Wimbledon Reflections: 2015 tournament generates impressive social media video views, reports Grabyo
Social video specialist Grabyo has reported that the 2015 Wimbledon Championships generated more than 48 million video views aross Facebook and Twitter – up from 3.5 million last year – from a total of 173 clips shared across its Studio platform.
As part of its continuing efforts to deliver the best experience for Wimbledon fans, The All England Lawn Tennis Club (AELTC) first used social video platform Grabyo in 2014 to help enhance its social proposition with short, real-time video replays. Following the success of this project, AELTC chose to work with Grabyo again for the 2015 tournament.
This year, the AELTC utilised three live feeds from Centre Court, No.1 Court and No.2 Court – all of which were integrated with Grabyo Studio, the cloud-based real-time video platform. Grabyo used the Studio to post clips in native video formats on Facebook, Twitter and YouTube in addition to a Wimbledon-branded video gallery. This was managed by Grabyo and designed to work across all devices and screen sizes.
Among specific social media outlets, Facebook saw the largest number of Wimbledon video views with 44.7m views (92%), while there were 3.9m views (8%) on Twitter. Facebook’s share rose sharply from 42.9% of views in 2014, when Twitter took 40.6% and the Wimbledon.com based video gallery took 16.4%.
Results show that the most viewed clip of the tournament was a video of David Beckham catching a ball in the crowd, during the mens’ doubles semi-final between Jamie Murray/John Peers and Philipp Petzschner/Jonathan Erlich, which generated over 7.7m video views alone. The clip spread virally across social media, generating 565k likes, comments or shares on Facebook with an organic reach of 30m.
“We were very impressed by the growth in video consumption on both Facebook and Twitter since the tournament last year. The clips drove an incredible level of organic social media engagement and buzz, elevating awareness of the matches in-play and encouraging tennis fans to tune-in to the live broadcast,” comments Alexandra Willis, content and communications manager at the AELTC. “We see social media as our gateway to a younger generation and Grabyo allows to share highly viral videos on multiple social platforms.”
“These numbers speak volumes about the growth in video consumption on social platforms over the last year and the demand for content shared in real-time,” comments Gareth Capon, CEO at Grabyo. “It highlights the rapidly growing opportunity for rights holders as well as the need to take a cross-platform approach to social video distribution.”