Charles mentioned it in Fight Club today. For me "quality" is a success metric. Whenever a KPI is met, that is a quality result — which makes the asset a quality asset. Whenever a KPI is missed, the asset was not a quality asset.
Watch time is the single most important metric on YouTube. For most video applications watch time is how I measure "quality". But if you are an affiliate or trying to drive conversions, then watch time is much less relevant. The highest quality video becomes the one that racks up the most purchase events. Could be completely tasteless content, or technically raw — but still very high quality if it's delivering 6%+ conversions.
Quality is very specific. It is not nebulous. But it's also fluid. It follows your KPIs. One video might have multiple metrics for quality, or a set of videos might serve a single individual metric — but it all boils down to outcome. Did you achieve the thing you meant to achieve? If so your assets rocked. If not, they didn't.
This is hard for many people because we get so emotionally attached to subjective ideas, designs, and concepts. A lot of people in this group hated the Kendrick Lamar halftime show but it generated a 430% Spotify boost — so that's a quality asset even if you hate it.
I'm reminded of a Czech guy who was horrified that his son and friends wanted McDonalds for his birthday instead of FIlet Mignon at home. To him Filet is the apex of life, to the kids it felt a punishment. Low quality asset. This is my two cents anyhow, not meant to counter anyone else's. As always I might be wrong.
What is your view? What does "quality video" mean to you?
Watch time is the single most important metric on YouTube. For most video applications watch time is how I measure "quality". But if you are an affiliate or trying to drive conversions, then watch time is much less relevant. The highest quality video becomes the one that racks up the most purchase events. Could be completely tasteless content, or technically raw — but still very high quality if it's delivering 6%+ conversions.
Quality is very specific. It is not nebulous. But it's also fluid. It follows your KPIs. One video might have multiple metrics for quality, or a set of videos might serve a single individual metric — but it all boils down to outcome. Did you achieve the thing you meant to achieve? If so your assets rocked. If not, they didn't.
This is hard for many people because we get so emotionally attached to subjective ideas, designs, and concepts. A lot of people in this group hated the Kendrick Lamar halftime show but it generated a 430% Spotify boost — so that's a quality asset even if you hate it.
I'm reminded of a Czech guy who was horrified that his son and friends wanted McDonalds for his birthday instead of FIlet Mignon at home. To him Filet is the apex of life, to the kids it felt a punishment. Low quality asset. This is my two cents anyhow, not meant to counter anyone else's. As always I might be wrong.
What is your view? What does "quality video" mean to you?
