Content Connections

With a wide variety of content, our goal in the beta phase of our project was to yield results, interest and curiosity through content that didn’t have a direct call to action. Our goal wasn’t volume assesment with this, but more interest assesment. What products did our groups spend the most time on, how did the curation lead to an external link engagement, what interests were easy to spot and how did the relevance of the content factor into the enagements.

Summary

When Dads engage with content they are loyal.

We Dads like what we like and as we become more secure in this phase of our lives, we are not afraid to like what we like out loud and in front of any one who cares. We noticed that people who had engaged organically with our content were repeat customers and people who had clicked on one piece of content, cared enough to click on the next or a previous one. This was enough for us to understand that our audience is a focused and curious one that we are hitting a nerve with. The irony is, we don’t share. In fact, working Dads outside of tech, media and financial industries are some of lowest engagers on ANY social platform, because some of us don’t really care for it. With Dadspotting we are looking to build on what you might care for, add some value to your life and lifestyle and most of all, change the conversation. We think loyalty will be a big part of that .

Our audience is steeped in nostalgia.

While we have been able to touch on many topics, it was very interesting to see how much our audience has engaged with content that either reminded them or was with reference to their own childhood. If not directly with the theme of the content, we also saw a spike in the video clicks based on retro, 90s and animated videos we had posted. We also pitched in a few demo items from Amazon and Shopify as a test on engagement and this yielded further proof that nostalgia will continue to be a key in capturing this audience

They are not impressed easily.

While loyalty can be looked at from many different lenses, it is also interesting to observe how set in their ways this audience can be. While the premise of Dadspotting might imply that we are not our Dad’s Dads we are very much human and creatures of habit. We like a solid selection of anything that we are interested in, we enjoy to speak to a variety of people and listen to a variety of things. We also don’t like disruption or having to extend our circles as life goes on, which goes the same for content that we engage with. We are late adopters to platforms, but loyal adopters to services, products and quality.