Content Platform Arbitrage

House of Highlights demonstrates how to take existing content, repackage it for a new platform, and build a valuable media property. They took ESPN SportsCenter's concept and reimagined it for the social media age.

Key Points:

• Core Innovation:

  • Took SportsCenter's 30-minute TV highlight format
  • Transformed it into 10-second Instagram clips
  • Posted highlights immediately as they happened
  • Eliminated the need to wait for next day's SportsCenter

• Operations:

  • Ran by just 2 NBA fans managing the account
  • Grew to over 1 million followers
  • Later acquired by Bleacher Report

• Bleacher Report's Content Strategy:

  • Used data-driven approach to content creation
  • Studied Google searches to identify high-demand topics
  • Focused writers' time on content with proven demand
  • Example: Created comprehensive NFL draft content based on search volume
  • Prioritized efficiency over traditional journalistic approach

• Business Model:

  • Take existing content (sports highlights)
  • Repackage for new platform (Instagram)
  • Build audience through better timing and format
  • Monetize through acquisition or advertising

This represents a broader opportunity to take "basic" content, improve its distribution and targeting, and build valuable media properties.