Do your work have impact? Or just noise?
NOISE vs IMPACT, this two concepts may sound same same but different in term of meaning & inplication.
For examples, big numbers can look heroic in a deck and still mean nothing in reality.
Here is my apology. I used to celebrate “views” too hard, then I started hunting this metric down and shutting it off in reviews.
You know that feeling when your bank account looks great, but it is all in a currency that has been inflated to hell?
It is like current market now, just high inflation. That is what “views” have become in a lot of feeds.
➡️A decade ago, a view usually implied attention. Someone actually watched your ad, often for something like 10 to 15 seconds.
➡️Now, with social media, a view can mean a thumb scrolled past, autoplay kicked in, and the brain never even registered your message. A view means a flip.
If your success metric is a number that can be gamed by autoplay and fast scrolling, you are not measuring impact.
👉 You are measuring noise 🤷♂️🤷♂️🤷♂️
It’s like checking a bank account that looks rich but the currency is inflated to hell.
High inflation, low purchasing power would be same vibe.
Here is “BRUTAL MATH” on attention:
❌ 1M views × 1–1.5s = 1M–1.5M seconds (often vanity) It looks huge, but it is thin, & just like noise (more is actually less)
❎100K views × 15s = 1.5M seconds. This is becomes often real brand building with real attention IMPACT.
👉It is smaller on slides, but heavier in the brain. That is the bar. Not how many eyeballs you captured, but how many brains you engaged.
Pick your poison, I guess!!! Not how many eyeballs you captured but how many brains you engaged!!!
When the success metric is easy to generate (autoplay, fast scrolling, short dwell), teams start optimizing for noises with metrics create EXPENSIVE decisions.
If you reward “views,” you’ll get more “views.”
But what you actually want is meaningful attention: time, comprehension, recall, and the ability to move someone to think or act.
Here’s the curse: the easier it is to get views, the less each view is worth. Like everywhere.
(Tommy)
Implications
➡️Change the KPI definition: Track watch time, average view duration, 3 second holds, 6 second holds, and completion rate, depending on format.
➡️Report an attention score: views multiplied by average watch time, alongside raw views.
➡️Build creative for depth, not just hooks. You still need a strong first 2 seconds, but you also need a second turn at 5 to 8 seconds that earns staying power.
➡️Align incentives. If performance reviews reward views, people will ship noise. If they reward attention quality plus downstream signals like saves, searches, and qualified traffic, people will build impact.
🌸 My POV: pretty numbers may get you promoted. Real engagement builds brands.
So what are you optimizing for right now, captured eyeballs or engaged brains?
Source and method cue: platform view definitions plus watch time reporting, validated by your own benchmarks.
TOMMY 🙏
P/s: Opinion are my own. Please take consideration for your action.
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