TV stations with the best digital marketing
When we see a television station deliver exciting digital marketing, we like to point them out. Below we’ve selected some of the best we’ve seen recently. Across all our choices the stations are using the latest digital tactics, such as video, to engage audiences, moving above and beyond just broadcasting content via their station.
Eurosport
Expertly seizing Twitter’s stream, Eurosport generated a buzz around its 40+ hours of coverage and 6 localised productions from the 2017 World Ski Championships. Sharing behind-the-scenes snippets, coupled with up-to-the-minute clips and short-form video analysis from ski-legend Tina Maze, fans were treated to a fast-moving flow of Eurosport branded content. Teaser clips continually reminded fans to tune in on TV.
Three-time Ladies Slalom World Champion @MikaelaShiffrin has a message for the fans who watched her on #Eurosport today…#StMoritz2017 pic.twitter.com/J9e4hxJFfk
— Eurosport (@Eurosport) February 18, 2017
VH1
In Martha and Snoop’s Potluck Dinner Party, VH1 have a show that doesn’t take itself too seriously. It’s a buzzing evening of cocktails, cooking, conversation and fun, where nothing is off limits. What’s great is that the Rollin’ promo video, aired on Facebook and viewed nearly 3m times, rolls with some tongue-in-cheek, risky marketing. The best bites from each show are also shared as short-form videos. As Snoop says, Bon Appatizzle!
Cartoon Network
To drive its social activity and join existing conversations online, such as #fridayfeeling and #flashbackfriday, the Cartoon Network create short clips from its cartoon shows. The creative clips do a fantastic job of communicating the network’s essence, cleverly using emoticons to maintain the fun quota. In amongst engaging graphics and interactive posts, the network carefully reminds people to tune in, or catch episode premieres on the CN app.
If you love something, you have to let it go. ? #FlashbackFriday
Rewatch “Captain Craboo” whenever you want: https://t.co/WLKtBo40i1 pic.twitter.com/8TACaQ4jmi
— Cartoon Network (@cartoonnetwork) February 17, 2017
BBC News
The BBC is well known for broadcast news across its TV and radio channels, and online. But with thousands of posts and over 3m followers, BBC News has also perfected Instagram. Delving into its content and posts, what’s revealed is a clever combination of written word, imagery, video and animation, delivering easy-to-consume, short-form news pieces designed for mobiles and people on the move.
What do you think of the above examples? Are there any you would add? Let us know on twitter @TellyoTV.
How people watch live streams on social media – your questions answered
Live streaming was the newbie in 2016. It looks set to cement itself as your content necessity in 2017.
Eighty-one per cent of internet and mobile audiences watched more live video in 2016 than in 2015. This upward trend will continue.
Here we walk you through some key questions you may have when it comes to live streaming.
Why live stream?
Live streaming is easy to deliver. Through a smartphone, brands can broadcast from anywhere, at any time. Online streaming platforms like Periscope, as well as Facebook’s Live, can connect brands to global audiences. And with 78% of online audiences already watching live video, ready-made audiences are out there.
Live is also a key differentiator. As brands compete for attention, it’s important to note that audiences will spend three times longer watching video which is Live. That’s compared to video which is no longer Live.
How Live compares to video-on-demand?
Live video outstrips video-on-demand (VOD). People watch a fifth more live video on a mobile than they do VOD. On a desktop, it’s a whopping 34+ minutes for livestreaming versus 2.6 minutes for VOD.
In total, viewers spend eight times longer with live video than on-demand, according to Tubular Insights.
[bctt tweet=”In total, viewers spend eight times longer with live video than on-demand” username=”TellyoTV”]
What’s being watched Live?
With high viewing times, what exactly is being watched? Yahoo’s report – The Live Video Opportunity – says that compelling content is a prime motivator. Online viewers want to feel “excitement, immediacy, and connection”.
The above points to the detail in Livestream’s research:
“Breaking news makes up 56% of most-watched live content, with conferences and speakers tied with concerts and festivals in second place at 43%”.
