Since 2021, Gramafilm has produced #TheAndroidShow, an online event beloved by Android developers and marketers alike. With over 125 million views, this quarterly 40-60 minute live stream has become a staple in the Android Marketing Calendar.
But #TheAndroidShow isn't just a success story. It's a blueprint for anyone looking to build a thriving community around their brand. After all, these engagement events offer a powerful way to:
If you’re looking to host a branded community event of own, discover our 5 pro tips from producing #TheAndroidShow - Android’s largest developer marketing event.
128M
Total Views
10+
Hours of Content
75M
Views on sustainment & repurposed #TAS Content
In today's content-saturated world, standing out can be a challenge. So, you need to make sure you plan to make a lasting impression.
If you’re tired of content getting lost in the endless feed, a live, multi-segment show can be your secret weapon. Traditional "always-on" or weekly content drops can get lost in the noise whilst a live, multi-segment show on YouTube acts more as a virtual summit – tying multiple streams of information, product releases or updates together into one, more singular, narrative and moment. And don’t forget, a live-show can be broken into multiple segments for social sustainment. The best of both worlds.
If you want to go down this route - some key questions need to be answered in order to create your perfect format - and we can help you crack this:
When producing a live, repeatable show, efficiency is king. You need to produce high-quality content consistently, but without burning out your team or audience. This is where templated structures and pre-recorded segments come in - they're the workhorses that keep your show running smoothly.
Splitting the show into “segments” wasn't just a production lifesaver (think: clear roles, pre-recorded vs live Q&A, clear topic identification), it also transformed our content sustainment strategy. Each segment became a reusable asset, making content go that extra mile.
From the latest hour-long #TheAndroidShow, we were able to share a further 22 mins of stand-alone content to their YouTube, simply by pulling segments out of the live show, +36% extra content for free! It was so successful, that the segments achieved just as many views as the live show. It’s a win-win.
+36%
Extra content from repurposing
Nick Butcher, Developer Relations Engineer, caught up with the Google Pixel & WearOS teams at #MadeByGoogle. This segment of #TheAndroidShow doubled up as a standalone piece of YouTube content.
This interview with Jamal Eason, Director of Product Management, featured on #TheAndroidShow before being re-utilised as a stand-alone piece of content on YouTube. Furthering #TAS content views by 10% simply & easily.
Engaging other internal teams elevates your show from "good" to "pivotal." Product managers, marketers, community managers, heck, even employee relations - everyone gets a seat at the table! They own their segments, showcase their latest news and voilà.. Your live show becomes a multi-faceted brand show with mass buy-in. From product updates to company news, it's all there in one clean, engaging format.
This not only helps spread the workload, but also engages stakeholders, positions you as the leader, and ultimately gives ownership to people - which always brings the best results. Plus, it gives your team a focus point for their content. After all, nothing makes people work like a deadline.
All of this internal engagement will only make the external engagement of the show more well-rounded & therefore more effective. But remember, get them onboard early! The more advocates, the better.
Finding the perfect show cadence is a balancing act.
It's not a one-size-fits-all situation and depends on your product release cycles and other marketing content. Again, another reason to bring in the wider team! Consistency is key, but equally flooding your audience with too many shows can dilute their impact.
Our client, #TheAndroidShow, found a sweet spot with a quarterly model. It allows for post-show buzz and ensures enough updates for the next episode to feel fresh. But, be flexible! Use audience data and viewing patterns to adjust your schedule. Remember, you want an engaged audience, so weekly shows might be overkill. Aim for a frequency that keeps your audience excited for the next episode without feeling overwhelmed.
We’d advise a regular repetition, as it helps create a “moment” your community looks forward to.
Although we love a pre-recorded segment, production-wise using a live interactive component can really drive engagement with your audience. It’s important to show off your expertise & that you’re listening, so take real questions your community/customers have submitted. For #TheAndroidShow, we used their dev relations team as well as engineers to forefront this. Making sure people got the answers, from the people who know.
If you’re going via the YouTube route… keep commenting open. Make sure you have someone standing by and prepared to answer live questions in the chat as well as interact with the viewers. Build a moment that they can engage, live with your company/brand.
These comments can also help you tune the show. Listen to the comments sections - both in teaser, recap and the live show - is there a trend in likes or dislikes about content or style? Do they like a certain segment, or dislike another? It’s a process!
Also, don’t be afraid to change to avoid getting stale. When we found that our host was not engaging the audience as we had hoped, we switched from a TV star - to a series of rotating community stars - bloggers and dev rel team. Instantly, we saw an uplift in positive sentiment in comments and these vocal members of the community would keep conversations going on their personal channels after the show. Taking the format to new heights!
Infuse these lessons into your next tech presentation, and watch your idea morph into a can't-miss event. It's more than just tech specs and dry announcements – it's about crafting an experience that ignites excitement, educates your audience, and fosters a vibrant community that rallies around your brand. So, step into the spotlight, and captivate your team & community with your event.
If you’re considering starting your own live event journey, we’d love to hear from you.
