With Red Bull Media House and access to the best action athletes in the world, it doesn’t seem complicated for Red Bull to make spectacular videos. However, these spectacular moments are often only of a short duration. This often results in short-form content and limited watch time. For example, we see that the action sports camera manufacturer GoPro seems to have a similar content strategy, in which mainly short spectacular clips are published. Due to the good thumbnails and spectacular action these clips attract a lot of views, but it is more difficult for GoPro to generate a lot of watch time. Watch time, however, is the key component of the YouTube algorithm. The length of the videos plays an important role in generating watch time. The longer the videos, the more watch time on the platform will be realised.
Red Bull knows how to perfectly match such action moments to the YouTube algorithm. The brand processes this spectacular, short-term content in two ways to keep publishing long-form content:
- Combining the action into top five listicles
An example is “Snowboarding World’s Craziest Videos | Red Bull Top 5”. Five very spectacular snowboard clips in a row still provide a longer video of more than 7 minutes.
Furthermore, Red Bull also often makes “deep dives” in the athletes who create all these spectacular moments. We not only see the skydive, snowboard jump or motorbike tricks themselves, but also the way towards them, who the athletes are, where they train, etc. Red Bull knows that the first 30 seconds of the video are essential for the viewer’s attention. and therefore does not immediately start with the interview, but instead starts with a quick compilation of action highlights and exciting music. A good example is “Travis Pastrana’s Guided Tour of Pastranaland | Red Bull Backyards ”