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Click Management
Over 3 months in late 2019, I was the Head of Content for Click Management, a talent agency, and a production house for Australians top gaming influencers (Lazarbeam, Muselk, Crayator, Loserfruit, Bazzagazza, MrFreshAsian, Mully). During that time my main project was to manage the content team for the Click Crew and their Youtube Channel of over 650K subscribers.
Role
Head of Content
Team
Content
Year
Oct - Dec 2019
Weekly Content
Every Sunday, the Click channel uploads a video that frequently has a themed challenge. The production team and I work on a bi-weekly basis in advance to work with talent on what content they would like for the week.
This would require research on current trends and working with talent on content strategy.
Click plays 'Price is Right'
My first directed/produced video with Click. I wanted to challenge what could be done with a more organised and polished set, whilst still keeping to a rough but laid-back playful tone that the talent brings. It was a breath of fresh air from the audience.
Click Whisper Challenge
Whisper Challenge has been around since the start of YouTube but this was a great example of organically putting a twist on a classic purely from the reaction of talent.
Power of Audience Engagement
As a brand that creates and features content creators living on an online space, social content is as important as the videos themselves. Social interaction and fan engagement are the pillars to a strong community.
Twitter was our most direct response medium. Fan engagement and prompts for videos can make fans feel even more invested in the video that results from it.
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Post calling out for fans to send in roasts about talent, with no mention or promise of a video coming from it. This post had more than 50% more engagement than our regular social content (memes, channel promotion).
YouTube Community
YouTube Community acts as the most direct message to all of the people that subscribe to the channel. Video teasers and announcements are posted here.
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The importance of using this, in addition to Twitter and Instagram, was through the insight that social channels push new features to users more often.
Although Instagram as a platform is considered for more 'polished' content, where it shines is in its stories feature. Talent can get involved and talk directly to the audience.
Click reads mean tweets
YouTube video posted 2-3 weeks later plays tribute to Jimmy Kimmel Live! - 'Celebrities Read Mean Tweets'. Tweets readout were based on roasts from the previous twitter post. Because it came from fans, the audience felt included and talent morale was high.
Since we had more content that didn't make it into the final cut (bonus tweets, group roasts and compliments), in order not to put it to waste we made another video on our second channel as a way for avid fans to get more 'exclusive' content
Exploring new channels: Tik Tok
At the time, Tiktok was rising platform and still didn't have a set 'content formula' yet. Since starting in the end of October 2019, as of the end of the year, Click rapidly grew to over 400k followers. (as of DEC 2020)
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