YouTube Channel of the Month: Confederation of European Volleyball
Volleyball Europe have been building their YouTube channel over the past year, and have been regularly using the YouTube Livestream platform, YouTube Live, to share their tournaments so that they can be viewed in real time.
The success of Volleyball Europe’s YouTube channel comes from their dedication to regularly produce live content that has been purposefully optimised whilst upholding the best practices for live stream content. They have utilised YouTube Live to build their online community, creating avid audiences and brand advocates for their sport.
Here are 5 examples of how Volleyball Europe are taking advantage of YouTube Live to connect with their audience and share a culture of innovation across the volleyball community.
1. Their livestreams are…
Accessible
Volleyball Europe frequently use YouTube Live to share different matches across Europe with their community. They use the best practices of YouTube SEO to optimise their videos and livestreams. Through their title structure and thumbnail design, viewers can instantly recognise when a video is live.
Inclusive
They always provide content that is inclusive for all their audiences. They embed their livestreams within their marketing strategy, using different social media platforms to amplify the events, ensuring existing and new audiences don’t miss them. Having a majority of their content which is accessible and free brings in a larger audience to the sport.
Regular
They have regular content delivery and will share upcoming livestreams at least a day before they go live, allowing their viewers to plan their viewing at the appropriate time. This regularity and structure creates a community within their audience and encourages regular repeat viewing.
2. Their channel structure is…
Adaptable
The channel is always adapted to suit upcoming livestream matches, whether they show a full match livestream at the top of the page or place an upcoming livestream shelf there instead. When livestreams aren’t taking place, Volleyball Europe dedicate their channel trailer to a video that promotes their channel’s purpose, inspiring their audience to watch more content on their channel.
Organised
The structure is organised so it is easy to find specific matches or tournaments on their homepage. Structure is important for viewers as it provides consistency and familiarity of the channel, encouraging viewers to engage longer with the channel’s content.
Professional
Volleyball Europe are a professional institution where the reputation of Volleyball across Europe and the rest of the world is at the forefront of everything they do. Their channel homepage and structure mirror this professionalism. Their channel banner and logo uses their official logo, and colour scheme; and is continued throughout the rest of the channel and video content. They also provide their viewers with an informative about us section, which explains the institution and also provides links to send viewers to their website and further social media for more information.
3.
Their Shorts are…
Engaging
Volleyball Europe use exciting match highlights in their YouTube Shorts to engage with different audiences. They share key moments from their events, and a range of highlights from different matches within a tournament. These shorts attract new audiences but also add valuable content for their existing viewership.
Scroll-stopping
The content’s intention is to stop viewers from scrolling. By using key terms and phrases in their descriptions and short and snappy titles, viewers can be hooked in by certain commentary before they’ve even seen the video take place. They also use specific hashtags so that they can be easily discovered, creating more opportunity to appear on different viewers’ feeds.
Clear
YouTube Shorts have become a great addition to the way people can consume sport fixtures. It enables viewers to have a clear and comprehensive round up of all the matches that can easily be viewed on the go. Volleyball Europe regularly share specific moments and key highlights from matches in a shortened form to create another space for fans and viewers to watch different parts of the live events without needing to watch the full match.
5. Their Content Strategy is…
Educational
Not only do they have live matches, but the channel also provides an educational aspect where viewers can learn more about the game. Using volleyball professionals and players, their channel has content that entertains, educates and promotes the sport to new audiences.
Specific
The content is specific to the sport, and it creates a niche space for viewers to enjoy different types of content. They also simplify different parts of the gameplay in their videos so they can be accessible for everyone.
Structured
All their videos have a clear structure, so that viewers know what to expect week to week, which is something that will always encourage viewers to return. After a full match has been released, viewers can always expect shorter videos with more detail on specific key moments, as well as their rundown show hosted by a volleyball professional.
YouTube has become one of the leading destinations for sports fans, allowing deeper coverage than ever before. It is important that the channel optimisation for a sporting YouTube channel is always considered so they can produce high quality content that is easily found.
A big well done to the Confederation of European Volleyball for their brilliant work on YouTube Live, making live sporting events accessible for everyone!
Come back in June to find out who we have awarded brand of the month to next!
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