Going into 2021, our objective was to provide our audience with new and exciting video content that would compliment the linear show while keeping the conversation long going after episodes aired. We wanted to create content that would not only be engaging for the fans but also shareable.
With the coronavirus pandemic halting the show’s production in 2020, we were limited in content and in our ability to create. However, as the industry adapted so did we and by 2021 we were able to execute in-person shoots and revitalize our presence on Facebook. One of our most successful video series, Check Yourself - a talent led episode recap - returned to much fanfare and millions of views. We also developed a Know Your Show trivia game to get fans excited for the tenth season of the Atlanta franchise. Another original video execution included the Meet the Cast packages where new show talent introduced themselves to the audience for the first time. Success was also found with Cast Reacts videos where cast members watch classic show scenes and provide updated commentary. Footage based editorial (FBEs) long-form videos also performed well by highlighting the shows most iconic moments and characters in a compilation format.
By creating original video packages, posting dynamic show moments, and embracing the compilation format, Love & Hip Hop had its best year ever on Facebook for both views and watch time - a decade after its television premiere. The Facebook page has earned 960M views and 2.24B minutes watched in 2021. This also makes the Love & Hip Hop Facebook page the #1 franchise for Facebook watch time, among all MTV Entertainment franchises. (Source: Domo, Jan-Nov 2021)
