These days the content is valued on the basis of likes, views, retweets or shares. Videos become viral, and are considered successful. However, Tom Godwin, co-founder, All We Have is now is of the opinion that such content could be irrelevant to the brand. The metric itself becomes the target.

Here, one has to consider three things — the sector that you are in, the content that is valuable for people and whether there is enough credibility you have in that space.