The Five Trends for Social Media in Sports for 2016
Social media has served the sports world well. It gives a voice to every athlete, organization, and club regardless of popularity or size. Not everyone has taken advantage of this opportunity though therefore we look ahead to the changes that social media will bring in 2016.
Social media disappears
Even though Facebook and Twitter combined have over 2 billion users worldwide it is becoming abundantly clear that the social
media itself isn’t as important as what happens on social media: the
people and the stories they share. That means that container concept “social media” is slowly
disappearing. Buying advertisements on Facebook and Twitter is just seen as
buying advertisements. The same goes for livestreams of events or sports games,
whether you do it via Facebook Reporter or Periscope, or a deal is closed
between Facebook and the NFL: it will always remain just watching sports.
"Content is still king"
People and their adventures
People who share stories
and experiences will continue to be the power of social media. This entails
stories by top athletes and coaches, but especially the “normal” athletes. The
love for sports rests with the fans, the amateur athletes, and the parents of
athletes. That’s where the energy stems from, that’s where the content and the
connections come from. Capturing the energy and using it to promote the sport
will be the big challenge for 2016.
"'social media' is slowly disappearing"
Those of you who have been following Týrsday for a longer period of
time already know: personal brands are our forté. Talent seldom denies itself and is the guide to the world
overflowing with content. Athletes appear to be the most trustworthy and
committed talents. Regardless of all the dark clouds that hang above sports
(doping, fraud, bribery), athletes tend remain free of bad associations. In fact,
their star rises ever higher. This has important ramifications for where the
sponsor money goes. Increasingly it is the athletes and their websites.
The excess and obscurity of social media have delivered a
different, silent, winner: the messengers. From WhatsApp to Facebook Messenger and
iMessage to Snapchat; 1 on 1 and group communication is back from the dead
stronger, bigger and with more users. Watch out for the first athletes that
communicate with fans over Whatsapp or the goal alerts that will be sent to you
via messaging services this year.
"social media have delivered a different, silent, winner"
It’s all about
Content is still king. This existing trend leads to, amongst
other things, extremely expensive live rights for sports games. In 2016 we will
see a new wave of content rise up: the adventures of athletes and the stories
surrounding the live content. These new stories have value when placed in the
correct context, linked to live events but providing a different angle. In that
way you provide a completely different need. Stories ensure immersion and long
lasting commitment, outside of the field of play as well. This digital context
is the ideal place for sponsors to maximize their impact.
The blog above previously appeared - in an adapted form - at SportNEXT
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