Ahead of the 2019 UK recorded music industry BRIT Awards in London, organiser BRIT Awards Ltd partnered with cloud-based video production, editing and distribution platform Grabyo to enhance its social video strategy and increase its content reach and audience engagement during the awards ceremony.
Working alongside content agency Somethin’ Else, Grabyo’s cloud video platform enabled the BRITs to share each special moment in real-time to Twitter, Facebook and Instagram. With the audience for The BRITs now across every platform, The BRITs used Grabyo to engage audiences across each of its various social channels.
According to Grabyo, engagement peaks when major events are live. The BRITs’ social video content reached 22 million people on the night, achieving 11.7 million views. The BRITs’ Instagram story received a total of 6.5 million video views alone.
Grabyo’s browser-based edit tools enabled the BRITs to create clips in real time, with a focus on social viewing using in square, vertical and horizontal video, delivering a tailored experience across its various social channels.
“We wanted to make sure the 2019 BRITs were accessible to everyone, no matter how fans were following along,” commented Giuseppe De Cristofano, Director of Digital for The BRITs. “The ceremony is a fantastic spectacle not to be missed, with so many great moments that people want to watch again and again. Our social media content shared through our work with Grabyo made sure everyone felt a part of the night and could come together as a community to celebrate the music.”
“The BRITs demonstrated how an effective real-time social video strategy engages consumers around live events,” added Gareth Capon, Grabyo CEO. “The reach of BRITs content during the night shows that this is what fans want. Consumers watching on TV are looking to join in the online conversation, while those not watching want instant updates and behind the scenes access. This demand is a real opportunity for brands to get involved, a chance to have an authentic relationship with the audience that extends beyond the TV.”
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