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Eric Siu explains why 8 million views can earn zero dollars. Raw view counts are vanity metrics. Shake Shack and Loro Piana got massive reach but no business results, and creators who chase views instead of conversions waste their time.
Eric Siu explains why 8 million views can earn zero dollars. Raw view counts are vanity metrics. Shake Shack and Loro Piana got massive reach but no business results, and creators who chase views instead of conversions waste their time.
Views are cute. Pipeline pays the bills. Content should create qualified demand, not vanity. You know what it does for them? It makes them a content creator. That's what it does. When I talk about Shake Shack, okay, and we talk about discounts, 8 million views. When you and I talked about Loro Piana, the discount store in Italy, 6 million views, okay? No doubt, we know how to drive the views, but at the end of the day, if none of it turns into pipeline, it's worthless. Smart people, okay, go way too far into becoming content creators where it's captured them so much that they can't get off the hamster wheel and they're afraid of losing that.
