The Opportunity
Meet Bsblr. This media powerhouse is the highest-engagement baseball media company in the world, outside of the MLB itself. With nearly 10 million followers across platforms and millions of impressions generated every week, they came to us needing help strengthening their brand identity and launching their podcast, The Bsblr Show.
Two untapped platforms.
This client already had the team and content volume to execute well. Our job was to breach a new market in podcast listeners, through the creation of brand new social media pages built specifically for the show. We started with a full audit of Bsblr’s presence across platforms, paired with extensive competitor analysis to see where the real opportunity was sitting. Two platforms stood out immediately, TikTok and YouTube, both carrying massive potential that Bsblr hadn’t tapped into yet.
For a brand built on sports content, in a media landscape where streaming companies are constantly fighting over who gets to control access to that content, YouTube was the clearest way in. It accounts for over 13 percent of all US television viewing, more than the next four platforms combined, and YouTube Shorts alone generate more than 70 billion views a day.
For a company whose revenue runs primarily through advertising, that mattered even more, because YouTube pays its creators the way a television network pays its talent. We knew we were looking at something that could turn into real revenue for the business if we built it the right way.
We hit the ground running.
We came in for four months. The first two were spent almost entirely on research and strategy, and the second two were spent on execution. When it came time to start posting, we hit the ground hard, posting up to 3x a day, every day, without exception. Alongside that volume, we ran ongoing analysis to understand exactly why certain posts were performing, tracking variables like podcast guest, the amount of broadcast footage used, and the verbal hooks opening each piece. Whatever was working, we doubled down on it and pushed it further.
This document is where we manually tracked everything, and how we knew what to double down on.
From 0 to 1M.
Starting from brand new YouTube and TikTok accounts, we hit monetization on YouTube, 1,000 subscribers and 4,000 watch hours or 10 million Shorts views, and crossed 1 million likes on TikTok in just 40 days.
This was in no way easy work because it rode on the coattails of a bigger empire. Half of the job was building an audience from scratch, because this side of the brand came with its own voice, tone, and style of content that didn’t exist yet anywhere else in their presence.
Two platforms that had been sitting completely untapped, despite the size of the following behind them everywhere else, were finally producing at a pace that matched the size of the brand they actually were, and in the process, uncovered two entirely new revenue streams.
Is there a platform your brand hasn’t touched yet?
We create emotionally compelling, narrative-led visual content that moves your target audience to take action.