Ah the World Cup. To some just a collection of football (or soccer to those across the pond) matches. But to brands. A huge, no make that HUGE, opportunity to score (geddit?) some extra revenue.
So what happened to video views during the World Cup? And what can we learn from that to inform online video strategy next time there’s a big global shindig?
A couple of headline stats stand out:
Online video views (typically) fell during match times
The most notable of these perhaps not surprisingly being during the World Cup Final. Video views fell by 31% while the match was aired.
Looks like the world’s attention was on the match, with people choosing to watch with friends and family as part of a social event. Taking a break from their online activities – at least for a little while.
Video views soar after each match
Now look what happened immediately following the game, 130% increase in video views – whew!
And we saw this across the board, with peaks in viewing figures swiftly following the majority of World Cup matches.
All of this suggest that rather than using online video during the match, fans turned online only after the whistle blew – choosing to relive the experience that way.
So, what does this tell us?
1. Are you prepared for drama?
Remember those surges in video views after each match? Well, the biggest surges tended to come after matches which saw particularly high drama or shocking outcomes:
- 89% hike in viewing figures following Cameroon vs Croatia, a match which saw a fight break out between Cameroon team mates Assou-Ekotto and Mkandio.
- 58% increase post Brazil vs Columbia, during this match Brazilian favorite Neymar sustained a back injury which put him out of the rest of the tournament.
- 57% after Spain vs Netherlands in which 2010 champions Spain crashed out.
To make the most of these moment you need to respond quickly. With any live event – not just football – there’s sure to be surprises in store (we saw this with Oreo’s speedy response to the SuperBowl blackout).
But, it’s not like you know in advance what’s going to happen during each game. So you need to have systems in place that allow you to react swiftly, which brings us to the first of our three key takeaways:
If you can’t supply your content quickly your audience may go elsewhere. Choose your tools carefully, it shouldn’t take more than a few clicks of a mouse button to get your videos live.
2. Can you handle the load?
So you manage to react to a big shock during whatever event is happening. But can you handle the traffic that brings your way?
Throughout the World Cup 67% of total video views were of sports videos.
In fact, Futbol Sites saw a whopping 300% increase in video views. And this just goes to show how much real world events can impact the online realm.
Futbol Sites is a network of football sites across Latin America so for them the World Cup was always gonna be a big deal.
Are there any real world events that your business is linked to? Perhaps you’re a cycling goods store and it’s Tour De France time, or maybe you’re a purveyor of tennis racquets during the US Open – whatever. Don’t underestimate the potential traffic gains.
Key takeaway: choose a global CDN that can handle a heavy load – you don’t want to crash under the weight of traffic that could come your way.
3. What will you do with all that traffic?
You’ve supplied relevant content, at just the right time. And your videos are streaming smoothly. Now what?
Having lots of video views is great… but what are you doing with those video views? How are you going to use them to help your business?
Let’s take a look at some examples:
1. Raise brand awareness.
Particularly if you’re news jacking some major worldwide event. People are probably looking for the kind of content you’re providing. And you should be seeing your video views rise. Make the most of it by making your video easy to share.
The aim here is to get as many people to watch as possible. By adding social sharing options to your videos you’ll encourage your viewers to spread the word across their social networks.
2. Raise revenue.
There’s tons of statistics about how people are more likely to buy products if they’ve watched a video about that product.
Great if you’re an eCommerce site selling football boots, for example: you’ve got a video covering the World Cup action, you got lots of people viewing that video. Be sure to include a call to action and link to said football boots to really squeeze conversions out of it.
But what if you’re not selling a product per se. What if, like Futbol Sites you’re more of a media or online publishing site?
You can still make money from your video with video advertising.
“Our sites showed the feeling, the atmosphere and the game at its best. With vzaar’s support we were able to capitalise on all of that growth with pre-roll video advertising in Latin America from advertisers such as Ford, Nike, Pringles, Gillette, Gatorade and more” – Emmanuel Serruya, Futbol Sites
You need to think strategically when you’re planning your video content to make sure you achieve whatever it is you’re hoping to – be it awareness, sales or advertising revenues.
Third and final take away: have a plan in place to maximise revenue from your video views and make sure you’ve got the tools you need to make it happen.
With gazillions of people all focused on one tournament it’s bound to have huge effects elsewhere. Next time there’s an event of this kind (Commonwealth Games anyone?) make sure you make the most of it.
You need to be able to react quickly, handle large amounts of traffic and have a plan in place to capitalise on that traffic.