How Omaha Productions built a playbook for ManningCast’s viral clips 

Punting away inefficiencies

Omaha Productions didn’t have SnapStream for the first season of the ManningCast. With the show proving to be a big hit in the ratings and trending on social media, the team wanted to find a way to more efficiently distribute clips from the broadcast. Digital Producer Natalie Hesse, who joined for the second season, explains that "there's a market difference in the volume we're able to generate from each show because of SnapStream." Hesse adds, "SnapStream allows Omaha Productions to add the 1-2 punch of original content plus greater volume of moments lifted directly from the broadcast to feed our digital audience the content it craves." The team put an emphasis on finding a product that could cut clips easily and quickly, and was able to achieve all of that with SnapStream.

Omaha Productions also had the goal of building up their evergreen library so they could share moments even when the show wasn't in season. With SnapStream, they're able to access content from past broadcasts to help them share content throughout the year.

SnapStream is now an instrumental tool for getting ManningCast content on social media. The team uses SnapStream to quickly identify, clip, label and push out key moments, amplifying the impact of the ManningCast across social media platforms. The content they look for includes moments with guests, fun riffs with Peyton and Eli, references to career highlights that relate to the game, and fun moments that fans engage with, generating more exposure and awareness.

"Omaha Productions and ESPN share the same goal of celebrating the game and bringing more people to the party. With SnapStream, we're able to share clips like LeBron James' predicting an Ezekiel Elliott TD and Sue Bird cheering on her Seahawks, showing that these A-List celebrities are true fans just like all of us at home." says Williams.

ManningCast co-host Eli Manning smiles on set. 

Tackling content for different platforms 

With SnapStream, the Omaha Productions team efficiently formats clips for optimal performance on different platforms, resulting in increased reach and engagement. During a game, the top priority is to push out clips on Twitter, which the team considers the most timely platform. They can also quickly create and post GIFs and screenshots for fans to react to. From there, they create longer compilation videos for YouTube and use templates to reformat clips vertically for TikTok and Instagram.

“It’s super quick, it’s super easy,” Seiler says, who is in charge of creating TikTok videos.

Omaha Productions on social media

• Instagram: 126K followers
• TikTok: 124.2K followers
• Twitter: 77.4K followers
• YouTube: 64.1K subscribers 

Manningcast host Peyton Manning demonstrates how to take the snap.

Omaha Productions' main goal on social media is increasing brand visibility and exposure to help promote the show for its partner, ESPN. By blitzing social media with clips cut from SnapStream and collaborating with guests to share their appearances, it helps to expand the digital audience. Within a year of launching their TikTok account, they grew their following to over 120,000 followers.

The ManningCast social strategy has proven to be such a successful model that Omaha Productions is replicating it for other MegaCasts and live event productions.