope to help my son manage well, as well as my clients and colleagues. Wish me luck!

Carl Setzer

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