Between smartphones and computers, e-books and tablets, the ways to connect with an audience continues to rise. But what does that mean for the cattle industry?
The American Angus Association® began asking that question four years ago, and decided to expand its communications efforts beyond the traditional distribution of news releases and photos. In 2008, the Association launched a YouTube Channel (search “Angus cattle” on YouTube.com) and began developing video content that was both newsworthy and entertaining.
“The term ‘media’ has a much broader meaning than it did five to 10 years ago,” says Eric Grant, Association director of communications and public relations. “The Angus breed is fortunate to have taken steps to move into a more online, interactive communications presence.”
And the work is paying off.
Last month, the Angus YouTube Channel reached a major milestone: One million, all-time views. It’s a huge audience that continues to accelerate. Grant expects the channel to generate a half million views in 2012 alone, expanding at a 25% rate each year.
“We live in a ‘pull-through’ – not ‘push-through’ – environment,” Grant says. “That means our audience wants information on demand, when it’s convenient for them, not the other way around. Today, it is extremely important that we have information available online when consumers and ranchers want it.”
The Angus videos provide a glimpse into what life is like on ranches throughout the country, in a time when it is increasingly important for agriculture producers to share their commitment to producing safe, nutritious food.
“We are extremely proud of the message our Angus videos are sending,” says Bryce Schumann, Association chief executive officer. “The ability to appeal to both producers and consumers is something that will benefit the breed for years to come.”
About Angus Television Programs
The Association’s communications and public relations department produces all television content in-house, including advertising sales and promotion. The weekly program, The Angus Report, airs each Monday at 7:30 a.m. (central) on RFD-TV. Highlighting the week’s top headlines and issues in the cattle industry, The Angus Report dedicates 30 minutes to newsworthy content and practical applications for ranchers.
In addition, the Association also works with Certified Angus Beef LLC to produce video news releases that are used by television stations and networks across the country.