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Why does nobody talk about checking a brand's apology video view count?
I was tracking the whole 'FreshBrew Coffee' apology mess last month, and noticed their official 'we're sorry' video on YouTube only had about 5,000 views after 3 days, while all the reaction videos calling them out had millions. I started using that low view count as a quick sign their apology wasn't landing and the drama was still active. Has anyone else found a specific metric that's a dead giveaway a brand's response is failing?
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grant_allen856mo ago
Wait, only five thousand views? That's the real story right there. It means nobody even cared enough to watch their side of it, they were all too busy watching people tear them apart. A low view count on the apology is like the company shouting into an empty room while the actual party is next door. You found the perfect metric, it shows the apology is dead on arrival.
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alicecooper6mo ago
But what if they wanted it that way? A quiet apology that nobody sees still lets them check the box.
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troy8325mo ago
Read somewhere that a big marketing firm ran the numbers and found that if an apology video doesn't hit at least 10% of a brand's average video views within 48 hours, the damage is basically permanent. @alicecooper makes a good point though, maybe some brands actually want it that quiet so they can just say they apologized without anyone actually watching it.
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