Los Angeles Chargers YouTube Presence
The 6th Annual Awards
- YouTube Presence
ABOUT THIS ENTRY
The Chargers Youtube channel ranked #1 in total views amongst all US Pro Sports teams for all of 2023. With content ranging from a long-form documentary series to seconds-long viral shorts, Chargers YouTube set the precedent for the industry while cultivating an engaged audience across a wide range of content pieces produced for the fans.
How does this represent “Excellence in Engagement”?
Every day we aim to put out the best videos possible that evoke emotion and inspire interest in the Chargers as an organization. This year we have maintained the highest viewership amongst the NFL and have one of the fastest growing on YouTube, proving that our channel is independently successful despite our losing football record this season.
In mastering a multidisciplinary approach to our page, in which high-production documentaries appear next to phone-filmed comedic shorts, we have been able to tap into audiences across a range of demographics. Storytelling has revealed itself as one of our greatest strengths and it is a skill to be able to vary in tone and theme while preserving our brand identity.
It is a challenge to keep viewership up when on-field performance isn’t where we want it to be, but we have managed to not let our relevance slip away. Due to our strong brand voice, range in capabilities, and ability to execute, we have been able to evoke engagement and interest in a time where, on paper, nobody would believe we could.
Objective
Every day we aim to put out the best videos possible that evoke emotion and inspire interest in the Chargers as an organization. This year we have maintained the highest viewership amongst the NFL and have one of the fastest growing on YouTube, proving that our channel is independently successful despite our losing football record this season.
In mastering a multidisciplinary approach to our page, in which high-production documentaries appear next to phone-filmed comedic shorts, we have been able to tap into audiences across a range of demographics. Storytelling has revealed itself as one of our greatest strengths and it is a skill to be able to vary in tone and theme while preserving our brand identity.
It is a challenge to keep viewership up when on-field performance isn’t where we want it to be, but we have managed to not let our relevance slip away. Due to our strong brand voice, range in capabilities, and ability to execute, we have been able to evoke engagement and interest in a time where, on paper, nobody would believe we could.
Strategy & Execution
Due to platform and viewership trends, we prioritize short-form, vertical content. We committed to posting 6 shorts each day during the season to maximize our ability to reach new and existing audiences.
This increase was a challenge but it pushed us creatively to broaden the scope and reach of our channel. For example, “the straw challenge” aimed to increase views among a younger demographic and engage audiences who may be unfamiliar with football. Whereas “don’t get on Rivers’ bad side” evoked nostalgia from our longterm fans by featuring former players.
We also produce unique branded content that brings in potential new fans from different content genres such as Truth or Dab, a spin-off of the famous “Hot Ones” YouTube series. These videos lean into our comedic brand voice and offer fans an avenue to further understand our players off the field while capitalizing on familiarity with existing content series.
The channel also brings fans a step closer to the action giving an inside look into a side of football they would not otherwise have the opportunity to see. Our “All In” docu-series delves into the teams challenges and triumphs on and off the field, fostering a deeper connection with fans.
Organizations
- Los Angeles Chargers
Links
Credits
Tyler Pino
Senior Director, Production
Los Angeles Chargers
Carly Gough
Senior Producer, Features and Branded Content
Los Angeles Chargers
Paige Vinnicombe
Producer/Editor, Features and Branded Content
Los Angeles Chargers
Brian Raab
Producer/Editor, Features and Branded Content
Los Angeles Chargers
Benjamin Chairnoff
Associate Producer/Editor, Features and Branded Content
Los Angeles Chargers
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
