Aug 12, 2020

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How AccuWeather uses social media to distribute content and engage users

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The weather impacts everybody and none of us can ignore it. Accuweather likes to tap into people's curiosity with a bit of drama and fun, as well as being informative. Within all their varied channels, social is ideal for going a bit deeper and at different angles.

The weather is all about planning for the future. But most online content is about the past. There is a fantastic opportunity for marketers to tap into the future-oriented mindset shown by those interacting with planning their lives, based on the weather.

Cathal asks some great questions in his chat with Brian Lavery: 

  • Where do they get their content, like videos of spiders in the sky making webs or exclusive captures of electrical storms?
  • How will user-generated content (UGC) fit into their platform going forward? How do they manage the quality?
  • What other elements of smart-tech and wearable-tech will Accuweather be using? Like integration with in-car navigation?
  • How can offline and online intersect in the next few years?
  • How are data privacy issues affecting their business? 

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Career Spotlight with Brian Lavery of Accuweather

Creating Successful Content and Advertising Strategies with Brian Lavery of Accuweather


Brian Lavery

Brian is the European Managing Director of AccuWeather, the global weather forecasting and digital media company. He previously worked in commercial management and marketing at Twitter and Vodafone, and as a management consultant with McKinsey & Co.

He spent the early part of his career as a journalist, including six years at The New York Times and a theatre critic for the Irish Independent. He is chairman of The Ark, Ireland's cultural center for children.

Brian brings to the Executive Council well-rounded experience in digital marketing and social media across multiple industries and regions.

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