The Academy Awards on YouTube
The Academy Awards are Hollywood’s biggest night, bringing A-list celebrities to Los Angeles to celebrate the year’s achievements in film. Millions of viewers around the world tune in to watch, spending upwards of eight hours consuming red carpet, pre-show, and ceremony content. In recent years, YouTube has extended the Oscars viewing window beyond the end of February and turned what was previously appointment television into a year-round content juggernaut.
GROWTH OF THE ACADEMY AWARDS ONLINE
Since 2010, the Academy Awards on YouTube have grown mightily: viewership is up by 89%, and video uploads have increased by 900%. In 2013, the Academy Awards experienced a spike in viewership thanks to the popular Jennifer Lawrence, whose red carpet antics drove an additional 33 million views on YouTube. One clip of J-Law on the red carpet from ABC News has seen 10 million views, with 5 million coming in the first 48 hours. When something unexpected happens at the Oscars, people go to YouTube to watch it the next day.
HOW YOUR BRAND CAN PARTICIPATE
If you’d like your brand to capitalize on this surge in Oscars-related content, keep a few things in mind:
- Optimize: People can’t watch what they can’t find. Make sure your content’s metadata is properly optimized to allow for maximum discovery.
- Act decisively: When something spectacular happens at the Academy Awards, speed and precision are key. Don’t wait until the next day to join the conversation—post about it early. Just ask Oreo.
- Engage influencers: Use YouTube’s Top Fans feature to identify your top channel influencers and engage them early. Consider split-testing your messages across multiple groups. If you employ them properly, influencers will share your content like wildfire.