Bellator MMA expands its social audience through partnership with Grabyo

Bellator MMA expands its social audience through partnership with Grabyo

Bellator MMA has grown its social channels by 160% since partnering with Grabyo.

Bellator MMA, one of the most popular global combat sports organizations, has enhanced its social content creation and delivery throughout 2019 using Grabyo.

Using Grabyo's rapid editing and publishing tools, Bellator has pushed its levels of social engagement to new heights, highlighted by Raymond Daniels' 360 right-hand knockout from its Bellator Birmingham event – which has reached over 11 million views, and 247,000 engagements across Facebook and Twitter.

Bellator MMA uses Grabyo Studio to create and share clips across Twitter, Facebook and Instagram, ensuring fight fans globally can watch, engage with and share content across platforms moments after they happen.

By partnering with Grabyo, Bellator MMA is able to deliver clips optimized for viewing across each social platform on mobile devices. The vast majority of sports fans use smartphones to access content most often, either as a second-screen viewing experience or to stay up-to-date from anywhere in the world.

MMA fans also want to see content that goes beyond the fight action. Using Grabyo, Bellator MMA is also able to share digital-first shoulder content. This programming includes live press conferences and weigh-ins broadcast live to social media. These broadcasts give viewers more access to the sport outside of the ring, and brings them closer to their favorite fighters and coaches.

Bellator uses this shoulder programming and real-time content to promote its upcoming fights and events, using Grabyo to add on-brand promotional end-slates and advertisements to create a targeted social marketing strategy.

On fight nights, Bellator uses Grabyo's browser-based editing platform, Grabyo Editor, to build longer-form social videos that showcase the best moments from each event. Bellator is able to reach a larger audience who missed the fight or want to re-live the action.