The success of good brand storytelling lies in its ability to touch, inspire and spur people to action. But how do you quantify emotions or the connection between a brand and its audience?
Reliable overview
Sure, it gives a pretty reliable picture if you track your most interesting metrics in balanced and preferably also clear dashboards. Data such as number of users, average scroll depth, number of microconversions, and number of new or returning users - they all chart how well your content is scoring for the goals you had in mind.
The power of simplicity
Each metric has its value: if you're aiming to increase brand awareness, your reach and number of views among new users will take center stage in your dashboard. If your content needs to lead to shopping appointments or personal sales calls, then those events and the potential sales that result are your crucial parameters.
In our projects for emotionally or informatively deepening engaging stories, our main focus is usually to increase engagement for a brand. The time someone spends on your stories is a very valuable metric in our age of overexcitement. That's why we also add the attention time metric to almost every JaJa dashboard. The calculation is simple: you multiply the number of users by the average session time.
High commitment
The numbers below show that we achieved very high engagement and high attention times with that content experience.
to average
Engagement
Profitability across media
If you link the attention time to the budget invested, you can smoothly calculate the cost per attention minute. The convenient thing is that you can calculate this cost per attention minute across different content formats and media. What do your videos cost per attention minute? Your interactive content experiences? Your magazines? Blog posts? Webinars? Podcasts? White papers? The comparisons often lead to surprising insights into the profitability of different media.
Popping with hero content
We notice very clearly that interactive stories and content experiences have a higher attention span. One of the clients we've been working for for years is bank insurer KBC, which has been taking a fully digital approach to its internal communications for several years. We create content experiences for them as hero content in their mix.
For example, with one of those interactive JaJa stories, a playful quiz to test your knowledge of management terms, we achieved an attention span of just under 7,000 minutes among 1,745 employees.
View of appreciation
The attention time you obtain this way is a powerful metric that shows how many minutes and seconds you earned your target audience's attention. To build a bond with your target audience at the MoFU (Middle Of Funnel) stage in the customer journey, the focus is on content that your target audience values intensely. The more attention time you get from them, the better you succeed.
