BELLATOR MMA GROWS SOCIAL AUDIENCES WITH ENHANCED DIGITAL STRATEGY
Bellator MMA has grown social channels by 160% using innovative social strategy
Bellator MMA, the combat sports organization, refreshed the social and content strategy for 2019. Using Grabyo, the strategy included live clipping and editing from the fights as well as supporting content from weigh-ins, and post-fight wrap-ups.
One of the campaign’s most successful clips was that of 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.
Using Grabyo, Bellator was able to react quickly to the knockout and push the clip across social channels. This allowed fans to engage with the content and feel part of the action as events unfolded.
To supplement the action clips, Bellator also produced long-form videos. This enriches the fan experience by bringing highlights packages and best moments to fans wanting to re-live the action. Clips were shared across Twitter, Facebook, and Instagram, giving fans the opportunity to engage with the action and reaching a wider audience.
To ensure these clips were as accessible as possible, Bellator produced them in different formats. These were optimized for each social channel and suitable to be viewed on smartphones. This provided fans with the opportunity to view the clips as part of a second-screen viewing experience or a way to keep up to date as things unfolded.
To sustain the high engagement levels, Bellator provided MMA fans with content that went beyond the fight action. Using Grabyo, Bellator MMA was also able to share digital-first shoulder content. Live press conferences and weigh-ins were broadcast to social media, important parts of the fan experience. This additional content also provided Bellator with the opportunity to promote future events with branded promotional end slates and advertisements to an engaged target audience
Bellator MMA achieved 160% social channel growth by delivering digital-first content before, during and after fights. Maximizing reach and engagement across the globe.