Since 1936, people have been watching live coverage of the Olympic Games on television and since 2006, they have been watching live coverage of the Olympics online. However, live-streamed coverage of the #Rio2016 Olympic Games might be watched by more people than they watch on television. In the digital Video Ads Crash Course 3.0 marketing business that you will want to understand, one of the trends is Olympic live streams. Why? So, there are still lessons to learn, even if you are not a video marketer at one of the most watched sport media.
Video Marketing And Tent-pole Events
Around each year, many video marketers at least have one tent-pole event they can build content. For instance include on the Discovery Channel, “Shark Week”, big movie releases as Star Wars: Halloween or April Fools’ Day jokes or The Force Awakens. So, a couple of best practices worth adopting for B2B video marketers who use an industry trade show or conference as their annual tent-pole event are provided by the Olympics. Tent-pole events drive search trends, advertiser, audience interests, and editorial opportunities campaigns as you already know. Well, before the tent-pole event kicks off, according to a programming calendar video marketers should design and publish content that starts days, weeks, or months.
For instance, for the Rio Olympics 2016, the Tubular Insights editorial team has tracked 82,400 videos that have been uploaded in the last 90 days. As far back as Monday, May 8, 2016, there were close to 4.6 million daily views on Facebook and 7.5 million daily views on YouTube. on Friday, Aug, that spiked to, on Facebook, 44.7 million daily views; on YouTube, 21.4 million daily views; and on Instagram, 3.2 million daily views, the opening night of the tent-pole event. Well, to create content that viewers will tune into, you can see that there has been a huge opportunity for brands and creators.
In 2016 Olympics Videos The Most-watched
Before the Rio Olympics began, the Gold medal video with the most views is “Samsung Official TVC: ‘The Anthem’ – Rio 2016 Olympic Games.” It currently has 29.0 million views and 38,800 engagements, it has just uploaded with on Thursday, July 21.
Before the games started, with second largest number of views the Silver medal video is “Gillette: Perfect Isn’t Pretty | Rio 2016 Olympic Games | Sia Unstoppable.” It currently has 28.2 million views and 135,000 engagements and was uploaded on Wednesday, July 13.
And before the games got underway, with the third largest number of views the Bronze medal video is “Katy Perry – Rise (NBC Olympics video).” It currently has 27.5 million views and 954,000 engagements and was uploaded on Friday, July 15. Video Marketing Lessons: #Rio2016
Well, before the Rio Olympic Games in 2016, from watching the 3 videos that had the most views what lessons can video marketers learn? So, none of them are live streams for starters. To live stream interviews of athletes, singers, or executives ahead of a tent-pole event it is possible now. However, this type of video content rarely elicits the emotions that prompt people to say, share, an exhilarating music video or an inspiring brand video.
And, you can combine these 2 types of video when it comes to getting people positively aroused about an upcoming tent-pole event. In fact, perfect examples of a category called “trackvertising”, which is a music video that clearly announces the collaboration between a brand and an artist in the video’s title or description, are both NBC’s and Gillette’s videos. And because the artist is not identified in either the title or the description, Samsung’s video blurs the definition. Nevertheless, because it looks like trackvertising and sounds like trackvertising, let’s include it in an expanded definition of the category.
And according to the author of Viral Marketing: The Science of Sharing, Dr. Karen Nelson-Field, this combination of music and visual content evokes feelings of exhilaration, which prompts people to share videos more than any other high arousal positive emotion. Well, then they are more likely to make an impact with a well-edited trackvert than with live video streaming, if video marketers are trying to move the needle on brand objectives like awareness, perception, and interest, or they are trying to “put butts in seats” BEFORE an upcoming tent-pole event.
FOMO! Video Marketing Secret Weapon:
But, the best practices and strategies change when the tent-pole event kicks off. Why? Now because in real-time, everything worth seeing is happening. And The Fear of missing out (FOMO) is this triggers a new emotion. Many viewers experience anxiety that an exciting or interesting event might recently be happening elsewhere, often aroused by posts seen on a social media website during a tent-pole event. For instance, on Saturday, Aug when Samir Ait Said, a French gymnast, after landing awkwardly during his vault routine, broke his left leg at the knee, I missed the moment. (Warning: graphic content, obviously).
And, in the schedule the description said, “Gymnastics, 1:30 P.M., Men’s qualifications: Subdivision 2. In the P.M. session, Men’s qualifications continue with the teams in subdivision 2. Subdivision 2 consists of: France, USA, Great Britain, Mixed Group 5 (Vietnam, Italy, People’s Republic of Korea, Hungary), Mixed Group 4 (Azerbaijan, Armenia, Chinese Taipei, New Zealand, Norway), and Germany.” In those 13 countries, outside of a small group of men’s gymnastics fans a live stream of that who would want to watch?
