DOCUMENTARY
Impact of the Superunknown - Chris Cornell Mini Documentary on Engagement and Growth
Superunknown is a dedicated Facebook tribute page celebrating the legacy of Chris Cornell, the iconic frontman of Soundgarden and Audioslave. This case study examines the performance of a recent mini documentary posted on the page, comparing its engagement metrics to the typical video content shared on the platform.
PROJECT SERVICES
-
High-Quality Video Production Services
-
Content Repurposing Strategies
-
Strategic Content Deployment Solutions
-
User-Generated Content (UGC) Harvesting
BEFORE
iPhone based video content
i
c
u
Views max out around 3,000
h
Irregular posting consistency
THE OPPORTUNITY
Superunknown - Chris Cornell Tribute came to Missing Frequencies Creative Studio in search of documenting the 30th anniversary show of "Superunknown" by Soundgarden. The goal was to capture high-quality video of the live music performance, backstage interviews, and B-Roll of the experience. With Superunknown relying heavily on quick iPhone video content capture, they desperately needed a film crew and production team to lend their expertise on filming a live music performance. This was the chance to truly tell the story of Superunknown, the Armed Forces, and how we all come together over common musical interests.
MISSING FREQUENCIES PROCESS:
-
Discovery Phase:
-
Identify Goals: Establish clear objectives for the tribute page, such as increasing engagement, follower growth, and community interaction.
-
Content Audit: Review previous posts and videos to assess performance metrics and identify successful themes or formats.
-
-
Creative Development:
-
Concept Ideation: Brainstorm ideas for mini documentaries or video content that resonate with the fanbase. Consider themes such as:
-
Key moments in Chris Cornell's career
-
Fan stories and tributes
-
Collaborations with other artists
-
-
Storyboarding: Create a detailed storyboard for the mini documentary, ensuring emotional resonance and clarity in storytelling.
-
-
Production:
-
Video Filming: Utilize interviews with fans, musicians, and archival footage of Chris Cornell. Ensure high-quality visuals and sound.
-
Story Production: Listen through captured assets to create the most compelling story structure in a mini-doc format.
-
Editing: Focus on creating a polished final product that maintains viewer interest, with engaging transitions and music elements that reflect Cornell’s style.
-
-
Distribution Strategy:
-
Optimal Timing: Identify peak times for posting based on previous engagement metrics to maximize visibility.
-
Cross-Promotion: Share the mini documentary across multiple platforms (e.g., Instagram, YouTube) to attract a wider audience, linking back to the Facebook page.
-
THE ASSET
AFTER
r
d
b
perfect video for the band
to pitch and secure more performance opportunities
z
highest viewed video on page with 33.6K views
w
Significantly increased video engagement, top performing video on page
(comments, shares)
OBSERVATIONS
-
Significant Engagement Spike: The mini documentary achieved significantly higher engagement metrics compared to typical video posts. It generated eight times the average views, demonstrating strong viewer interest and connection to the content.
-
Enhanced Community Interaction: The documentary sparked lively discussions in the comments section, with fans sharing personal stories about their experiences with Cornell’s music. This sense of community engagement is crucial for a tribute page, fostering a deeper connection among followers.
-
Retention of Viewership: The average watch time of 10 minutes suggests that viewers were highly engaged with the documentary, indicating that the storytelling and emotional resonance were effective in holding their attention.