STRATEGIES BEHIND INSTAGRAMYash Mehta - Marta Molesini - Chalita Uvimolchai

Annika Lange - Atul Sharma - Apple Guoying Zhong

Executive Summary

MTV: From TV channel to

Global Entertainment

Network

Young viewers shift to

Digital Media, and MTV is following

Mission:Entertaining, Engaging &

Killing Boring

Observation: Innovative

Content triggers Engagement on

Instagram

Improve strong content with

Live Features &Engaging Topics

“We are the biggest and boldest youth entertainment

brand on the planet”

This is where they are at:

◉ American TV channel owned by Viacom◉ Music channel turned Entertainment network◉ Global network reaching more than half a billion households◉ Target: Young viewers 15 years+ → average consumer age is 23 y/o◉ Original & syndicated programming and films, music videos◉ Competitors: E! Online, FuseTV, YouTube, Buzzfeed

SWOT

● Leading Youth Entertainment Channel

● Established Brand● Global Audience ● Diverse Programming● MTV VMA’s● Strong Social Media

Presence + diverse Accounts

S W O T● Criticism on change of

focus (away from music)● Cultural

misunderstandings in the past

● Content can be overbearing

● Room for growth on Social Channels

● Target Audience = Digital Natives

● Popularity of live streams on Social channels

● Moral criticism from Parents TV Council

● Rising digital competition● Audience will “grow out”

of MTV● Young viewers shift to

digital media

49 MillionFacebook Fans

7.3 MillionInstagram Followers

14.8 MillionTwitter Followers

“

At MTV, our mission is to

KILL BORING. More than anything, we

ENTERTAIN WHEREVER AND WHENEVER.We get people talking and

FUEL THE POP CULTURE CONVERSATION.

What types of content can effectively trigger engagement with the target audience?

Research Question

Here’s what MTV posts:

REGRAMS FILL IN THE BLANK WCW, MCM COLLAGES

#NEEDTOKNOW POLLS SHOW PROMO EVENTS

Here’s what MTV posts:

SHOW QUOTES SONG LYRICS CELEB QUOTES

SHOW MEMES SOCIAL ISSUES

How is the content performing? ◉ Excel Analysis of 100 MTV Instagram Posts:

It’s about entertaining & engaging:

◉ 9-10 Posts per Day → every 2 hours ◉ Average Likes: 36,000◉ Average Comments: 200 ◉ Hashtags:

○ #NeedToKnow○ #DinnerWithFriends○ #TBT, #WCW, #MCM, #MondayMotivation

#RidicFridays

And here’s what works best:

16.2K 1.118 10.8K 824

20.3K 87820.3K 878 177K

If you’re good, become better!

KNOW YOUR STRENGTH

◉ Active Audience responds well to CTA content

◉ Videos motivate engagement

◉ Loyalty towards original programs

GROW YOUR STRENGTH

◉ Use new features (Stories, Live)

◉ Grow with your audience & take part in the conversation

◉ Create branded Hashtag

GROW YOUR AUDIENCE

◉ UG Content fuels Engagement (f.e. Contests)

◉ Cross-Channel Integration to increase following

◉ Use Instagram for Entertainment AND Promotion

Any questions ?You can find us on Twitter and Instagram:

◉ @msannilange◉ @TheMeht◉ @AtulSharma_24 | @atulsharma.24◉ @smartuuzz | @martuuzz◉ @gyzhong | @launamela◉ @cindyuvimolchai | @uvicindy

Thanks!

References

◉ About MTV: https://careers.vimn.com/about-mtv◉ Competitive Analysis:

http://www.hoovers.com/company-information/cs/competition.mtv_networks_inc.128fec32c107a6b7.html

◉ Market Analysis: http://www.mbaskool.com/brandguide/media-and-entertainment/688-mtv.html