How TV Networks Can Utilize the Room Tours Trend in Their Digital Video Strategies

How TV Networks Can Utilize the Room Tours Trend in Their Digital Video Strategies

All around the world, executives in the content strategy and development arena have the daily task of deciphering their audiences’ viewing habits and turning those insights into compelling content, all while trying to stay on top of current trends. Video showrunners at TV networks, in particular, have an interesting role to deal with; they must try to figure out what digital content to produce that will complement not only their networks’ linear shows, but also their overall goals, messaging, and branding. In a typical room tour video, a YouTube creator will take viewers on a digital tour of one room of their home (usually the one they film in, such as their bedroom or studio, or one of their favorite spots like a media room or garden) in an intimate, behind-the-scenes peek into their lives. Creators have even uploaded tours of their hotel rooms, pet cages, and more! How TV Networks Can Use Room Tours in Their Content Strategy Fortunately for video showrunners in the television industry, it’s easy to capitalize on the interest surrounding room tours. While home-focused media brands like HGTV and DIY Network are obvious shoe-ins for such a topic, networks from a variety of industries also have a huge opportunity here to work with the room tours trend and create some fantastic digital video content. Again, while especially fitting for a company like HGTV to do so, don’t be afraid to think outside the box if you focus on other industries. Let’s say you’re a sports-themed network; partner with a sports creator and have them host a tour of their closet, gym, or garage. Likewise, if your network centers around nature, you can sponsor garden tours or outdoor space tours. It’s a compelling format with a very personal audience connection, which makes it a powerful trend for any TV network to use in their digital video strategies.

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All around the world, executives in the content strategy and development arena have the daily task of deciphering their audiences’ viewing habits and turning those insights into compelling content, all while trying to stay on top of current trends. Video showrunners at TV networks, in particular, have an interesting role to deal with; they must try to figure out what digital content to produce that will complement not only their networks’ linear shows, but also their overall goals, messaging, and branding. It must be a daunting assignment for some of these showrunners to figure out how to harness digital trends for a traditional media outlet.

If you’re one of these network showrunners, have no fear! We have an easy way for you to stay on top of video trends: our State of Online Video Q2 report. In it, we discovered some of this year’s most-watched trends across social video, one of which — room tours — we’ll break down in this article and also show you a few different ways to capitalize on the format for the benefit of your network. So let’s dive into the recent “room tours” phenomenon and see what we can make of it!

Room Tours Fascinate Viewers Around the World

Tubular has tracked a lot of data over the years, and one thing we keep finding is the trend of living vicariously through other people’s content. This was the situation from Q4 2017 to Q1 2018, when videos of room tours shot to popularity and raked in millions of views across social platforms. In Q1 2017, for example, there were 637 million views on room tour content on YouTube alone!

So what constitutes as a “room tour?” It’s both as simple as it sounds, and also a lot more creative than it sounds. In a typical room tour video, a YouTube creator will take viewers on a digital tour of one room of their home (usually the one they film in, such as their bedroom or studio, or one of their favorite spots like a media room or garden) in an intimate, behind-the-scenes peek into their lives. For example, beauty influencer Jaclyn Hill uploaded a video in February which she claims was the “most requested” on her channel: she took viewers on a tour of her massive walk-in closet, complete with custom-built shelves for…

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