Unless you’ve been living under a rock then you probably have some knowledge of the upcoming fight between Floyd Mayweather Jr. and Conor McGregor this Saturday night. Whether you’re a fight fan or not, it promises to be entertaining if nothing else. Both fighters’ camps have done a great job of promoting that fact and one of their main weapons has been video content.
Now, the hype obviously has a lot to do with the styles and personalities of the fighters themselves and how those things are clashing in spectacular fashion, but that doesn’t mean that there aren’t also elements in the equation that you can’t take and learn from for your own video production.
After all, the general consensus is that it’s a clear mismatch, yet people are getting very excited about the fight nonetheless. Why? Well, we thought we’d break down the success that this fight’s promo videos have had so far to see if we can gain a better understanding of that and what we as videomakers, brands, marketers, etc., can take away from it.
Your content has to fit the form.
Look, if all it took to get a lot of people to watch your video content and share it was a distinct style and unique personality, then every videomaker with any hint of originality would be going viral, but that’s not the case. There’s just more to it than the people you choose to put in front of the camera.
And one of the other required ingredients is creating content that fits the form. Just take a look at Conor McGregor’s video success in general. It’s not just that he has a big, flashy personality but that his distinct personality and style match perfectly with the nature of online video and its viewers.
Yes, Mayweather has a decent social following of his own, but the truth is that McGregor is a more natural draw, which probably has a lot to do with the fact that his fans tend to be a bit younger than Mayweather’s. The point, though, is that the content McGregor naturally provides via video is a perfect fit for what online viewers want.
He makes wild fashion choices and has a quick wit which tends to lead to him blurting out memorable, funny, and, at times, offensive lines unexpectedly, not to mention the nature of his fights. They tend to be intense and, for the most part, short, usually ending in a knockout. Again, a perfect fit for today’s online video viewers.
People love live video.
Pre-fight press conferences have been a big part of the fight game for a long time now. Just look back at some of the late, great Muhammad Ali’s legendary press conference moments leading up to his fights. He was arguably the greatest hype man in the history boxing and that’s because he knew how much it ultimately mattered. That hasn’t changed.
If it had, then the world’s two current most famous fighters wouldn’t have made the press conferences such a big a part of their promotional strategies, and let’s face it, who was nearly as pumped for this bout before the press tour across Los Angeles, Toronto, New York, and London began as they were after it was complete? No one.
What has changed, however, are the ways that people were able to see these press conferences, namely via online video. The press conferences themselves were absolutely wild, yes, but it’s the fact that so many different communities were watching them live on so many different platforms that should be most eye-opening to videomakers.
What does that tell us? Well, it obviously says something about the importance of a multi-platform video strategy these days, but it also speaks to the growing value of live video. Anything could have happen at these press conferences. They weren’t scripted nor rehearsed, and that unpredictability is proving to be a huge part of the growing popularity of live video content.
So, if you haven’t yet started thinking about making live video a part, or bigger part, of your video production plan then it may be time to do so. No matter who you’re trying to connect your content with, they want live video content now, so it’s just up to you to decide how best to use it to reach them.
Engaging with the audience is key.
Like mentioned above, of the two fighters competing in this weekend’s match, Conor McGregor has proven himself to be a more natural fit for today’s online video audiences. However, while a lot of that has to do with the things discussed above, one aspect that wasn’t mentioned was his level of engagement.
McGregor engages with his viewers, fans, and followers regularly and actively makes himself available to them. That’s proving to be just as important to his social success as anything else and it’s something every videomaker, brand, and marketer can learn from. At the end of the day, it’s not just about the content you create and the message you send; it’s also about listening.
There’s just no excuse for failing to give your viewers, fans, followers, etc., an opportunity to be heard nowadays, no matter what you do nor your primary mission. For example, you could simply ask them the right question on one or all of your social pages, create a fill-in-the-caption or fill-in-the-blank post, or have some type of contest.
Your options are practically endless, but from there, you need to then let them know that you’re listening. Always do your part to ensure that it’s a two-way interaction. Yes, it’ll obviously help to keep the conversation going, but it’ll also encourage others to participate or start their own conversation, and that’s exactly what you want.
There’s always more to learn in video production & marketing.
While this weekend’s big fight has some particular relevance when it comes to video production because of how big a part of the promotion video content has been, the bottom line is that there’s always more to learn. Video production is just one of those industries that’s in a constant state of evolution.
The trick is to keep pace with the ever-changing preferences and expectations of the people you’re trying to reach. You can’t get complacent nor stagnant, ever, or you’ll just end up losing whatever viewers you’ve already gained rather than acquiring any new ones. We hope these tips help you keep up. Good luck and enjoy the fight!
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.