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The Power of Engagement Broadcasting: Social Media Today Case Study

posted Jun 15, 2015, 12:20 PM by Alexandra Riecke-Gonzales   [ updated Jun 15, 2015, 12:50 PM by Uphill Media ]

When we talk about Engagement Broadcasting we do nothing but rave about how powerful it is. And it's easy enough for us to say that it bridges the gap between brands and fans, that it produces more content than you'll know what to do with, that it creates a never ending conversation as long as you're there to continue that conversation... Okay, you get the idea.

But, you ask, where's the data.

That's a fair question to ask. There are a lot of marketers out there telling you that they have the strategy, that they have the secret ingredient to increasing your online audience. So you've grown wary of such claims without seeing some sort of proof. We hear you. That's why we've worked with a few brands as case studies to demonstrate the real power of engagement broadcasting.

Social Media Today

Social Media Today (SMT) already had a significant following on most social platforms before we started working with them and David Amerland on their online series The Social Media Today PowerTalk. This meant we didn't have to worry about finding an audience. Between SMT and David Amerland the audience was there and ready to engage. For SMT we were much more focused on increasing engagement and repurposing the live event by creating multiple short segment videos out of the hour long live event.

Efficient and Effective Content ProductionAs can be seen in the capture of SMT Year-to-date YouTube statistics, 8 of the top 10 videos with comments are Engagement Broadcast videos, either the live broadcast or short segments published after the live event. This is to say that engagement has increased and not just on the live engagement broadcast. Engagement has also been increased on the SMT YouTube channel through the short segments taken out of the live engagement broadcast.

In fact, the SMT YouTube channel has seen a significant increase in comments and view duration overall. 

You may be wondering what that means for SMT. Well, the number one ranking factor for YouTube searches and/or recommended videos is "Watch Time." One of the best ways to keep an audience watching is to make them a part of the conversation. That's why it's no surprise to us that an increase in comments also saw an increase in view duration. If the audience is a part of the conversation, they'll stay to finish that conversation and get their questions answered.