By Dan Atkinson
I want to tell you about the greatest sporting achievement of my life. An achievement which resulted in wild applause from an almost-full arena, as well a nice wad of cash in my back pocket. It may sound like I'm showing off, but I promise that woven within this story is an important message about video content.
My local ice hockey team, the venerable Streatham Readhawks, run a regular bit of halftime entertainment. A game known as Scoro.
The rules are simple. Each contestant gets three chances to shoot the puck from the halfway line into the goal. Sounds easy, right? But that's before they add a board which covers almost all of the goal, leaving a small hole that's only a little bigger than the puck. For just £1, you can enter the draw to take part.
By December 2017, Scoro had been going every week for about two seasons with three hopefuls being called onto the ice each game – and yet, no one had managed to sink the puck.
That was until I stepped onto the ice. I could talk you through the experience at length, but I think this video will suffice:
As well as winning the adulation of my fellow Redhawks, I was also awarded £497 and – most special of all – the scoring puck, complete with the grip tape confirming its significance.
I was pleased as punch. That was until four days later this happened in Vancouver...
For doing exactly the same thing as I did, this man in British Colombia won a new car (not to mention, got around 50 times more applause)! It really took the shine off my achievement.
Although in hindsight, it shouldn’t have. When I bought the ticket for Scoro my only goal was to get on the ice, anything after that was a bonus. So when I won the money I had massively over exceeded my expectations. (Also, I live in London, who needs a car?!)
And this is where the moral of the story lies. After you have created a piece of video content, you may be disappointed to see that it hasn’t got the millions of views as some of the other uploads on YouTube and other platforms. But the key thing to ask is – was getting millions of views the goal?
We often work with organisations who want to communicate complex research findings, or policy messages. Their videos aren't aimed at the general public, so getting millions of views isn't ever the goal.
With all things we do, it is important to remember what we set out to achieve at the beginning of the process. When we review the outcomes, it's not helpful to compare our own actions with what someone else did to achieve different goals.
My shot achieved its goal, as did your video, so don’t worry about whether it got millions of views. Like a car in London, it's often not relevant.
The key thing is the right people watched your video.
And that I have my Scoro ice hockey puck on my mantelpiece.
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