Here at Tellyo, our sports customers find that ‘behind-the-scenes’ access can be a huge draw. Our post – 5 sports brands mastering real-time marketing – sheds some light on this. Livestream’s research also shows that 87% of audiences would prefer to watch online (versus traditional television) if it meant more behind-the-scenes content.
[bctt tweet=”87% of audiences would prefer to watch online (versus traditional television) if it meant more behind-the-scenes content.” username=”TellyoTV”]
Do people behave differently when it’s Live?
Yes. Viewer engagement and interactions are shown to happen simultaneously with live streams.
[bctt tweet=”Viewer engagement and interactions are shown to happen simultaneously with live streams.” username=”TellyoTV”]
Joe Media’s Football Friday Live is a 30-minute weekly panel discussion about the English Premier League. The show took to Twitter’s live-streaming app, Periscope, simply because Twitter is the place people go for real-time conversations. The show also broadcasts on Facebook Live, with the first episode achieving around 400,000 views.
As the host of a live-streamed talk show Mario Armstrong is a man who knows about live engagement. He has found that Facebook Live viewers comment ten times more on Facebook Live videos than regular ones.
We’ll leave the final word to Mario:
“This is the most amazing thing about live streaming – your audience isn’t a bunch of passive viewers of your content, they’re people who are highly engaged and interacting, and they become meaningful participants in real-time during your broadcasts.”
5 sports brands mastering real-time marketing
Technology provides both video creators and consumers the means to revel in video. For sports brands, video marketing is the go-to tactic to engage with fans. For fans, video feeds their passion and enables them to experience the action.
Here we’ve rounded up five sports brands mastering real-time marketing.
1. Australia National Cricket Team
Among the big batting brands, the Aussies lead the way with real-time marketing. During games, they package and share video highlights. The team puts its own spin on things by commenting on the action to spark conversations.
The highlights are the most viewed and commented clips on the team’s Facebook page.
2. Rouen Dragons – French Ice Hockey League
The Dragons prove that video marketing can build online audiences for more niche sports. Using Tellyo, they share match highlights straight after the whistle blows. Fans are then able to watch the action and goals as soon as possible.
The club reaches 200,000 people per month, with more than 40,000 viewing their videos per month. Impressive stats for a niche sport in France.
3. Cleveland Cavaliers – Current NBA champions
The Cavaliers switch how they treat video. Instead of on-field their real-time videos are strictly off-court. They will show the team entering the arena, or reveal footage of players backstage (something rarely seen on TV).
Behind-the-scene videos generate the most views and engagements. Even more so than the team’s slicker Top Plays highlight clips.
4. PGE Skra Bełchatow – Polish volleyball team
Skra Bełchatow confirm you don’t have to be in the big league to make live video streaming a success. They provide a very inside perspective of the team, streaming a game’s build up and preparation.
With around 13,000 views per pre-game video, fans are enjoying these insider insights.
5. NCAA Lacrosse – USA College League
For a niche sport not broadcast on TV, the NCAA seized the opportunity presented by video. By live streaming games, NCAA fans get to see the action. They can also re-live key moments from this very competitive league.
If the above film doesn’t help you to feel in the moment, we don’t know what will! Unreal!
A simple guide to targeting Generation Z with videos
Marketers everywhere are shifting attention to Generation Z. These are people born after 2000.
It’s understandable why. Although still in their teens, Gen Z comprise a quarter of the US population. By 2020 they will form 40% of the country’s consumers.
The above stats represent huge buying power (now and in the future). But Gen Z is already influencing $600 billion in annual family spending in the US.
Here’s a simple guide on how to target your video marketing to Gen Z.
Gen Z wants video
An obvious point within this blog, but one that needs stating. Gen Z wants video.
The Acumen Report – Youth Video Diet – describes Gen Z’s video appetite as around the clock. Social media-based video is fuelling the hours watched says the report. On average a Gen-Zer consumes 12.1 hours per week of ‘free’ digital video.
Unsurprisingly, Sharethrough also found Gen Z is more likely to watch video on a phone. Seventy-one percent reported that they use their phones to watch video daily. This is versus 52 percent on a TV.
So, getting your brand in front of Gen Z is going to involve mobile-friendly social videos.
Just don’t tell Gen Z to watch video!
