#IBRAGRAM takes player/fan engagement to another level on Instagram
What better timing for man of the moment Zlatan Ibrahimovic to take over control of Manchester United’s Instagram account with #IBRAGRAM than directly after a hat trick against St-Etienne in the Europa League? Well that’s exactly what happened recently ⚽️⚽️⚽️.
Zlatan shared his Top 10 tips for how to be more like…. you guessed it, Zlatan. Life tips included how to master the man stare, to not be too serious, enjoy life, be confident, work hard, gain respect, keep practicing, be brilliant and look after your family 👏.
Using the Burst Insights Discovery Platform we have analysed each of the videos in the series. You can see below the best performing by engagement (the metric filter used here is likes on Instagram) below.
A core value at Burst Insights is that engagement is an undervalued metric compared to views. Why? View numbers can and are easily inflated whereas likes for example on Instagram is a true action of intent by a human who has interacted with a piece of content.
The top five videos posted to Instagram as part of the #IBRAGRAM series all topped over 130,000 likes per video.
The best performing by likes in this series ‘#2 Enjoy life like Zlatan’ is Manchester United’s 90th most liked video on Instagram EVER.
Out of a total 537 videos posted to Instagram it is already in the top 17% of MUFC videos.
It was a masterstroke media move bringing in a player of the global presence and stature of Zlatan Ibrahimovic which is reflected also in him already featuring twice in the top 10 Manchester United most liked videos all time on Instagram ever.
Paul Pogba features 4x which shows that in just half a season so far the two marquee signings brought in have featured in 60% of Manchester United’s most liked all time videos on Instagram. All within six months.
Here are three top tips all clubs can learn from this to eMUlate the social video success of the Red Devil’s:
Top Tip 1: Elevate the moment (but be there first)
Capture the key moments with your star assets and elevate them further with graphics and in this case an audio voiceover.
It means that even if the moment was seen previously, your club can put it through a lense that no-one will have enjoyed before, giving fans new and exclusive experiences.
Top Tip 2: Use the data to inform your video content strategy rather than gut feel.
Take a birds eye view on social video from around the world and discover what works for all the major sports teams around the world, tag the content with key trends and themes and benchmark your rival clubs versus your own performance. You will uncover key findings that will help inform and improve your own video content production and distribution. As an example, below is what you will see when searching for Manchester United within ‘Video Discovery’ in the Burst Insights Discovery Platform.
Top Tip 3: Find out the monetary value of your club’s social video content
‘Putting A Price On Social Video: First Edition’ has placed a commercial 💰 on creative 🎥 assets so you can not only know how much a club’s content is worth in social video but also benchmark this against all Premier League clubs from a full season of data (2015/16). Further leagues are planned at the end of this season, get in touch if that is of interest to you 🏆.
Manchester United topped the Premier League social video value table. Two clubs earned a £1m+ valuation on their 60 best performing social videos from last season, Manchester United (£1,130,625) and Chelsea (£1,086,000). Two additional clubs joined them in having an average video value above £10k, Liverpool (£16,304) and Arsenal (£16,050). Manchester City finished fifth in the value rankings, and was the only other club to have an estimated £1m+ value for their kit supplier across all of their 2015/16 social video posts.
Five Bonus Key Findings from the #IBRAGRAM series:
The best performing video by engagement at time of analysis, was video 3/11 ‘Enjoy Life’ which topped the table on both views (876,000+) and likes (197,423). It gave the video a 22.5% ratio of likes versus views. Coming in 2nd place was Smile and Work Hard in 3rd.
2. The video from the series which saw the highest ratio of likes versus views was ‘Master your man stare’ with a whopping 41% of viewers ‘liking’ it. It was however one of the lowest in views in the series and the only video not to break 100k likes.
3. The first video in the series (seen at the start of the article) performed poorly in terms of likes and mid table in terms of views in comparison to the rest of the series but was the second highest in number of comments, as fans were excited to see what Zlatan had to say. This is why just looking at views as a barometer of success is really just looking at the tip of the iceberg.
4. The most commented video is below with over 750 comments… and of course starts out with loads of Zlatan faces smiling 😀
5. The video with the least comments (185): (interestingly the only video where he talked about his time at Juventus with Fabio Capello. Perhaps the passionate Man United fans couldn’t get behind this as it has no reference to his time currently at Man United!
Go forth and prosper with these social video nuggets of success. After all, it’s what Zlatan would want.
