Omroep ZWART makes great programs and gives underexposed stories or communities a platform. Everyone is seen, and everyone is heard. But is everyone also reached?
How do we reach a target group that is not on TV?
It’s no secret: linear TV viewing time is declining. An important part of Omroep ZWART’s target group can be found online. Omroep ZWART was therefore looking for an online partner who knows how to reach their online audiences with the right message.
Social marketing is crucial in the transition from TV to viewing on demand
Checklist:
– Highlighting important, but charged and complex topics; awareness for Keti Koti and the history of slavery
– Setting up the ZWART Culture YouTube channel
– Developing content and distribution plans around programs for YouTube, TikTok and Instagram
– Producing social formats that fit a specific platform – for maximum engagement
Creating and distributing creative social formats to extend TV
We looked at how the target group uses each platform. What are popular formats? What is their timeline full of? Based on this, we have developed social formats that respond to reach and engagement!
Keti Koti
Omroep ZWART has developed a teaching package called ‘The Missing Page’. The goal? Receive recognition for our shared history of slavery! We are building on this with the social format regarding Keti Koti. We provide relevant background information and tell stories with a personal touch. Viewers are left with an “oooh, I didn’t know that!” feeling. The format scored very well organically on Instagram and TikTok! The sensitive topic was well received, with great responses from the community!
Break down breaking
Breakdancing is part of the Olympic Games for the first time. Omroep ZWART made the diptych “Battle Towards Paris”, with representatives of the Netherlands. The program focuses on the culture and history of breaking. People enjoy watching a sport when they understand how it works!
Knowing what you are looking at increases viewing pleasure. With the ‘breaking down breaking’ format we explain in a fun way which technique a move must comply with. In this way we increase the credibility of breaking as an Olympic sport.
