Facebook is all set to shareOlympic content on its platform. The social media firm is set to gain exclusive content for the forthcoming Olympics, including interviews, recaps, highlights and short-form videos to be shared on its core platform and Instagram, NBC announced in a press release. It must be noted that the social networking giant will not get the full live stream.
Facebook partnership includes Instagram also
This will be the third consecutive Olympics in which Facebook and NBC have come together, and this partnership is the first to include Instagram. The partnership also advances Facebook’s video-centric strategy.
Olympics content that the social networking giant will be gaining through this partnership includes: short-form video introduced on the NBC Olympics Facebook page, which will include a two-minute daily recap and interviews and other highlights. Facebook Live will be used to get interviews with NBC’s Olympics commentators and athletes on-site in Rio. It will be broadcast through the official NBC Olympics Facebook page.
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Instagram will show day by day slow-motion videos of inspiring movements and also content from NBC’s Olympics commentators and athletes on its account, @instagram, along with highlights from NBC videos on its search and explore channel.
Content on both these platforms will also be used to direct people to the straight TV coverage from NBC. The content by athletes, celebrities and newsmakers, etc. posted on Facebook and Instagram will be featured on NBC’s Olympics TV programs, including a daily segment featuring late night host Ryan Seacrest to draw attention to the most-talked-about content on social media.
Olympics: TV vs. social media
This partnership between Facebook and NBC’s Olympics linear TV feed content into each other and relates to modern consumers’ TV-seeing propensities, according to a recent study by Mindshare, which interviewed 1,034 adults across the nation.
The Mindshare survey found that approximately 88% of viewers prefer to watch the Olympic games live on TV, while 23% prefers to watch events live on a PC/desktop. About 40% said social media will be the first place to look for Olympic results if they miss an event.
About 56% of viewers aged 18-34 want to see brands giving background content on athletes and teams. This kind of content is appropriate for social media. Forty-seven percent say that mentions of the Olympics on social media encourage them more to view the event on TV.
Nevertheless, with all this content, Facebook users will get a holistic way to experience the games, thus bringing the company a step closer towards providing full coverage for the Olympics (hopefully in the future).