AI social media automation for broadcasters is crucial for massive, decentralized organizations. Sistema Brasileiro de Televisão (SBT), one of the largest broadcasters in South America, produces a staggering 100 to 150 posts for Facebook daily to serve its 12 million followers. With a team of around 20 people posting independently, SBT desperately needed a way to align their vast output and maximize the 40% to 50% of web traffic they drive from Facebook.
Their challenge was simple: how to maintain extensive coverage across all verticals (News, Sports, Entertainment) without the chaos of a decentralized, manual workflow.
😩 The pain point: Manual posting chaos across 20 different hands
SBT’s social media strategy relies entirely on cross-promotion—driving traffic from TV to digital and vice-versa. According to Rodrigo Hornhardt, SBT’s Journalism Integration and Planning Manager, this volume created a unique challenge: “We do not have a centralized social media team, so every content production team ends up posting independently.”
This meant that achieving their necessary posting volume (100–150 posts daily just on Facebook) was a laborious, manual task, prone to scheduling issues and lacking overall performance alignment. It was imperative that their solution be intuitive enough for 20 different people to use without creating organizational headaches.
🧠 The game-changer: Unified output via AI automation
SBT turned to Echobox’s AI social media automation for broadcasters to streamline their content distribution. Hornhardt saw the immediate benefit of a unified system:
“With so many people posting so much content across the company on different platforms, Echobox AI is so important in keeping everything aligned,” Hornhardt said.
SBT chose Echobox over other solutions for the combination of easy multi-user management and the power of AI to select optimal posting times. They made immediate use of the Optimal Timing feature, which uses real-time platform data combined with SBT’s own audience data to pinpoint the absolute best moment to share content.
This optimization is crucial for high-volume publishers like SBT News, who publish multiple items hourly. The AI continuously reverse-engineers Facebook’s algorithm, dynamicallly updating each post’s potential and shifting schedules to ensure maximum visibility, ensuring their AI social media automation for broadcasters is always ahead of the curve. Learn more about the technology behind this success here.
🥳 The big win: Massive traffic, reach, and time reclaimed
The implementation of Echobox delivered substantial performance improvements within just four months, proving the worth of their AI social media automation for broadcasters:
| Key Performance Metric | The Improvement |
| Daily Clicks | Increased by 25% |
| Daily Organic Impressions | Increased by 61% |
| Facebook Impressions | Increased by 52% |
| Time Saved Daily | Around 14 hours |
The time savings alone are phenomenal. SBT shared almost 40,000 posts in the first four months, and using Echobox automation saved the company an estimated 14 hours per day.
Hornhardt sums up the impact: “Echobox has really improved the reach of even some of the smaller pages in SBT’s ecosystem. That alone is impressive enough.”
🌟 Ready to embrace AI social media automation for broadcasters?
If you’re a high-volume broadcast network or publisher struggling to keep a decentralized team aligned and optimized, the SBT story proves that intelligent automation is the key to massive performance gains and reclaiming valuable time.
Download the full case study for the blueprint, the details on how they leveraged Optimal Timing, and all the insider info on how they achieved a 61% increase in organic impressions!
