A guy with a scarf Ep. 23: Paola Marinone - 4 key Recipes for Sport Organizations on YouTube
YouTube Offers Big Potential for Sports Industry, But Often Overlooked
In a recent interview on the podcast “A Guy with a Scarf,” Paola Marinone, CEO of BuzzMyVideos, discussed how sports organizations can better leverage YouTube in 2023 and beyond. She highlighted that while YouTube brings massive audiences across demographics and countries, it remains an underestimated platform in the sports world.
Marinone outlined four key "recipes" sports entities should consider to capitalize on YouTube opportunities:
Double Down on YouTube Shorts With Shorts bringing in unprecedented viewership, Marinone stressed that "quantity and frequency is winning big time compared to the quality" for now. Sports organizations should repurpose existing content and churn out new Shorts rapidly, even if rough around the edges.
"It's not going to be that way forever...But now it's really a matter of really double down on quantity and frequency that really pays off," she said.
Explore New Live Streaming Features YouTube will be pushing live streaming hard in 2024. Beyond broadcasting matches, sports teams can live stream commentary, behind-the-scenes looks and more. With YouTube launching better monetization via mid-roll ads and improved analytics, sports entities conducting frequent live streams can capitalize.
Unlock Your Archive’s Potential As Marinone noted, "Archive is gold." Sports have a treasure trove of historical content that can drive views and revenue for years via video SEO, highlights, creator collaborations and more. She used the analogy of an iconic musician's catalog outperforming new releases to demonstrate evergreen prospects.
Consider YouTube Memberships Over Building Own OTT Rather than build a proprietary over-the-top streaming service, sports organizations can leverage YouTube's built-in subscription option. This allows serving some content to the general audience while putting premium videos behind a paywall, avoiding disruptive off-site pushes.
In summarizing why sports industry players turn to her company BuzzMyVideos for YouTube solutions, Marinone said they provide the "technology to do the boring but very important stuff" like optimization while also advising on strategy. She pointed to their self-serve FullScore platform as well as custom enterprise services.
As Marinone concluded, "There is potential for you to be making like new rich in terms of audience or new revenue..." But only by asking the right questions first. Sports entities that dismiss or overlook YouTube may be leaving money on the table along with next-gen fan connections. By following her "recipes," teams and leagues can level up their YouTube game.