In November 2021, Instagram released a new way to collaborate with other users and to create organically viral content themes across the platform. It’s the ‘Add Yours’ sticker, which Instagram describes as ‘a sticker that creates public threads in Stories.’ To use it, just select the sticker when creating your IG Story post and enter the reply prompt for fans. Then, when fans reply their avatars will be seen on your original Sticker and a new sticker with the same prompt will be seen in each fan respondent’s Story by their followers. It’s still fresh, even for the rapidly evolving world of social, but use cases and ideas are beginning to bear fruit in sports social and beyond.
One of the first campaigns to take off came from a call for users to post a picture of themselves and their pet and, in exchange, a tree would be planted. Because of the meta nature of the Add Yours sticker — each reply to the sticker creates another degree of separation from the original post, kind of like an old-fashioned chain letter — it became unclear who was responsible for all those trees, which numbered approximately 2.3 million.
While tons of Instagram users found themselves connected by a love of pets and/or dendrophilia (a love of trees), the opportunity is also powerful in sports, where fans are connected by their passion for the team. Duke Men’s Basketball recently tipped off their 2021-22 season in a much-anticipated Champions Classic matchup against Kentucky at Madison Square Garden. And since their millions of fans around the world couldn’t join them at MSG, the team used the Add Yours sticker to help the community feel connected.
They posted two Add Yours stickers in their Stories, one calling for fans to share how they were watching the big game, and another inviting fans to post their game night outfits. As each fan posted their own Story in response (which also reposted the same sticker), the movement grew and more fans participated. The Duke account itself could only see the first-degree respondents, if you will, but each subsequent response to the responses (is your head spinning yet) begat more participating fans, growing the initial flake to a snowball — err, collections of snowballs — of Duke fandom.
Bundesliga football [soccer] club Borussia Dortmund similarly activated their worldwide fanbase but took it a step further in resharing some of the responses sent their way, kind of like retweeting a fan’s reply, but in IG Stories instead. And it got even more meta when a fan reposted their repost to share their excitement about the team sharing her post. (This new IG feature can get comically meta). The club asked fans to share their gameday moment and they clearly got several great responses. They picked out a few of their favorites to repost to show fans they were listening. But consider the movement they started — but instead of tons of dog and cat pictures like the example cited earlier, it was a viral chain of Borussia Dortmund passion.
User-generated content (UGC) is powerful in sports, where fans were accustomed to cheering in unison at arenas and stadiums, they now channel their collective roar on digital platforms. The Adds Yours sticker is one way to help fans connect with each other, but it’s an accelerant and firestarter for UGC. It’s not the most effective method for the brand or team to collect and reshare the best UGC. Some organizations try their best to curate and collect UGC through hashtags (and then DM each user to get permission to use the content), but others are increasingly turning to more effective ways to collect and clear content from fans at scale using new technology.
Greenfly’s +Engage product is empowering teams, leagues, brands, and more all over the world to invite fans to submit photos and videos, which come into the organization’s Greenfly channel automatically organized for review and download (And cleared for use). Some are also using +Engage to collect fan data, source creators, and activate sponsorships. Check out a few examples here, here, and here. As Instagram’s new sticker makes clear, some of the best content creators in sports are fans, and there’s an increasing array of opportunities to activate that fan-generated content, with the right strategy and solution in place.