Parafernalha’s strategy for success in Ad Breaks in Brazil
Parafernalha has 10 years of existence and is Webedia Brazil’s comedy vertical. Today we have more than 8 million followers on the brand’s Facebook page and more than 250 million views on the platform in 2021 alone. But how did we transform this loyal audience into a success story for Ad Breaks?
The first step came when we saw the potential of video as the main format to boost our reach and engagement, and an indispensable opportunity to connect with our brands’ fans. From this insight, we decided to include in our business strategy the production of content in this format considering the gains and increase in revenue that would come from this investment.
And the results came! Not only did the number of views quadruple from 2020 to 2021, between January and October, but the monetization of Parafernalha’s videos on Facebook increased by approximately 1000% in the same period. Today, Facebook represents 57% of Parafernalha’s views across all platforms, followed by Instagram and YouTube, with approximately 20% each.
Today, we have a video content production team just focused on Facebook only, and a BI team dedicated to generating insights and tracking results. The content production and BI go hand in hand and always in accordance with the strategies defined for our video operation. Some examples of performance that we track closely on a daily basis are 60 second views, to push content, and how RPM fluctuation affects our performance and earnings on a given month.
The information collected is also shared with Webedia management to track the performance of the business and assist in the decision making process, allowing us to analyze the content strategy and change or insist on the brand’s approach, on a daily basis. Thus, the platform becomes an important weight in our business decisions.
Being multiplatform, and understanding the variations in consumer behavior, allow us to use our content in a way that is adapted to the formats and usability of each of them. We managed to get original content, such as Parafernalha, to find its audience again on Facebook Watch. Our strategy is based on five main points: understanding and mapping user behavior and its evolution; using good triggers in key moments of the videos; evaluating trending topics to produce current videos; having a good connection between the BI, production, and distribution teams; and evaluating the ideal volume for each page.
Marina Croce, Deputy CEO of Webedia Brazil
