Create Share Engage 2024: Expert panellists to discuss best practice for 9:16 content production

A key focus of SVG Europe’s Create Share Engage 2024 event on 23 May in London will be mobile-first content, and how best to produce it for platforms such as TikTok, Instagram and Shorts.

In a masterclass session, Tim Stott, HBS, Executive Producer Digital, Katie Matthews, Little Dot Sport, Partnerships Director and Alexander Mölders, Sky Sport, Director of Concepts & Performance will all share their experience and insight.

When SVG Europe spoke to panellist Stott last year about the 9:16 content produced for the Rugby World Cup 2023, he revealed that it varied widely, catering to a broad range of broadcaster preferences.

“The higher-end promos have worked well, and likewise, the lower-end production stuff, like the videos from behind the try line, have also done great,” he said.

Broadcasters leverage these clips on their social media channels, creating a continuous stream of engaging content. Moreover, the HBS team recognised the significance of offering unique perspectives to the audience.

Stott elaborated: “We want people to look at that angle and say, ‘that’s not something I get when I watch TV.’ Or for generation TikTok, ‘I don’t want the same angle that my Dad’s getting while he’s watching the match on TV.’”

“The raw, handheld, short, immediate, swipeable, behind-the-scenes vibes very much fit TikTok,” Stott continued.

His team captures candid moments that resemble a fan sneaking into the ground or onto the pitch with a phone, further enhancing the immediacy and authenticity of the content.

He cited an example (below) of England prop Joe Marler providing a “simply wonderful free grab at the start of the tournament, which got amazing traction.”

For insight like this, register for Create Share Engage 2024 which takes place in London on 23 May. To find out more visit:

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