# Responses to nouner general

## Distribution

> Given the framing of this prop as a marketing studio, i'd expect to see 50% how we're gonna kick ass at making videos and 50% how we're gonna make them seen.

I want to make a general comment about our framing first, and then discuss setting more quantifiable goals below.

Our choice of the word "marketing" might be wrong here. A title that may frame what we want to do better: **nouns brand-building using video storytelling studio.**

So we think of nounish beyond just pure marketing. It's about brand building and creating content that captures what our cultural is about.

Even after a year in existance, there's almost no nouns-related content out there. So we think our videos are also having a real and important impact **shaping our culture**.

The nounish videos are making the proposals that we are funding more tangible. They create an important feedback loop to the DAO itself:
* Now that you've seen the Dustin video, do you want to fund more artists?
* Seeing the free glasses video, how do you feel about prop 104 and future props in this domain?
* After seeing the gnars video, should we lean more into subdaos like gnars?

>
> For me to be excited about this, I'd love to see distribution goals of some sort in the prop: channel subs, total video views, etc. and a strategy around achieving that. (these might not be the right metrics, but just throwing out some examples)

Totally hear you on this & we've discussed internally whether we should set distro goals a lot. But ultimately we think it's too early to set growth goals.

We are concerned that setting growth metrics as goals will lead us to making specific types of content that may be too shallow and not tell a complete story (e.g. we may have not made a video about the glasses for kids and rather only optimize for mass-appeal content)

For this prop, we suggest to be measured on delivery & learning.

We see the next 6 months as an opportunity to experiment with different types of storytelling techniques, different formats, different channels, etc., and learn as much as possible.

These leranings will inform our next proposal, which we think will include more growth goals and will be resourced appropriately

But what do we want to measure? With our experimentation, we do want to get as much data:

1. **Content leverage:** how has our content been leveraged by others?
* How many times?
* In what capacity?
* What kind of impact did our content have?

Throughout the next 6 months, we will share case studies on how our content was leveraged by different participants in the ecosystem.

We shared some examples in the prop draft:
* the CEO of Friz Frames [sharing our video with his linkedin](https://www.linkedin.com/feed/update/urn:li:activity:6973325150779817985/) followers
* GnarsDAO using the [video as their homepage](https://gnars.com/)
* 4156 using our content to prime meetings with huge brands and studios

2. **Builder Growth:** how many new builders joined the ecosystem thanks to our content?
We want our content to increase the number of builders Nouns DAO attracts.

We believe our content will accelerate the "proposals" flywheel (project built -> content published -> new builders join -> projects built).

This is not easy to measure -- a classic attribution challenge, but we will attempt to collect this data.

3. **Views:** we definitely want to see a lot of views for our videos. But we don't want it to be our sole obsession.

We worry it will impact our brand building efforts too early. But we will measure these and see what kind of content and types of formats have an impact on views.

Note that we don't want to optimize for followers or subsribers becuase that will create a competitive and closed approached to sharing our content.

We rather have anyone in the ecosystem share our content and remixe our raw footage than to focus on protecting it. (e.g. lilnouners instagram account shared a reels with a screengrab of the gnars video. We love that. We want to optimize for proliferation of our content and not protect it. https://www.instagram.com/reel/Cic_liSANXg/)

In fact, we want to work with all other media initiatives in the DAO (e.g. Noun Square, Nouns News, all the regional sub DAOS) to help them grow with our content as well.

> Is the spending more important right now than it will be in the future because we don't have much content at all yet?

Yes. We think we should invest in content immediately.

There are plenty of great and cool things that we are doing that are being woefully under-documented and therefore under shared and therefore not understood by anyone.

It often feels like we’re screaming into the void, stuck inside the nouns bubble. Breaking through seems essential to us. And in our opinion video storytelling is the best method to achieve this.

Additionally, and perhaps most importantly we believe that a video marketing strategy like the one nounish is proposing will actually become a part of a flywheel of its own that on-boards new builders with more audacious proposals that we can then tell stories about and share the things that they do which in turn will get more attention from new potential builders.

Our goal is to make content that is inspiring to high quality potential Nouns collaborators and give the DAO the tools to get Nouns to “click” for the kind of people we want to see in the ecosystem. Eg. I hope the Gnars content we made (and hopefully continue to make) helps inspire another domain-specific subculture to bootstrap a nounish community with the help of nouns and goal of proliferation.

----

Here's some of what we have learned up until now:

1.

Sam

Our YouTube channel was just started a couple of months ago and optimizing for its growth was not our goal (we got funded to make 4 videos)

Please note that we have had 80K+ views on our videos on Twitter & Instagram.

Literally the reason we are asking for 6 months runway is so we can experiment, iterate, and attempt to find ways to have more impact. Our team will strategise and try heaps of things over 6 months. Of course thumbnails and titles are part of this equation.

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> Given the framing of this prop as a marketing studio, i'd expect to see 50% how we're gonna kick ass at making videos and 50% how we're gonna make them seen. As it stands today, it feel like like 90/10. For me to be excited about this, I'd love to see distribution goals of some sort in the prop: channel subs, total video views, etc. and a strategy around achieving that. (these might not be the right metrics, but just throwing out some examples)
>
This is a very important question that we've been going back and forth with for a long time.

Choosing the right metric here is non-trivial because it will impact what we work on, our tone, our style etc. The concern we have is that we optimize too early. In a startup analogy, we think this is a seed round where we get runway to experiment tons, iterate, and figure out what works best.

Here's a simple example: if we set a Views goal, then we are not going to make videos about quirky nounish things like naming a frog because they will have less mass appeal. On the flip side, if we see skateboarding videos super easily get tons of view, we may end up having the majority of our videos about gnars.

Or if our goal is subscribers, we may end up being protective of our content and less excited to let other projects share them on their channels (as some already do).

In terms of resourcing, I want to flat that 25% of the staff is going to be focused on distribution.

Thank you for this feedback. We want to think about goal setting more so we will publish our thoughts once we feel ready.