Still Game Clips Media Channel

We offer a complete marketing package, including the creation of profile branding, content planning, video content creation, content discoverability and audience retention. We use monthly reports to continually adapt our content strategy to align with the interests of the audience.

The main deliverables of the project were centred around three key aims: 1) Building a new audience 2) Creating a new revenue stream 3) Being a dedicated marketing partner to manage and grow the channel.

Establishing the Digital Presence

We started the project off by reviewing the content available in the catalogue and assessing its suitability for social media. We found scenes, characters, storylines and moments that are noteworthy and can gain some traction on social media. As Still Game is a sitcom, we found plenty of character compilation ideas as well as many classic scenes and short one-liner opportunities.

The profiles were created on a selection of social media platforms such as YouTube, Facebook, Instagram and TikTok. We created content that is transferable across multiple platforms as well as catering to specific platform niches. For example, Instagram had some high-quality photos of the episodes ahead. Whereas, TikTok and YouTube Shorts used short mobile videos that introduced a larger scene from the show.

We maintained a consistent presence across each platform by creating professional channel branding, artwork, thumbnails and graphical assets. We added consistent post descriptions and comments that were in line with the tone of the original show. Using our suite of design and video editing software, we transformed the show archive into shareable, engaging social content, including iconic scenes, memorable one-liners, character / themed compilations and episode highlights.

Publish and Showcase

When uploading content to social media, we encourage algorithms to push the content to suitable viewers by optimising titles, descriptions, hashtags, playlists and other metadata to improve the potential to reach new audiences. The description varies depending on the type of video. For instance, the one-liners would feature a well-known catchphrase from the show, whereas an episode would have a longer description in the style of a television synopsis.

We plan and schedule content around a consistent publishing strategy, publishing at the days and times when the audience is most likely to engage. For instance, we arranged an episode on each Friday night as the backbone of the channel. We also released a larger compilation video on a Sunday evening, as weekend evenings were a popular viewing time for the audience during their free time. Finally, we kept the engagement going during the week by releasing some short videos at midday for the audience to watch during their lunch break.

Outwith the standard videos that were published on social media, we added extra content to the channel to improve audience engagement. For instance, we created some audience polls to get feedback and suggestions, where the viewers could pick the next compilation video. This was useful when creating custom videos and empowering the audience by giving them an element of control over the video content created. We engaged with the audience by liking some humorous comments and providing followers with an incentive to provide engaging comments on each post. This way, the comments section of each video could be part of the fun and engaging environment the channel aimed to create.

Analyse and Refine

To grow the audience, we monitor the results in a monthly report on Google Data Studio. We collect data from all the platforms the channel is active on and consolidate the insights into one streamlined report. We then assess how much audience engagement is given to each post, such as likes, views, comments and shares. After viewing the results, we adjust the strategy according to which content performs the best, such as video format, video content, video duration or day and time of posting.

In addition to the report, we created a private wiki where staff involved in the project could detail the steps in each part of the process. This way, multiple people could work on the project to a high standard by describing all the steps required for success. Similar to the reports, the social media platforms continued to evolve and offered an opportunity to improve the reach of the content. For example, Facebook enabled the option to add tags to the videos. After this change to the process, we could use the reports to see the incremental changes come into play and have a positive effect on audience engagement.

End Outcomes

Overall, the project was a great success as we extended the reach of the show to over 100,000 followers across multiple platforms. We built on the legacy of the show by bringing it a new audience with over 5 million video views per month. Additional revenue opportunities were opened up as well, with 4-figure income from monetisation opportunities on social media.

In terms of potential future concepts, the channel could expand the number of content days from five to seven to improve audience engagement. The longer episode and compilation videos could have longer previews on social media to provide more advertisement opportunities. Finally, the channel could improve social conscience by becoming an affiliate of a relevant charity such as Age UK.

Are you ready to get started on a project of our own? We would love to hear from you. Please head over to the Contact Us page and start our conversation.