Logo Live With Johnny Sibilly is always by LGBTQ people, for LGBTQ people, and Sibilly’s intimate interview with Underwood is no exception. The twice-weekly Instagram Live show combines live segments and pre-taped interviews, taking the traditional linear talk/interview format directly to viewers’ smartphones for a fresh take on trending news through an unapologetically queer lens. With over 6 million views, three seasons, and multiple nods from The Shorty Awards, Logo Live further positions Logo as an innovative force in the saturated world of queer digital storytelling.
Our methodology was simple: Build on the successes of the previous season, invest in premium in-person interviews, a focused social media strategy, and increase production of short-form content. We took our pre-taped interviews off Zoom and in-person, having face-to-face conversations in a world ready to rejoin the world after a global pandemic. A streamlined talent selection with focused conversation and game segments gave our host and guest the ability to have in-depth discussions while having movements of joy. Creatively, we dedicated a budget to improve aesthetic appeal and visual quality for live segments, in addition to refreshing how we present our content across social platforms. And finally, we leaned into successful IP created during our first two seasons, with consistent segments such as “60-Second Stan” to give someone in the LGBTQ+ their flowers, “Are the Straights Okay” and “Moment of” to create a platform to discuss important community topics and pop culture news.
With the focus of our pre-taped interviews on YouTube and Facebook, with short-form breakouts on Twitter, Instagram, and TikTok driving to the longer piece, to focusing the bi-weekly live on Instagram. The key to Logo Live’s success is having a multi-platform presence and strategy.
Season three of Logo Live amassed 4M cross-platform video views, 258% above the previous season and 244% above our views goal. While our live series remains Instagram-first, our content strategy reached across multiple platforms. On YouTube alone, our views vs the prior season jumped 10,000%+ with engagements jumping 1,000%+. The multi-platform approach, with premium-looking content and breakouts tailor-made for each platform, led to the overwhelming success of the third season. Press coverage of our pre-taped interviews with Colton Underwood and our trailer reached competitive queer media brands Out and The Adovcate, as well as mainstream outlets like Huffington Post.
