How do you measure the impact and success of your documentary trailer?

1 Define your purpose

Define the purpose of your documentary trailer by asking questions such as: What are you trying to achieve with your trailer? Is it to raise awareness, generate interest, attract funding, or build an audience for your documentary? Your purpose will guide your choice of metrics, platforms, and strategies to track and evaluate your trailer's performance.

2 Choose your metrics

Choose your metrics to measure the impact and success of your trailer. Focus on different metrics depending on your purpose. For example, if your goal is to raise awareness, look at views, impressions, reach, and shares. If your goal is to generate interest, reference engagement, comments, feedback, and click-through rates. If your goal is to attract funding, look at conversions, donations, pledges, and contacts. If your goal is to build an audience, focus on subscriptions, followers, retention, and loyalty.

3 Select your platforms

Select your platforms, as they are the channels that you use to distribute and promote your trailer. Use different platforms depending on your purpose. For example, if your goal is to raise awareness, use social media, online platforms, and festivals. If your goal is to generate interest, consider using websites, blogs, and podcasts. If it's to attract funding, utilize crowdfunding sites, grants, and pitches. If it's to build an audience, incorporate email lists, newsletters, and communities.

4 Analyze your data

Analyze your data, which is the information that you collect from your metrics and platforms. Depending on your purpose, use different tools and methods to analyze your data. For example, if your goal is to raise awareness, use analytics tools, surveys, and interviews. If it's to generate interest, use feedback forms, ratings, and reviews. If it's to attract funding, use reports, testimonials, and case studies. If it's to build an audience, use segmentation, personalization, and loyalty programs.

5 Adjust your strategy

Adjust your strategy to optimize and improve your trailer's impact and success. Depending on your purpose, use different tactics and actions to adjust your strategy. For example, if your goal is to raise awareness, use A/B testing, targeting, and optimization. If it's to generate interest, implement storytelling, emotional appeal, and call to action. If your goal is to attract funding, incorporate incentives, urgency, and social proof. If your goal is to build an audience, use retention, referral, and reward.

6 Celebrate your achievements

Finally, celebrate your achievements. Achievements are the outcomes attained from your trailer's impact and success. Use different ways and means to celebrate your achievements depending on your purpose. For example, if your goal is to raise awareness, use recognition, appreciation, and gratitude. If it's to generate interest, use excitement, curiosity, and anticipation. If it's to attract funding, use validation, confirmation, and satisfaction. If it's to build an audience, use connection, communication, and community.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?