However, while medical personnel examined his shin, which was at a 90-degree angle to his knee after you had seen posts about the luckless 26-year old sitting stoically on the mat, who would not want to watch a live stream of that? Yes, to hear the sound of Said’s tibula breaking and hear spectators gasp, maybe it was too late. But, throughout the arena as the 26-year-old from France was borne off on a stretcher, you could have heard the prolonged ovation. And just maybe, you may have caught a glimpse of the Olympics staffers dropping his stretcher when they were loading Said into an ambulance.
Yes, by trackvertising that a whole different range of emotions than the psychological response generated. However, the agony of defeat is just as intense as the thrill of victory. And to check out the sideshows even at a three-ring circus, FOMO can compel people. Well, during a tent-pole event, how do video marketers tap into this different dynamic? So, for the Rio 2016 Olympic Games, NBCUniversal made decision to provide an unprecedented 6,755 hours of programming. That is about over 19 days, 356 hours of coverage per day. To finish airing it would take 281 days if the 6,755 hours of programming ran on one channel.
However, on NBC, only 260.5 hours of coverage will air. From 10 a.m. – 5 p.m. you can watch NBC’s coverage of the Olympics on a typical day ET during the daytime, ET during the evening from 8 p.m. – midnight, and ET late night from 12:35 a.m. – 1:35 a.m. The NBCSports Network (NBCSN) will present 330 hours of Olympic programming at the same time. The home of the Olympics in Spanish in the United States, TELEMUNDO and NBC UNIVERSO, will present 273.5 hours of coverage. The Men’s and Women’s Olympic Golf competition will be presented 115 hours by The Golf Channel. With 110.5 hours of programming from Rio, USA Network returns to the Summer Games. 94.5 hours of live coverage of Olympic tennis will televise by Bravo. 78.5 hours of Rio Olympic programming will be carried by MSNBC, including coverage of men’s basketball, soccer, beach volleyball, volleyball, rugby, and water polo, among other sports. 42 hours of Olympic coverage will be provided by CNBC. That is a lot of cable TV coverage. It adds up to 1,044 hours if you do the math.
However, where can you find the rest of the coverage of this tent-pole event? So, powered by Playmaker Media, NBCOlympics.com and the NBC Sports app is live streaming 4,500 total hours of Olympic competition. Yeah, that is all the events, all-to-wall, including last Saturday’s Men’s Gymnastics qualifications at 1:30 P.M. As many as 40 live streams are available simultaneously. The only thing was not streamed live was the opening ceremony, which was put online after an hour’s delay – to give NBC time to edit out some of the duller parts. Also to produce original content for the 2016 Rio Olympic Games, NBC is working with BuzzFeed and Snapchat. Meanwhile, up in Canada, more than 4000 hours of live streaming, interactive medal standings, news, photos and more from Rio, will be provided by the CBC. And with more than 3,000 hours of live coverage including 550 on BBC One and BBC Four, the BBC will be broadcasting up to 24 streams concurrently, over in the UK.
Well, DURING an event what lessons can video marketers learn about tent-pole programming? Mobile live streaming shines, this is place. Whether you have sent a team to cover the Olympics or an industry event as CES, arm them with a smartphone that can record video in 4K resolution (such as the iPhone 6s, or Samsung Galaxy S5, S6, or S7) and an app with the mobile live streaming feature (like Facebook, YouTube or Periscope). Well, you have got to shoot first and ask questions later in order to capture unexpected moments that may matter.
Lastly, AFTER a tent-pole event is over, there will be some people who are interested in new content. For instance, in sports, highlight reels are very popular. You can design a summary of the most important topics that were discussed or the new products that were introduced if you have covered an industry event. And when my old mentor, William B. Ziff, Jr., told me that too much attention is paid to events and not enough to trends. And these only emerge after a tent-pole event has ended many times. For example, at the 2012 London Olympics, in the first 90 days after publication this video of Usain Bolt winning the 100m Gold, although it uploaded to YouTube by the official Olympic channel generated 4.6M views, it has since attracted a further 13.6M views.
These post-event videos can tap into emotions as well as. However, the most intense ones are proud as punch, deeply nostalgic, or in-the-know. Okay, to put major events into some sort of context we are always trying. What is the story that we will share with people who were not there, or tell to children and grandchildren who are too young to remember the moment? That is generally something that a well-edited video can do much better than a live stream, although in real time, when someone who has witnessed history retells their story, I have watched in enchantment.
Well, when it is all over, how many people will watch the Rio 2016 Olympic Games online? So, comScore Video Metrix reported 4 years ago that there were 1.3 billion online video viewers of the London 2012 Olympics. Internet usage has risen by over a billion users since that time. Even faster, mobile has risen. And now mobile accounts for more than 50 percent of all video viewing worldwide. Taking all that into consideration, for the 2016 Rio Olympics, eMarketer estimates at least 1.5x growth in total video streams worldwide. That works out to be about 2.85 billion total video streams worldwide for the 2016 Rio Olympics if you do the math. That is bigger than a breadbox. And that is what makes this tent-pole event 1 that video marketers will want to keep their eyes on, on their smartphone using the NBC Sports app. So, just tell them “research” if anyone at work asks what you are doing.