A huge amount of video is now being watched online, on mobiles and on social media.
Sensing a shift in content consumption trends, technology conglomerate Cisco used its vast resources to delve into the online video boom. Its findings? A firm prediction that video will account for over two-thirds of all consumer internet traffic in 2017.
For us digital marketers, a wealth of evidence points to the importance and benefits of online video content. Facebook now generates 8 billion video views every day; while the average amount of time consuming online videos per day increased by 20 per cent last year.
Following its own study, research giant Forrester placed huge value in online video. If a picture paints 1,000 words, then one minute of video is worth 1.8 million says its researchers.[bctt tweet=” If a picture paints 1,000 words, then one minute of video is worth 1.8 million” username=”TellyoTV”]
Online videos and sports
If we take a closer look at the world of sports, the ways in which we consume video are changing too. Younger fans increasingly turn to social media for sports content.
In a Whistle Sports Study, 13 to 24-year-olds were asked where they go to consume sports-related video content. The response: YouTube and Facebook were the winners (64% listed YouTube and 53% Facebook).
Taking a step back, social media itself has undoubtedly changed the sports world. This is evident in the availability of live scores to thousands of facts literally at hand on your smartphone. Sports stars now seem more accessible, while reaction and fan interaction is instantaneous. Social media and particularly social video bring all of this together.[bctt tweet=”Sports videos are a powerful and inherently shareable way to generate reactions & interactions” username=”TellyoTV”]
Social video reaction to the NBA All-Star Game
When distributed socially, sports videos are a powerful and inherently shareable way to generate reaction, interaction and fan banter. This was evident when Anthony Davis scored 52 points on his way to earning the Most Valuable Player award at the 2017 NBA All-Star Game in New Orleans.
Hometown Hero #AnthonyDavis sets a new #NBAAllStar game record with 44 points! pic.twitter.com/r92lEFwrY3
— NBA (@NBA) 20 lutego 2017
Real-time reaction lit up Twitter, much of which centred on official videos of offensive plays and dramatic moments. With tweeter’s personalised tweets and humorous GIFs added to the mix, alongside the NBA’s own longer-form highlight clips, the event generated engagement levels that any sports marketer would be ecstatic about.
What Kerr, Westbrook & Durant just did to Twitter. pic.twitter.com/R6eDYu0RDN
— Tim and Sid (@timandsid) 20 lutego 2017
Guys used to get a Kia for winning All-Star MVP but now they get Boogie as a teammate.
— Zach Harper (@talkhoops) 20 lutego 2017
What does this mean for sports marketers?
Social video is sports marketing gold dust. It has an innate ability to capture the moment – such a play of the game – while also being inherently shareable.
As with the NBA All-Star example, video is often the driving force behind social media debate and online interactions amongst fans. It is a vitally important element of sports digital marketing in today’s social media driven world. Captivate and engage your fans in the moment with social videos, and they will interact with and share them with others.