Facebook is set to gain exclusive content for the upcoming Olympics, including interviews, highlights, recaps, and short-form videos posted on to Facebook and Instagram, but not full live streams of the competition, NBC announced in a press release last week.
This will give users a more holistic way to experience the games through TV and social media, and brings Facebook a step closer toward providing full coverage for the Olympics in the future.
The partnership advances Facebook's video-centric growth strategy. This is the third consecutive Olympics in which Facebook and NBC Olympics have partnered, and the first to include Facebook-owned Instagram. Some of the exclusive Olympics content that Facebook will be gaining through this partnership includes:
- The NBC Olympics Facebook page will feature short-form videos, including a two-minute daily recap video, and other highlights and interviews.
- Facebook Live will be used to capture interviews with NBC Olympics commentators and athletes on-site in Rio, which will be broadcasted through the official NBC Olympics Facebook page.
- Instagram will host a daily slow-motion video surrounding an inspiring moment, and will also feature content from NBC Olympics commentators and athletes on its own account, @instagram, and highlights from NBC videos on its Search & Explore channel.
Content on Facebook and Instagram will also be worked to funnel audiences to the NBC Olympics’ linear TV coverage. Olympics content posted to Facebook and Instagram by athletes, celebrities and newsmakers will feature in NBC Olympics’ TV programs, including a daily segment where late night host Ryan Seacrest highlights the most-talked about content from social media.
This set up – whereby Facebook and NBC Olympics’ linear TV content feed into each other – corresponds to modern consumers' TV-viewing habits, as illustrated in a recent study by Mindshare which surveyed 1,034 adults nationwide.
- Most will watch the Olympics live on TV. Eighty-eight percent of Olympics viewers plan to watch the games on TV, and 23% say that they will watch the events live on PC/desktop.
- Viewers will turn to social media for highlights. Forty percent say that if they miss an event, the first place they look for Olympics results will be on social media.
- Millennials want behind-the-scenes content. Fifty-six percent of viewers ages 18-34 want to see brands provide behind-the-scenes content on athletes and teams during the Olympics. This type of content is well-suited for social media.
- Social media and TV are complementary. Forty-seven percent of viewers say that seeing the Olympics mentioned on social media makes them want to tune in to the Olympics more on TV, and this figure rises as income increases.
Originally posted on Business Insider.