WWE Social Media Presence is by all accounts something that the WWE has succeeded in. At the same time, their TV product with Raw and Smackdown has suffered.
WWE Superstar John Cena is now the No. 1 most followed active American athlete on Facebook with more than 38 million likes at the time of this publishing. WWE’s YouTube channel has received nearly 5 billion video views in the past year alone — putting it ahead of the NBA, MLB, NFL, NHL, ESPN and NASCAR.
WWE accounts across Facebook attracted 98 million new likes year-to-year, a 38 percent increase. Likewise, WWE’s Twitter accounts grew its followers 20 percent to 108 million. -TheWrap-September 10th, 2015.
As of March 1st, WWE has accomplished the following since they implemented their social media strategy that the IWC ridiculed in 2o13:
- Over 6 million followers on Twitter.
- Over 30 million likes on Facebook.
- Over 25 million on Instagram (grown from 1 million followers in 2014 to 25 million in 2015).
- Over 4 million on Google Plus.
Then to top it all off, WWE announced last week that they awarded the Diamond Play Button, YouTube’s highest honor, after surpassing 10 million subscribers, further solidifying itself as one of the world’s top channels on the site.
Now that I have laid out this overwhelming evidence, I must admit that WWE is one of the most successful brands in social media. Their efforts have paid off, but did it cost them something in the long run when it comes to their television product?
Something you don’t know about me is I work in the digital marketing field producing podcasts, about 50 hours a week of them, and that’s why I took the name King of Podcasts.
WWE as a brand has been making all the right moves not only participating in social media, but properly utilizing and optimizing their social media presence. Then you look at the success of their digital division, with their recent website redesign, their mobile app and the ambitious launch of the WWE Network.
The company might have issues with their TV product, but the fact that they are making some moves at times to keep viewers coming back in an increasingly declining cable subscriber base.
Citing data recently compiled by eMarketer, the number of households with cable “will fall at an accelerating rate for at least the next four years. 23% of U.S. households by 2019 won’t be subscribed to any type of cable service at all.
WWE might not be looking at the long term when it comes to storylines, but they are when it comes to preparing to the unquestionable reality that they might be on cable for much longer along with the majority of their viewers. Researching for this blog has given me clarity as to why WWE is being responsible to secure their future.
Even in what the IWC might consider a downtime for the company because of their TV ratings (0f which they are earning about $150 million a year on average) , WWE was still able to earn $658.8 million in 2015, the highest in the their history, including record levels of revenue from WWE’s Network, Television, Live events, Venue Merchandise, and WWE Shop.
The bottom line of this blog post is meant to give us the conclusion that WWE has been making changes, but we just haven’t seen them, or have paid attention to them, on television. I still think while they are laying down the groundwork to ensure their future, they’ll eventually get to the tv product soon enough. -KOP