Talk to a lot of social media pros in sports and many will tell you they’re working harder than ever. There may be no games, no practices, road trips, scrums, and suits – but they’re pooped. Because it’s not easy to come up with content to fill every day, try to create value for sponsors, and – most importantly – keep fans engaged. To assure fans will remain just as avid even as their favorite teams and players aren’t competing.
There has been a lot of creativity at this time — from pick ‘em posts to trivia, Q&A’s, watch parties, kids activities, UGC, and so much more. The creativity goes beyond sports, toom as platforms like TikTok, Twitch, Houseparty, and Instagram Live all growing rapidly. Everyone is starting to think differently. For years, sports teams have become more like full-time content companies. It may be tougher to create content without the built-in routine and flow of stories from games and news, but these organizations are still content machines teeming with talented creatives and strategists.
So it’s time to think outside the box, right? Games aren’t coming back before the summer, it seems, so what can do social media and sports do to pivot right now?
In case you weren’t sure, yeah – social media usage is way up during this COVID-19 quarantine. In times like these, there are few truly dumb or bad ideas. It’s time to brainstorm! With fans consuming more content on social media right now, how can you experiment – and think like a content company first, and a sports team second?
That’s ultimately what this article is about. One area to explore, given the trends, are uber-specific social media accounts that can build an audience while having some tie to the team, however loose. What if your team created a Twitter account to post one random player from the team’s history every day or an Instagram account that only posted sick dunks or blocks daily, or a TikTok account that curated trick shots, or a YouTube account that taught dances, etc. etc.
There are so many areas of passion that thrive on social media — sports, fashion, music, and more — and so many ways to build content around them. Lean into those skills and that knowledge now, and experiment with new ways to build an audience that can become fans of the brand, not just the sport the employees of that brand typically market and play.
This is a topic that can manifest a number of ways (and plays out all the time as teams create GIFs, stickers, Instagram Effects, lenses, and the like). But as TikTok and Instagram Live, in particular, grow at this time, fans are leaning into performative content more than ever. I mean, what else are they doing stuck at home, so why not create a TikTok themselves or with their kids?
Teams are certainly leaning in here, with a ton of creative UGC campaigns, celebrating fan creations. But a recent article on TikTok got me thinking about the role teams could play in providing the similar value that TikTok and other platforms do in making available effects, audio, and other creative accoutrements. How can teams use their bank of content to give their fans such creative enterprise, to create their own quasi TikTok with highlights, sounds, and maybe even some effects with which fans could create content. Challenges and trends could also play a role, as could team staff, alumni, broadcasters, and ideally players.
The trend that TikTok has been creating and riding has been driven by the incredible energy, enthusiasm, and talent of its network. They’ve provided the tools and sometimes even the prompts, and they’ve let their users take it away. Teams may have the machinery and tools and content to do the same, or some sense of it whether on their platform or influencing use of another.
Netflix CEO Reed Hastings famously said his company’s biggest competition was sleep. Meanwhile, sports teams see platforms like Netflix and Twitch as their competition. It comes down to earned attention – but teams don’t have the new highlights and stories that help that earn that attention right now.
But it’s about focusing on what we do have and trying diverse ways to entertain fans with content. There’s an ecosystem of influencers (players and talent), a bank of brand and proven content, and a talented team of content producers. How can all this be deployed? Could you write a recurring comic strip (like the Philadelphia Flyers tried), create a short children’s story or a cartoon, a cooking show, a talk show, short fiction stories, musical and performance guests, motion effects games, and so much more. Step out of the tunnel a bit on the routine content and become a student of producing entertainment in general.
Many teams right now are doing extraordinary things to help combat the coronavirus pandemic. They’re opening up their venues for use in storage or medical services, they’re donating and helping to prop up local businesses, and using their platforms to deliver information to masses of fans they’re able to reach.
What are the typical things community relations would be doing at this time and how can digital and social media help keep those activities and that mission alive? It could be reading to kids, much like a player or team member would at a school visit (the Dallas Mavericks had a video of JJ Barea reading a story to his kids) — how much of a typical school appearance could be re-imagined for a livestream or digital distribution. (At both a broad social and direct to school level). There aren’t enough FaceTime calls to go around, but even a few to children’s hospital wards I’m sure would be welcomed, and excerpts could be cut to share on social.
The goals of community relations, as well as fan development, remain important, so the type of applied ideation we’re taking to fan engagement can be taken to these parts of the organization, too.
Something that has caught my eye recently has been the success of street magicians on TikTok. Getting users to say ‘Wow’ is one way to win engagement on social media and the magic, along with the reactions of the people in the videos experiencing it, make for fun content. This isn’t to say teams should crowdsource magicians and magic content (but maybe they could), but the quick hit entertainment is the key idea to hone in on.
Take inventory or brainstorm around ways to make people feel those certain feels that drive social media engagement (mad, sad, inspired, awed, laughing, learning), particularly in quick hits. Maybe it’s shots of celebrations, stupid human tricks, quick artistic creations, trick shots, fitness performances, and, yes, even magic tricks. There may be something here, there may be nothing, but the point of this post is to explore what it means to think like an entertainer first.
Learn from other masters
Of course, we should all always be students of the game. And now more than ever, time permitting, it would pay to study those that are winning this game. The top Instagram creators, YouTube influencers across the board, and TikTok talents that dominate the platform. There are plenty of examples in sports, too, whether it’s Dude Perfect, House of Highlights, or so many more, including individual-driven channels.
How can teams and sports organizations consider utilizing their talented content teams, influencers, and individuals to mimic the success of these established masters? Sports commands mega audiences on social media, but without games the playing field is acutely level on social between them and the behemoth individuals that have amassed audiences in original ways on social. Teams shouldn’t necessarily imitate them, but they can learn and adapt insights and ideas into their own strategies, as they seek to keep fans coming to them for however long it’ll take to defeat this pandemic.
There has been some impressive content on live social media platforms in the time since this quarantine started. Live musical performances, in particular, have been pretty cool. But there have also been plenty of live sessions when audiences congregate, but, well, not much is happening besides a notable person hanging out. Even just a couple days ago, Barstool Big Cat got almost half a million viewers for his Periscope that featured him hanging out and eating ice cream while engaging with fans.
Many gamers have built huge audiences for live streams on Twitch, more so for their personality and conversation, with the games serving more as a backdrop. So many prominent athletes and alumni are sitting around with not much to do and so many fans would welcome any chance to hang out with them. Even better if it’s hanging out with a group of them. These players could be watching an old game, playing Words With Friends, or a version of the Newlywed Game with each other, or just enjoying a glass of wine and chatting. How can teams get fans opportunities to hang out — with each other, with special guests, with broadcasters, with celebrities?
Help Players and Fans
I have another article on this topic, but it’s worth reiterating — help players and help fans use all these shiny social media platforms right now. It is easy to take for granted that everyone has a basic understanding of all these apps, let alone an advanced fluency with all of the nuances and tricks to get the most out of them.
This article started by linking to some stats around the growth of social media usage right now. People are jumping on more than ever, including the players, and teams could do a tremendous service by educating all of them. How to make your first few TikToks, go live with a friend on Instagram, navigate Twitch, try an effect or lens or GIF or sticker, and tag someone in a pic on Twitter. Give them the knowledge, the tools, and then the opportunities to engage, to create, to practice the sport that is social media.
What an exciting, inspiring time it is right now for sports and social media. There is so much creativity and originality playing out every day, and I’m psyched to see what more will come in the following weeks. It’s time to expand the playbook. The only bad ideas are no ideas at all.