How the Met Office Drives Engagement and Revenue with Social Video
Aiden McGivern, a presenter at the Met Office, shared valuable insights during his session at SocialDay, focusing on how the UK's national weather service has effectively used social video to enhance engagement, expand its audience, and boost revenue. McGivern's presentation provided a comprehensive look at how the Met Office has strategically used platforms like YouTube and TikTok to disseminate important weather information, build a loyal following, and ultimately, achieve significant growth.
Engaging Audiences with Tailored Content
The Met Office's approach to weather forecasting goes beyond traditional methods. While many users still rely on apps for quick weather updates, McGivern emphasised the importance of providing deeper context through their presented forecasts. "Forecasting is all about probability these days," McGivern explained. While apps offer basic information, the Met Office's videos delve into the nuances of weather forecasts, discussing potential scenarios and their likely impacts on the public.
For instance, during periods of uncertain weather, an app might simply show a probability of rain. However, the Met Office's videos can explain the underlying data, such as a 10% chance of a storm, and what that could mean for viewers. This approach allows the Met Office to go beyond basic forecasts, offering advice on how to stay safe and make informed decisions, which aligns with their motto: "Helping you make better decisions to stay safe and thrive."
The Power of Long-Form Content on YouTube
YouTube has been a critical platform for the Met Office's social media strategy. Since 2007, they have steadily built a following, but it wasn't until recent years that their channel saw significant growth. One of the key strategies behind this success has been the introduction of long-form content, particularly the "10 Day Trend" videos. These segments, which provide a detailed, scientific look at upcoming weather patterns, have attracted a dedicated audience.
Building on this success, the Met Office launched the "Deep Dive" series, featuring 20 to 25-minute videos that explore the intricacies of weather forecasting in even greater detail. The first "Deep Dive" video garnered over 400 comments and brought in 2,000 new subscribers in a single day. McGivern noted that this format significantly boosted the channel's metrics, including watch time, subscribers, and revenue. "We've seen massive growth in watch time, subscribers, and revenue," McGivern shared, highlighting the tangible benefits of engaging deeply with their audience.
Short-Form Success on TikTok
On the other side of the spectrum, TikTok has been crucial for reaching younger audiences with short, impactful videos. The Met Office joined TikTok in 2019, initially experimenting with trend-based content. However, it was the shift towards educational and informative videos that truly resonated with viewers. For example, a video about a rare August storm quickly amassed half a million views, demonstrating the public's appetite for authoritative weather content on the platform.
McGivern emphasised the importance of storytelling and immediacy on TikTok. "We get straight to the point, ask a question, and talk about what matters to the audience," he explained. During severe weather events, the Met Office increases its content production on TikTok, delivering daily updates and live broadcasts to keep the public informed. This strategy has paid off, with videos regularly achieving millions of views and driving significant engagement.
Authenticity and Adaptation: Keys to Success
Throughout his presentation, McGivern stressed the importance of authenticity. Whether it’s a 20-minute "Deep Dive" on YouTube or a 60-second update on TikTok, the content resonates because it is delivered by genuine weather enthusiasts. "It’s just ourselves in front of the camera, being who we are—effectively that seven-year-old weather geek still talking about the weather," McGivern remarked.
This authenticity, combined with a willingness to adapt and experiment across different platforms, has been central to the Met Office’s success. By repurposing content across platforms—turning TikTok videos into Reels, or breaking down longer YouTube content for Facebook—they ensure maximum reach and impact.
Real-World Impact and Trust
The Met Office’s social media strategy isn’t just about views and clicks; it’s about making a real-world impact. Surveys have shown that seven out of ten people who watch their YouTube videos take action based on the warnings and advice provided. Whether it’s securing garden furniture before a storm or planning travel around severe weather, the information shared by the Met Office influences public behavior, reinforcing its role as a trusted source of weather information.
In conclusion, the Met Office uses continuous learning and adaptation. By staying true to their mission and engaging with audiences in a meaningful way, they have not only grown their reach but also enhanced their ability to keep the public safe.
Stay ahead in social media marketing: Sign up for our newsletter here, and secure your earlybird tickets to SocialDay Social Media Festival 2025 (20-22nd May, London) at socialday.co.uk.
