For most of 2024 we didn't have new episodes of Yellowstone airing, but the majority of our content was building to the epic return on November 10, 2024. Our main objective was to support the show with our always-on strategy, and ultimately drive tune-in and viewers to the 5B premiere and the duration of the season.
The details surrounding season 5B were kept very secretive. And as such, we weren't able to rely on some of our tried and true content series. Nor were we able to share new content ahead of episodes. So we leaned into vertical video (clips, memes, music) and scenic unit images were the bread and butter for the Yellowstone social platforms. We used research insights to select top performing content from earlier seasons. These formats help us achieve an always-on publishing strategy and helped bridge the gap until the back half of the year when we were able to pivot to driving awareness and tune-in surrounding the show's epic return on November 10.
On YouTube, we prioritized long-form video uploads to the main Yellowstone channel, and really leaned into YouTube vertical shorts, which now can publish videos in length up to three minutes. On both Instagram and Facebook, we prioritized Reels and short-form content. On Instagram, we utilized some of our incredible photography, with an emphasis on photo carousels to drive fan engagement. And on TikTok, in additional to traditional short-form clips, we leaned heavily into trending audio and recap videos to drive both views and engagement.
Throughout Season 5B (11/4 – 12/15) Yellowstone social accounts generated 22.2 engagements (+68% vs. S5A) and over 575M views (+103% vs. S5A), making S5B Yellowstone's Most Social Season ever! (Source: Domo, 11/4/24 – 12/15/24)
TikTok accounted for the highest percentage of views this season (29% of total) while Instagram drove the most engagement across platforms (47% of total). (Source: Domo, 11/4/24 – 12/15/24)
