Jokerit have a large audience of engaged fans who want to see their content and an abundance of interesting content produced by them, and about them. The challenge that all media outlets today face is that it’s getting increasingly difficult to get their content through to followers on social media.
Facebook is constantly changing its algorithm to the disadvantage of publishers. Gone are the days of organic reach. In the new Facebook, visibility costs money. Out of the 100k followers that Jokerit have on their page, only 5k will see their posts unless they pay for advertising. Furthermore, on social media Jokerit will always be competing with other publishers for the users' attention. What use is having all these followers on social media if we can't get our message through to them?
Minimum goal: 10.000 app downloads in the first year
Our solution was to get followers away from behind the social media algorithms into our own channel. The business case for an app was easy to find since the algorithms had changed so dramatically over the last months.
The numbers gave us a view of the potential market for an app. The 100.000 followers want to see the team’s updates and are highly likely to download an app. One 10th of that - 10.000 downloads - already equals double the amount of visibility compared to organic Facebook reach. This is the number of users that can see Jokerit’s messages directly.
What's more, once we have the users in our own app, we can get more data about what truly interests them and we can serve them with even richer, more meaningful content.