AMERICAN ATHLETE CONFERENCE ENHANCES SOCIAL VIDEO STRATEGY
Growing audiences by building a fan-first digital strategy using near-live clips
Ahead of the 2019 collegiate athletic season, the American Athletic Conference (AAC) reset their social video strategy. Aiming to create higher levels of engagement, the AAC partnered with Grabyo to create and publish real-time highlight clips, live broadcasts, and longer-form videos on social media.
Using Grabyo, the AAC’s digital team was able to create highlights packages and social videos and delivering them as near-live clips. Ensuring that fans can stay up to date with events as they unfold, never missing a moment.
Bringing fans real-time content from all sports in collegiate competition ensures the AAC channels as the primary destination for updates. This allows the channel to grow its following with multiple events across a large target audience.
The Conference broadcasts games to Facebook Live that don’t have TV coverage, such as volleyball and soccer. Across social platforms, the AAC adds branded graphics and tune-in messaging to raise awareness of its teams and drive viewership throughout the season. This continues to grow the audiences and fan engagement.
With multiple events happening at the same time, the AAC took advantage of the Grabyo mobile app for simple collaboration across teams. This workflow enabled the digital team to stay on top of the events happening and serve fans with the content on-demand, ensuring they didn’t miss a moment.
To supplement the content going out live, the AAC used archive content to keep fans engaged outside the main events. The conference was able to promote events coming up by delving into the archive and publishing key moments from previous days.
Real-time clips, highlight reels, or live broadcasts, the AAC is delivering new, innovative digital experiences, which has helped it to expand its reach and build a strong connection to its digital fan base across every school market.