In 2023, Bright Side, with a legacy of providing educational and entertaining content, aimed to reach a broader global audience through innovative content and format diversification, tapping into trends and niches, improving our CMS, and extending our brand onto gaming platforms.
1. Global Audience Growth:
Expanding our global follower base on platforms like TikTok and YouTube Shorts, namely to reach 900k followers on TikTok.
2. Content Diversification and Engagement:
Develop a broad spectrum of content types, including educational, entertainment, and interactive segments, to cater to diverse audience interests across multiple platforms. We aimed to increase views on our short-form content on Facebook across our Bright Side pages by over 75%.
3. Introduction of Long-Format Content:
Introduce longer video formats for streaming and television platforms, addressing viewers' preferences for more detailed and immersive content experiences. We targeted a 5% increase in time spent watching our English Bright Side channel on TV compared to 2022.
4. Focus on Trending Topics and Niche Content:
Concentrate on topics like AI and develop niche content streams to align with shifts in viewer interests. We aimed to double the average view time on the Bright Side English YouTube channel compared to the previous year.
5. Efficient Content Management Using Internal Tech:
Utilize internal CMS for effective categorization and optimization of our extensive content archive to streamline content production and distribution.
6. Game Launches
Successfully launch the 'Bright Side Riddles & Puzzles' and 'Bright Side Quizzes' interactive games that merge education and entertainment, extending the brand into gaming.
Our Overall Strategy:
Bright Side's 2023 campaign was a sophisticated blend of content innovation, audience engagement, and platform diversification, with a key focus on both short and long-form content.
1. Expanding into Longer Video Formats:
We strategically expanded our content into longer formats for TV and streaming platforms like Roku and RiverTV. This included adapting our existing content and developing new materials to suit the preferences of a TV-viewing audience.
Simultaneously, we explored increasing the length of our videos to cater to evolving audience preferences, utilizing 60-to-180-minute formats and live streams.
2. Enhancing Short-Form Content on Trending Topics:
Simultaneously, we bolstered our short-form content on platforms like Facebook, TikTok, and YouTube Shorts. We crafted our approach to resonate with the trends and dynamics of these platforms, aiming to increase engagement and followers.
In addition, we tapped into current trends, particularly in areas like Artificial Intelligence, to maintain relevance and viewer engagement.
3. Niche Channel Development on YouTube:
We expanded our YouTube presence by developing niche channels like Bright Side Quizzes, Bright Side Choice, and Bright Side Series, focusing on specific themes like riddles and space exploration. This approach allowed us to cater to varied audience interests and stay ahead of the content curve.
4. Leveraging Technology for Content Optimization:
Utilizing our internal content management system we efficiently managed our extensive content library. This technology allowed us to optimize content for different formats and platforms.
In addition, we also optimized our SEO processes, ensuring our content remained relevant and easily discoverable.
5. Game Launches with Strategic Marketing:
The launch of 'Bright Side Riddles & Puzzles' and 'Bright Side Quizzes' marked our foray into the gaming space, supported by multi-platform social media campaigns to engage our audience further.
Challenges:
Managing Content Diversity and Volume: Balancing the creation of both short and long-form content presented logistical challenges. We streamlined this process using our internal content management system, ensuring efficient content optimization.
Adapting to Audience Preferences: Understanding and adapting to changing audience trends, especially on dynamic platforms like TikTok, required constant analysis and agility in our content strategy.
Developing Engaging Niche Content: Crafting compelling content for our niche channels demanded a deep understanding of specific audience segments and their interests.
Conclusion:
The multi-faceted strategy of Bright Side in 2023 exemplified our commitment to delivering diverse, engaging, and innovative content across various platforms.
By effectively repurposing our content for both short and long formats and venturing into niche channels, we aimed to enhance our multi-platform presence through strategic efforts to not only broaden our global reach but also fortify our position as a leading provider of educational and entertaining digital content.
1. Global Audience Growth:
Our aim was to reach 900k followers on TikTok, and we almost hit 1 million, currently standing at 991k.
2. Content Diversification and Engagement:
Our strategy to increase views on short-form content on Facebook was remarkably successful, with a +135% year-over-year growth, surpassing our 75% goal.
3. Introduction of Long-Format Content:
We targeted a 5% increase (vs 2022) in time spent watching our English Bright Side channel on TV. We achieved 6%, indicating a successful shift to longer video formats and deeper viewer engagement.
We also formed partnerships with numerous global streaming and television platforms, including:
4. Focus on Trending Topics and Niche Content:
As compared to 2022, we doubled the average Shorts view time on the Bright Side English YouTube channel.
This was not isolated to one successful quarter as it saw improvement throughout the year.
5. Efficient Content Management Using Internal Tech:
Our internal CMS allowed us to manage our extensive content library efficiently without significantly increasing production costs.
6. Game Launches:
The successful launches extended our brand onto major gaming platforms including Nintendo Switch, Microsoft Xbox, Steam, and PlayStation 4, all supported by multi-platform social media campaigns.
Overall, the strategic focus on diverse content formats, combined with efficient content management and innovative gaming ventures, contributed to a substantial increase in global audience engagement and brand growth for Bright Side.
