30 Under 30: Channel Seven’s Ben Stavert On Social Media’s ‘Big Bang’
The B&T 30 Under 30 awards are happening on Thursday 15th April, and to celebrate we’re showcasing more of our incredible young movers and shakers.
Ben Stavert is Seven West Media’s Head of Social and Digital, and one of the shortlisted finalists for this year’s 30 Under 30 awards.
Before his role at Seven, Stavert was a Digital Executive Producer for ITV. He spoke to B&T about social engagement, runaway successes and his enduring love for TV.
B&T: What is your favourite thing about the industry you work in?
BS: I absolutely love television. It’s an incredibly fast-paced industry in terms of planning and executing campaigns, but the gratification is just as instantaneous. A show will go to air, and you will know by the next day whether it’s landed and been a hit.
With social media in the mix, that instant feedback happens even sooner. You sit at home and watch a premiere episode go to air, and you get to watch social media explode. A show will be trending, generating a couple of million impressions and tens of thousands of engagements just on the night that the first episode goes to air, within the space of an hour or two.
We’re lucky at Seven that in the last year, we’ve had a lot of those really sticky shows, that just strike a chord with the audience and drive that tangible engagement at scale with our viewers. Our shows absolutely drive that active viewer experience – you’ve got to watch them to be able to face the workplace the next day and know what’s going on. You have to have watched it, and engage with that social conversation, because otherwise, you’re going to be out of the loop!
They don’t only generate strong conversation, but also incredibly strong and loyal social communities as well.
You look at a show like Big Brother, which we launched last year with a social community of zero, we started fresh, and now we’re sitting at over half a million followers across all of our platforms.
So we’re not just seeing significant social growth for these shows – it’s insane social growth. We’re very lucky, and I love working in TV.
Do you have any career highlights that you are particularly proud of?
I can’t go past a project called The Bachelor Unpacked, which was at a previous network that I worked with. It was a real passion project, it was Australia’s first Facebook companion show for a free-to-air TV show. It was a whirlwind.
We had three comedians sitting around and unpacking each episode of The Bachelor. We’d film them in bulk and publish them literally the second after an episode of the show would finish on linear, and it just struck a chord. We were cheeky and pushed the limits but were still respectful to the format and the tone.
10 loved it, Warner Brothers loved it.
One key thing was that the cast were people you could imagine kicking back and watching the show with. They weren’t people you couldn’t imagine having a chin wag with, and that was key.
Each episode would get a quarter of a million views in the first season, and quickly Facebook started showcasing it at their events around the world.
This was all a year or two before Facebook Watch launched in Australia, so it was very much before its time. I don’t think they still do it now; I think they had a few cast changes and they ended up taking it away, but it was just this smash that hit the stratosphere.
We loved it. It was just this runaway success that resonated in a way we didn’t predict, so that was a real achievement.
What was your biggest achievement of the last 12 months?
Work-wise, I think my biggest achievement in the last 12 months would be the launch of SAS Australia. It was an absolute smash hit on social, it was a smash hit wherever you looked – be it on broadcast, BVOD or social.
It drove scale and reach and engagement that I’ve truly never seen for any program I’ve worked on, and I’ve worked on pretty much every big noisy TV show in the country. But you’re looking at over 120 million social impressions in that first series, and that doesn’t include TikTok (which we can’t pull impressions from because it’s so new), but you’re looking at an extra 32 million video views on TikTok alone.
Whatever platform you looked at, SAS was huge. It was amazing. That was testament to the fantastic show it was, and a testament to Andrew Backwell and Angus and Sylvia from Seven and from Screentime, who made the show.
It was such a confronting show in terms of content, which in all honesty I didn’t realise would resonate so successfully on social, which does tend to be a light atmosphere in terms of TV content.
But once that first episode went to air, it was just a train that couldn’t be stopped, and we leant into it. We went all in on leveraging that show, and it just scaled incredibly quickly and the engagement was unlike anything I’d ever seen.
It was just a joy to work on – truly unlike anything else in this country. It was fantastic.
Where do you see the industry going in 2021?
From a social media perspective we‘ll continue to see this proliferation of social platforms as the audience continues to choose different social platforms and services that suit the different needs when it comes to expressing their views and connecting with their friends, their family or brands.
Ten years ago, all we had was Facebook, YouTube and Twitter, and it was early stages for Instagram. Now we have Facebook, YouTube, Twitter, Instagram, Snapchat, TikTok and formats like Instagram Stories and Reels, which are arguably their own mini platforms, and need their own unique approach to content and audience engagement.
I’d say the Big Bang has truly happened in terms of social media, and then these new constellations and social systems are just popping up wherever you look, and that will just continue to expand into the future. It creates a lot of opportunity for us.
Tik Tok is the fastest growing platform ever. Instead of watching half an hour of YouTube before you go to bed, you’ll watch TikTok.
It is our job to stay on the front foot and create tangible engagement opportunities with our viewers wherever they’re already having their conversations, on whatever platform that might be.
I think it’s only going to get crazier from here in terms of social, and television and social just go perfectly hand in hand. It’s an exciting industry to be in.
If you could give your 20-year-old self a piece of advice, what would it be?
I’d give myself the same piece of advice that a mentor of mine gave me when I landed my first internship in TV. He said to me, “Your job when you take on any internship is to end spend that time working in a way that shows the business they couldn’t keep operating without you once your internship is finished.”
It sounds lofty and might even sound arrogant, but it’s essentially: prove that you’re invaluable, prove your worth.
If your job is 9 – 5, work 8 – 6. If it’s five days a week, spend the weekend thinking about how you can innovate to come back next week and show the business that you can drive their goals.
It sounds intense, but I think it’s that sort of attitude that will prove to any organisation that you’re a standout from the pack. Any young person wanting to head into the media and publishing industry needs to be thinking, “how do I stand out from the rest, and really show my value to the business?”
Whether you walk into a new senior position or you’re an intern, you have to ask, “how do I use this to show that my worth as an operator is invaluable?”
I’d give that same piece of advice to myself again.
Anything else to add?
Watch Big Brother season 2, because it’s the best show on television – April 26th!
You can still buy a handful of remaining tickets to the B&T 30 Under 30 awards. If you can’t attend in person, make sure you register for the live stream by 4pm today!
The awards will be held on Thursday 15th April at The Factory Theatre, 103 Victoria Road, Marrickville NSW.
The dress code is cocktail, with arrivals at 6.30pm. The awards ceremony will begin at 7.30pm.
All 30 category winners will be announced on the night, as well as People’s Choice and Grand Prix winners.
All attendees need to purchase a ticket to the awards, including finalists.
Thank you to our amazing sponsors:
Please login with linkedin to comment
30 under 30Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.