How to build a successful YouTube sport channel in 6 months
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How to become the sport channel number one on YouTube? How to build the strategy and gain subscribers? What is the main driver to grow in views and subscribers? The answers are included in this presentation.
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How to build a successful YouTube sport channel in 6 months
- 1. How to build a successful YouTube channel in 6 months Case study of the Czech Olympic Team Andrea Hurychová, Chief Strategist WeDigital
- 3. MAIN MISSION 1. Present sport to young generation in a different picture 2. Engage Generation Z and raise the interest in sport topics 3. Inform about sport activities and the official events of Czech Olympic Committee
- 4. SITUATION: JANUARY 2016 NO channel graphics 432 615 VIEWS671 SUBSCRIBERS 456 607 MINUTES WATCHED NO consistent content
- 5. THE MAIN OBJECTIVES HUB content: watch time and subscribers 3 000 000 VIEWS 30 000 SUBSCRIBERS 3 300 000 MINUTES WATCHED HYGIENE content: views “To build a new communication channel that inspires, educates and informs and that will achieve 30 000 subscribers till the end of Olympic games in Rio 2016.”
- 6. STEPS TO ACHIEVE OUR OBJECTIVES YouTube content strategy Trends in sport Cooperation with YouTube creators Unique content during Olympic games
- 8. OFFICIAL LAUNCH OF YOUTUBE CHANNEL ■ Video channel trailer ■ PR activities during the launch in March 2016 ■ 2 main video series: ■ Our champions ■ TOP Olympic stories ■ Consistent graphics on the channel
- 10. PHASE 1: JANUARY - JUNE ■ Trends in sport drive views and increase watch time on the channel ■ TOP 3 most viewed videos on the channel include popular sport events and topics ■ All trend sport videos got to the trending page on the Czech YouTube TOP 3 VIDEOS 1. Gábina Soukalová je zlatá! 74 324 views - 72 119 views in 14 days 66 825 views - 60 296 views in 14 days 55 883 views - 49 233 views in 14 days 2. Petr a Gábina Koukalovi pro Konto Bariéry 3. Jaromír Jágr - všechno nejlepší, Jardo!
- 11. + +5 086 SUBSCRIBERS PHASE 1: RESULTS +631 529 VIEWS ■ 2 regular series on YouTube channel from end of March ■ Weekly - 15 videos ■ Biweekly - 7 videos ■ 3 trending videos ■ Average percentage viewed: 35%
- 12. PHASE 1: CHANNEL PERFORMANCE
- 14. PHASE 2: INFLUENCER MARKETING CAMPAIGN ■ 10 creator-driven videos ○ 4 videos on YouTube creators’ channels ○ 6 videos on Czech team YT channel ■ YouTube ads (YT discovery) 29.7.-3.8. OBJECTIVES ■ Get traction with the young generation ■ Engage viewers and create buzz around olympic content and sport ■ Gain YouTube subscribers
- 15. PHASE 2: YOUTUBE PAID CAMPAIGN (29.7. - 3.8.) FORMAT: YOUTUBE DISCOVERY 31 570 PAID VIEWS 29 827 EARNED VIEWS +1 230 SUBSCRIBERS 0,26 CZK CPV 3,23% VIEW RATE
- 16. PHASE 2:RESULTS AFTER 14 DAYS ■ Views are growing continuously ○ At the end of RIO 2016 the videos views doubled ■ Campaign built engagement and gained users loyalty for other content on the channel ■ Generation Z and YT viewers like sport activities +700 000 VIEWS +9 996 SUBSCRIBERS 2 681 COMMENTS +11 026 LIKES
- 17. WHY IT WORKED ■ Content on Youtubers' channels and 2nd part on COT channel ■ Contest for the viewers ■ Clear contest rules ■ Subscribe COT channel ■ Write comment COMMENTS, LIKES AND SUBSCRIPTION DRIVES YOUTUBE SEO
- 19. Unique content during Olympic games
- 20. PHASE 3: WINNING THE MOMENT ■ Be quick ■ React on trends ■ Make easy and sharable format ■ Use CTA +3000 SUBSCRIBERS IN 24 HOURS
- 22. SPECIAL FORMATS LIPNO PARK IN MINECRAFT VLOGS 360 VIDEOS
- 23. CREATE BUZZ DURING OLYMPIC GAMES WE GAINED: +52 000 LIKES +3 086 SHARES +2 060 COMMENTS
- 24. THE PLAN SUMMARY YouTube content strategy Trends in sport Cooperation with YouTube creators Unique content during Olympic games
- 25. RESULTS AUGUST VS. JANUARY 2016 4 163 476 VIEWS +5 100% 35 500 SUBSCRIBERS +860% 7 156 886 MINUTES +1460% Average percentage viewed: 68% (from 6%)
- 26. Country Subscribers Channel views USA 150919 45 757 862 Czech Republic 35806 4 251 439 Great Britain 9007 3 460 966 Spain 2389 1 076 171 Australia 2080 548 105 France 2051 596 176 Russia 2035 1 461 834 Italy 2020 528 790 Holland 1039 853 414 Greece 642 170 277 Germany 597 401 951 Hungary 573 486 023 Austria 472 232 024 OLYMPIC YOUTUBE CHANNELS WORLDWIDE