According to Sharethrough, Gen Z is a self-directive generation. Not being told what to do is a core characteristic. It’s a generation that will click when ready and not because an ad wants them to go somewhere.
[bctt tweet=”It’s a generation that will click when ready and not because an ad wants them to go somewhere” username=”TellyoTV”]
What’s evident is Gen-Z’s fast-paced, highly selective and decisive filter. This is something many marketers will not have encountered before suggests author Deep Patel.
Be relatable
Gen-Zers have naturally learned to decipher what matters. They’ve been bombarded with hundreds of thousands of marketing messages before their teens.
With their decisive filter in mind, you should find a connection with Gen-Zers. It is vital you do this through content that makes them feel at ease. A way to do this is to be relatable – what Deep Patel describes as the ‘authenticity of today’.
The key to being relatable is to showcase the personality of your brand. If you come across as some faceless, corporate company, you won’t have much of an impact. Gen-Zers will filter you out. They want brands they can genuinely connect with.
[bctt tweet=”The key to being relatable is to showcase the personality of your brand” username=”TellyoTV”]
Focus on ‘edutainment’
The whole concept of ‘edutainment’ is huge right now. Edutainment content is both educational and entertaining. It is the kind of content that Gen Z will go out of their way to find and filter out.
As a brand, you can produce relatable edutainment. Think behind the scenes videos and ‘inside’ information about players, actors, TV characters. An interview with a football player at the training ground is something a young fan could relate to. Sharing snippets of TV show rehearsals can help fans see the human side to their favourite stars.
Your message needs to be quick
Gen-Zers have remarkably short attention spans. Bloomberg reports that this is around eight seconds. For Sharethrough, 79 percent said a video’s first three seconds affected whether they watched the rest.
Sharethrough’s Chris Schreiber commented: “In some ways, I’m starting to think three is the new 30,” referring to the assumed length of TV commercials.
Our quick message here: Create and share brief video clips. Maximise shorter form content.
For example, a sports club might share goals as they happen. Or a news publisher short videos summarising a major event.
So, that’s Gen Z in a nutshell. It’s a generation that wants bite-sized chunks of video content. This needs to relatable, educational and entertaining. All which they can access via a smartphone. That’s the challenge, so get creating.
Sources:
https://www.fastcoexist.com/3045317/what-is-generation-z-and-what-does-it-want
http://www.defymedia.com/acumen/acumen-report-youth-video-diet/
http://tubularinsights.com/social-video-generation-z/
http://www.thedrum.com/news/2016/08/31/gen-z-loves-mobile-video-just-don-t-tell-them-watch-it
http://www.huffingtonpost.com/deep-patel/5-tips-for-marketing-to-g_b_11228510.html
https://www.bloomberg.com/view/articles/2014-06-18/nailing-generation-z
How to amplify your video marketing in 2017
Christmas is sadly over. We’re in 2017 now. It’s time to think ahead.
As is tradition, did you create a New Year’s resolution list? If so, why not add ‘amplifying my video marketing’ to it. Read on to explore why and how.
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We’re all familiar with the phenomenon of the ‘second screen’. That people browse their Twitter and Facebook accounts while watching TV. It’s never been easier to comment on what we see on TV and share it with the rest of the world. There’s even a chance our tweet will get into one of the “Twitter reacts to ….” articles. Or the Mean Tweets segment on Jimmy Kimmel Live. But can activity on social media make people tune in to TV shows?
3 of the most important ways sports fans consume content on social media
Social media has reshaped the way brands communicate with consumers, especially when it comes to sport brands. Federations, clubs and individual athletes will have multiple social accounts – encompassing Facebook, Twitter, Instagram, Snapchat and more – that will enable them to connect with their fans. But how do fans then consume what’s published? Here we explore 3 of the most important ways. (more…)
3 Great Uses of Social Video During EURO 2016
There’s one game left at Euro 2016, so it’s a perfect time to look at great social videos done during the tournament. The growing popularity of video in social media made the choices quite difficult. After viewing few hundred clips on Facebook, Twitter and YouTube (since the 10th of June), the 3 below were chosen as subjective favourites. (more…)
