MotoGP and Grabyo show the effects of a considered social media video strategy
As the year progresses, we’re seeing exactly how live-streaming is changing the way sport is consumed.
The World Cup is a prime example, but OTT is changing the way even social media video is working – Copa 90’s documentary series has become the sort of thing people bookmark and come back to again, for example.
But there’s a growing demand for those same devices to stream live video, and sport’s “appointment-to-view” nature means that rights holders need to get creative.
This year, MotoGP and Grabyo have been working together to increase the motorsport’s reach across social media as well as delivering its OTT platform. Using the likes of Twitter amplify and Facebook Live alongside their own video platform, MotoGP has seen over 182m engagements and 546m video views.
Large numbers, of course, but this isn’t limited to live streaming – special preview shows for social media with interviews and other behind-the-scenes content has been part of the popularity and the draw.
The draw of sport has never been solely about the live event. Part of the charm is the ability to review and preview; to chat to about the best bits and the worst bits; to make predictions. The successes of any sport using a similar strategy – and MotoGP is one among many – show that this is the case. On-demand content that doesn’t require live rights is just one part of the wider jigsaw.
“MotoGP is the oldest motorsport world championship but its digital strategy is the most progressive,” said Gareth Capon, CEO at Grabyo. “The Dorna group, which owns the rights for MotoGP, was one of the first sports rights holders in Europe to explore commercial opportunities around Twitter Amplify and was an early adopter of Facebook Live. Indeed the success of MotoGP has caused the likes of Formula One and Formula E to rethink their approach to video content.”
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