Crunchyroll is the world's largest destination for anime, with more than 45 million registered users, over 2 million subscribers, and more than 30 million global social followers across platforms. Crunchyroll's overall goal is to be a haven for the anime community; a place where new and old anime fans alike can connect with each other and the content they love. As an extension of this goal, Crunchyroll works to be the de facto voice for the anime community on Twitter.
To establish Crunchyroll as both the voice for the anime community and as a safe haven for fans to be in community with each other, the Crunchyroll social team employed a number of strategies across Twitter over the last year, including the amplification of Crunchyroll News, creation of custom content, and management of Crunchyroll social synergy.
Crunchyroll News is the editorial arm of Crunchyroll, breaking all the latest industry developments from Japan. These features frequently include interviews with creators and exclusive content. Because the Crunchyroll community cares so deeply about the broader industry, Crunchyroll has increased the promotion of Crunchyroll News features on Twitter over the last year. The Crunchyroll social team frequently retweets Crunchyroll News writers to give them more exposure for their work. Sharing Crunchyroll News features on Twitter has enabled the Crunchyroll social team to become the portal into the broader industry for the Crunchyroll community and has empowered fans to become an active participant in the industry they hold so dear.
The Crunchyroll Twitter team also regularly creates a plethora of custom content to help engage and energize the Crunchyroll community. First, the Crunchyroll social team creates custom social videos to capture news stories or pop culture events in engaging and fun ways. For national days, the Crunchyroll social team creates collages, GIFs and short-form video content to celebrate with fans. On Black Cat Appreciation Day, for example, Crunchyroll shared a picture of Crunchyroll-Hime's black cat (Crunchyroll-Hime is Crunchyroll's anime mascot) and generated thousands in donations to a local cat shelter. Regarding the promotion of priority anime series on Crunchyroll, the social team creates interactive content like quizzes along with custom assets and character quotes to be shared across Twitter on a daily and weekly cadence. Finally, the Crunchyroll community loves to celebrate industry birthdays! The Crunchyroll social team creates birthday assets for anime staff, industry figures, and popular characters to be shared across Twitter.
Finally, the Crunchyroll social team manages the broader network of Crunchyroll-owned Twitter accounts, to ensure a cohesive brand voice and general synergy across social promotions and plans. These Twitter accounts include Crunchyroll Games, specific intellectual property accounts, and Crunchyroll Expo.
Through the various strategies and tactics previously discussed, Crunchyroll social has grown the Crunchyroll Twitter presence tremendously over the last year.
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