Pac-12 Leverages Short-Form Video and Athlete Star Power on Facebook and Instagram to Build a Branded Content Business

Throughout the COVID-19 pandemic, the Pac-12 looked for new revenue-generating opportunities as a means to sustain their digital business. The Pac-12 partnered with WSC Sports, a cloud-based artificial intelligence (AI) platform that aids in creating video highlights for social and digital, providing access to short-form content available in real-time for social distribution.

Prior to WSC Sports, the Pac-12 social team would need to prioritize which games on a given night received increased attention for editors to cut highlight packages for digital and social use. With WSC Sports, the Pac-12 digital team created highlight packages for all football and men’s and women’s basketball linear broadcasts across its broadcast partners (ESPN, FOX and Pac-12 Networks), vastly increasing social uploads and their digital content library.

The results have been a resounding success, with the Pac-12 experiencing:

  • +170% in branded content uploads on Facebook year over year

  • +25% in branded content views on Facebook year over year

  • +70% in branded content uploads on Instagram year over year

  • +15% in branded content views on Instagram year over year

“With over 20 sports across 12 universities and thousands of game broadcasts, there is no shortage of Pac-12 content opportunities each year. However, having the tools and resources in place to capitalize on the amazing moments and performances by Pac-12 student-athletes was a challenge that we needed to find a creative solution for.

Thanks to WSC Sports’ automated video solutions, we were able to produce and promote content across Facebook and Instagram for Pac-12 football and men’s and women’s basketball at a greater scale and at faster speeds than ever before. We can’t wait to further expand these content opportunities and branded content efforts with WSC Sports next season.”

Josh Ishoo, Pac-12 Senior Director of Public Relations and Digital and Social Media. 

Click here to read the full case study to discover the challenges the Pac-12 faced, and the strategy they implemented to overcome them.