As the FIFA World Cup has finally kicked off: we take an in-depth look at how sports teams use social media to engage with fans before, during and after events.
Behind the scenes content
Few types of content provide the intimacy than that of behind the scenes material. It gives fans a closer, more relatable look at what really happens during an event. Manchester City’s Tunnel Cam provides a viewpoint rarely seen on TV, creating a sense of loyalty and trust between the audience and the team.
Facebook’s introduction of 360 video has enabled Dunlop to literally put fans in the seat of their favourite driver’s cars. Showing the frills, spills and near misses that come with motorsport racing; creating a never before seen view of the action.
Keeping the audience engaged
Brands are now producing content to grow excitement before and sustain it after an event. Interviews, highlights and GIFs are effective ways in which most sports teams are growing the social conversation and keeping fans engaged.
As previously mentioned there’s an ever-growing importance for brands to tell their own story. This is now apparent for events and matches. Manchester United provides fans a quick overview of its games through Instagram Stories, just in case they missed it, keeping the event in the social conversation.
Live videos are a way for brands to connect with their audience on a much more intimate level, and with Facebook and Instagram algorithms ranking live videos higher in news feeds, it is important for teams to produce. The unrehearsed nature of live video creates a level of trust between brand and consumer. Which is invaluable in the current social media environment.
All in all, social media has become a platform for teams to effortlessly connect with the consumer. Offering bespoke content helps provide the consumer with what they want to see, whenever they want to see it.