Games, sports, news and Zyn TV verticals gain initiatives capable of keeping the broadcaster close to Brazilians
SBT goes where the people are, even on digital. On YouTube for ten years, the station expands its multiplatform audience organically, respecting the language of each network, with its own content and not as a replicator of the TV schedule. You need to understand how to be in the palm of kids’ hands, on people’s cell phones, comments digital content manager Carolina Gazal.
On TikTok, there are more than 8.3 million followers and 1 billion views. In 2021, the SBT channel on YouTube grew 24% compared to 2020, adding six billion views and almost 700 million hours watched.
Identification, frequency, structured narrative and appropriate hashtags ensure results strengthened since 2020. Instagram is inspirational, TikTok is fun, Twitter is conversation starter and, on YouTube and Facebook, we prioritize longer videos, because as soon as interaction occurs on these platforms, differentiates Caroline.
The investment in games is another front of the strategy. Interaction with the gamer community gains legitimacy with the Fortnite, Fifa, Mortal Kombat, Valorant, League of Legends (LOL) and Warzone championships held in 2021. The forecast is to close 2022 with a total of 12 competitions.
In November, the StageOn Arena was inaugurated, sponsored by Banco do Brasil, Giraffas and the Brazilian Industrial Development Agency (ABDI), in partnership with Redragon and Terabyte, and broadcast live on Twitch. For 2023, we want to hold a championship per month, face-to-face, anticipates Carolina.
At the other end of interaction with Generation Z is TV Zyn, SBT’s most watched channel on YouTube, with five million subscribers and more than 2.1 billion views.
Based on egalitarian and fun content, the vertical is also present on Facebook (about 1 million followers), Instagram (1.8 million), Twitter (1 million) and TikTok (2.8 million) plans to launch the podcast Queijo com Guava, in early 2023. We are going to start working on Romeu e Julieta, in partnership with Amazon, reveals Carolina.
Launched in 2020, it currently works with content aimed at fans of Poliana Moa. One of them the PoliCast, podcast of interviews hosted by influencers Ana Zimmerman and Nicholas Torres. Fans like extra content. It doesn’t exist anymore: Excuse me, I’m going to watch my soap opera, reminds Carolina.
I don’t paint Azamigas, with actresses Allana Lopes, Bel Moreira and Flvia Pavanelli, young people talk about careers, entrance exams and harassment. We do not promote feminism, but equality, stresses Carolina.
SBT seeks engagement in 2023 with cross media content, podcasts and videocasts, in addition to the sports and news verticals. With SBT News, the expectation is to produce live content over the internet. On YouTube, there are already five million subscribers and more than 2.5 billion views. Soon, this pillar will have new spaces for fintechs, agribusiness and ESG.
Libertadores, Champions League and Copa Conmebol Sudamericana also promise to reverberate unprecedented bids. O Futlive it has already become a post-game reference on YouTube and Twitch, exemplifies Carolina. Among the podcasts, Focus ESG stands out, which debuts this December.
SBT still has Dropados (games), Podcalizing (celebrities) and could be better (sade mental), alm do PoliCast?? Efforts in digital in 2023 will help SBT to optimize costs, gain autonomy in content production and strengthen its sustainable posture. Virtual scenarios are already included in the new strategy.
