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Week 3 In Review – The Hayley Project

October 26, 2008

Busy week (both for THP and day job work). Update below:

Stats

  • We’re still tiny, but facebook fans are up over 250 and due to some marketing efforts on facebook, we have some younger fans now
  • Total views through 8 episodes are at 9,000 in aggregate across channels
  • Broke 100 subscriber mark this week
  • Nearing 2,000 channel views
  • Trends suggest that the second day of an episode release will usually have the highest views

Promotion

  • Promoted THP at October Meetup for Web2NewYork
  • NewTeeVee review here (focused mainly on LG15 comparisons)

Facebook targeting insights:

  • Over 275,000 impressions with a super low budget of $55 for the week
  • Click-through-rate is about .11%, which a search analyst guru at my firm confirmed is close to what he’s seen in highly-targeted facebook advertising. What this tells me is that facebook could have some issues with monetization, since people “facebooking” are not prone to click on ads as they are in “socializing” mode
  • The majority of our impressions were served to teen females 13-17. This implies that either 13-17 year old teen females comprise the largest percent of 13-20 year old bracket (our FB criteria),  or they are actually cheaper to reach on facebook at our low cost bids (e.g., less competition for their ad space vs. other demos)
  • Average cost-per-click was $.19 with about 300 clicks for the week
  • Click-through-rate for 13-17 year olds indexed higher than 18-20 year olds, indicating that the content of our ad appeals more to this group
  • We don’t know what our actual “conversion” rate was but based on subscription rates, I believe it could be around 20% ballpark (I admit this is a guess). If this is true, this would imply $1 per acquisition/subscriber
  • Surprisingly, some of our facebook-sourced viewers are willing to register and subscribe with YouTube to support our programming (note: first episode now has annotated call-to-action requesting viewer to subscribe)
  • Seems that directing facebook folks to channel page has higher subscriber rate than sending to individual episode (partly speculation as it’s hard to source where subscriber came from). This is likely a result of seeing the synopsis as well as the other episodes in one showpage

Other Notes:

  • We’re still very small, so it’s hard to say whether word-of-mouth is working and what impact facebook ads may actually have in reaching our audience. If I had to guess, I think there is some word-of-mouth at play here, as our facebook targeting should really only account for about 300 clicks through the whole week
  • Going forward, we need to decide which episode should be the default play on our channel page.  The trailer? The first episode? Or an episode that is more representative of the series?
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2 Comments leave one →
  1. October 26, 2008 11:48 pm

    thanks for posting your experiences, Andrew. I’m about to start shooting my own web series with a release intended for January and your information has been invaluable. Congratulations on your show… high production standards all around. Good luck with it!

  2. October 27, 2008 9:07 am

    Thanks, Nick. Good luck with your own series. I know it’s a lot of work but it’s very rewarding too. Let me know when your series is launching.

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