We’ve got an exciting summer happening as we expand with new shows and continue to build an engaged BeFit community.
#BEFIT IN 90 BEFORE AND AFTER UPDATE#
All of that is evaluated very carefully to make sure that every update to BeFit is relevant and works to grow our brand. Thus, there is definitely a strategy behind the amount of content that’s going up, when it is posted, what the creative looks like, etc. Our fitness library is unparalleled, but this is a new medium for it and we’re learning lessons every day. Our challenge every day is to consistently build the brand and the brand recognition of BeFit and all of the assets that comprise it. Honestly, the biggest challenge is the abundance of content and maximizing the views of each individual video. What aspects have been more challenging than you expected? We feel like it’s really the blueprint that YouTube had in mind last fall, showcasing premium content from an established brand while we tap into a new channel for new and existing programming. We have a lot of creative control over the channel, and are consistently working to fulfill and develop our niche of offering premium workout content to the consumer. We received over 1.7 million views over the last month and that is continuing to grow significantly as we upload fresh new workout content every day. We’re really pleased with the results that we’ve achieved to date. In general so far, how has the endeavor on YouTube matched up against your expectations? We had a specific vision in mind and work daily on creating that vision for consumers to experience as well. But this is also a very targeted audience, so it was as important for us to build a great fitness channel as it was a great YouTube channel. We are always evaluating other channels to see what is working and what is not working, while making necessary adjustments to our channel as we continue to develop our content and direction. Were there popular YouTube channels that you learned from before launching this channel? Both the BeFit channel and “Befit in 90” are developing strong followings and an engaged community. We are also very excited about the positive reception to our first original program that launched on the channel, “BeFit in 90.” This program is as effective as some of the more costly products on the market today, and we are able to bring it to consumers for free. This format has just allowed a new way for people to follow and familiarize themselves with her fitness and style. I think Denise Austin is also doing quite well, which is actually not surprising since she has a very strong and loyal following. Are there any instructors whose popularity has surprised you? It looks like Jane Fonda and Jillian Michaels videos are getting lots of views. The BeFit channel on YouTube extends Lionsgate’s strategy of allying itself with world-class brand name partners. It fits with our commitment to remain at the cutting edge of content creation and delivery by adopting new digital technologies to deliver a targeted and compelling experience direct to consumers whenever and wherever they want it. Given Lionsgate’s history in the fitness industry and our vast library, we saw a unique opportunity to build our consumer base on a premier Web platform by offering a blend of our existing high-quality fitness content and the premium original programming YouTube announced last October.
The BeFit concept seems like a strong one for many different platforms.
#BEFIT IN 90 BEFORE AND AFTER HOW TO#
In this email interview, Kajsa Vikman, Lionsgate's senior vice president for Marketing and general manager of Fitness, talks about building brand on Be Fit, whether the results have met expectations so far and how to find the balance when adding content.
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