Disney is currently publishing more than 6,000 pieces of content every month across its marketing channels and claims that it has a core team of “digitologists” who create and tailor authentic videos, images and articles based on current trends to reach their biggest fans.
In a new interview with media magazine Adweek, Disney lifts the lid on its content marketing efforts and reveals how it continues to engage effectively with its millennial audience. It claims that being in tune with how its audience evolves is critical, as this enables the Disney brand to remain relevant with every age group, from kids to parents.
For those aged between 13 and 34, Disney currently uses its Oh My Disney initiative to reach fans via quizzes, news, video, art and more across channels including Facebook, Twitter and Instagram. However, this is just the tip of the iceberg, as the entertainment giant is now creating a wealth of content each month for social and messaging platforms and its own websites.
“We produce over 6,000 pieces of content per month across all of our channels,” Disney Consumer Products and Interactive Media EVP of Content and Media Andrew Sugerman said. He added that it is a joy to connect the legacy of much-loved 80-year-old characters and stories to today’s audience through relevant and engaging content.
Disney now has an estimated 1.7 billion followers across its platforms, and it provides around 125 million engagements on a monthly basis. Video is a core component of its content campaigns, but it favours more creative clips rather than simply serving an ad. “Today, it’s less about video ads,” said Disney Media Sales and Marketing EVP Rita Ferro, “but about video as a content piece. It’s not an ‘ad’ or a commercial anymore, but a way to tell the story of the brand.”
A recent study showed that experienced content marketers enjoy more success with their efforts compared to first-timers, but Sugerman believes that “continual learning” is the best means to optimising content strategies. He added: “By putting out content quickly, we can see and learn and watch and adapt. A lot works, but some things don’t always deliver what you hope. Every day, we learn more and become more effective.”