AUDIENCE ENGAGEMENT

The reach of a given video cannot be exhaustively tracked. Views, interactions, etc, will rarely give an accurate picture in the case of perpetrator video, which is often copied, shared and reshared multiple times.

Due to the nature of perpetrator content, platforms often move quickly to remove videos and close accounts. It is, therefore, difficult to track the reach of originals.

Social data can be used, however, to gain an understanding of the target audience of a piece of content and whether that audience is being reached. It may also be possible to identify key amplifiers of a given video.

Consider the Crowdtangle Chrome extension, which tracks shares of a given link across Facebook, Twitter, Instagram and Reddit.

Other services, such as Buzzsumo’s paid social monitoring service, can be used to do more involved metrics analysis.

This sort of analysis is primarily useful in feeding back into building lists of reliable sources of information.