Marketing representatives from across racing will meet on Monday to examine the success of Raceday TV, an on-course social media account that continues to attract millions of viral views.

The Pakistan Star understands the account has been flown to several countries in recent months and is now widely regarded as the industry leader in horse racing social media, despite its coverage containing virtually no horses.

Executives said they were unable to explain its popularity.

“It must be the clever captions they use,” one marketing manager said. “Or their video editing software, or maybe that orange microphone cover... Honestly, we have no idea how they do it.”

The executive also revealed that the account’s audience skews heavily towards young heterosexual men, but added that the group was “no closer to understanding why” share counts on Raceday TV posts were “through the roof”.

The meeting is expected to run for at least two hours, as racing’s brightest marketing minds convene to consider more content pathways forward for the industry. 

More to follow.