Q&A: Checkd Media on how video content is paramount for engagement

Before Sam Allardyce rocked up at Elland Road in an ultimately unsuccessful bid to stave off Leeds United’s relegation from the Premier League, he was cherrypicked to lead William Hill’s latest podcast series, produced in tandem by Checkd Media, No Tippy Tappy Football with Sam Allardyce.

Big Sam, as he is affectionately known in footballing circles, returned every week as part of a video podcast series which garnered huge interest in the build up to last year’s World Cup and then throughout the remainder of the series.

Here, EGR speaks to Checkd Media’s UK media director Will Tyrrell on how the use of video-led content is now key for operators as part of marketing arsenals. Firms are always looking for a differentiator, and by bringing personality and regularity to potential punters, it can act as a strong sticking tool.

Tyrrell explains the efforts that go into planning video content with brand ambassadors, including adhering to the strict CAP code around appealing to under-18s, before delving into what makes video a success or not.

EGR: What benefits can the creation of engaging video content bring for operators?

Will Tyrrell (WT): Providing additional value for our operator partners in the form of engaging video content is a great way for them to stand out from the competition. The goal is to provide high-quality, polished content that resonates with an audience in terms of topicality and through the use of guests that have strong opinions. In creating this rich content, we are also able to significantly increase brand visibility – a key element, given that share of voice across social media is so strongly competitive.

Platform-specific video content also provides opportunities for operator brands to engage with a level of audience they wouldn’t typically be able to reach. If you take our No Tippy Tappy Football with Sam Allardyce campaign as an example, a campaign which started in the run-up to the World Cup and continued until the end of last season generated a total of 6.3 million branded views. That is a figure it would be otherwise very difficult for an operator to hit without going to huge expense.

EGR: How much planning goes into creating this sort of content for social channels and what are the key factors in selecting brand ambassadors?

WT: We have found that creating platform-specific content is essential. What works on Twitter, for example, won’t necessarily be as successful when published on Instagram, and vice versa. Another key element within planning is selecting the right brand ambassador for a particular campaign. Bringing someone in who has consistent media cut-through is something that we concentrate on and Sam Allardyce in particular is very adept at creating a stream of stories over an extended period. In the lead-up to the World Cup alone, content from No Tippy Tappy Football generated 154 pieces of media coverage.

Understandably, and rightly, there are obviously restrictions in place when it comes to choosing a brand ambassador currently working in sport. It’s a case of finding that sweet spot where you bring in someone with a big profile and personality who isn’t heard from every day. This was crucial for No Tippy Tappy Football, to the extent that the name of the podcast was devoted to Big Sam and his famous quote about how he prefers to see the game played.

EGR: We have seen the impact of short-form video content in terms of engagement on social channels, but what value does longer-form content have?

WT: To bring brand ambassadors on board in the first place, the opportunity to provide context in a longer format is very useful. That element of our video series certainly appealed to Sam Allardyce as the face of our content because it allowed him to present his ideas in full. On behalf of the viewer, keeping their attention for an extended period helps to ensure that a relationship is built up between them and the brand. That connection is boosted when they return each week to watch new episodes of the same series – in the same place and with the same sponsor. The idea is that it becomes appointment viewing.

EGR: How do you measure the success of such campaigns?

WT: There are several key metrics that are normally used to gauge the success of a campaign, including impressions, views, engagements rates, backlinks and comments. However, a key metric that makes an offering in our industry unique is measuring the stakes taken by an operator partner from a promoted bet. Video campaigns don’t have to simply be about brand awareness; they can also drive substantial betting activity from an engaged and enthusiastic audience. Producing content that has a direct betting association allows partners to see a true, tangible ROI with additional revenue generation.

EGR: We have come a long way in a short space of time, but how do you see video content evolving for the benefit of operators going forward?

WT: The majority of operators, certainly in the UK, are now producing video content on a regular basis whether it be long-form, short-form or a combination of both. It’s important, therefore, to stand out from the crowd so that budget is not wasted in this area. The more engaged an operator can be with its customer the better, so providing unique access and insight is key. 

One key area where I see video content evolving is in the production of more and more live content. At Checkd, we have plans in place to take No Tippy Tappy Football on the road during the upcoming season. Live audiences provide opportunities for customers to experience our content not only online with weekly shows, but also in-person at locations around the country. There is always an extra dimension to this type of content featuring real-time feedback from a live audience. Standing out from the competition is key in the UK market and any outside-the-box thinking, such as putting on live shows, provides alternative avenues towards building relationships with existing customers and potential new leads.