Digital technology presents organisations with more opportunities to reach a larger audience - regardless of the size of your business. Even small, independent brands are striking relationships and scoring interviews with sports stars that fans want to see.
At the forefront of digital content are social media platforms - and trends suggest the YouTube and Instagram is the where sports brands should be hanging out in 2019 - although other platforms are emerging as contenders as well.
A recent PwC report indicates that eSports has the most potential for growth across multiple channels whilst football and basketball will inevitably remain strong. Instagram is leading the way for endurance sports.
The biggest danger for sports brands is a shift in consumer behaviour. Younger viewers have moved away from traditional TV screens and are tuning into sports content via mobile devices and desktop PCs.
And this is where social media platforms give digital advertisers an advantage. However, the shift in consumer behaviour requires firms to change their business models and approach to advertising.
Innovation in Video Content
If you need inspiration for innovative videos, look no further than Adidas. The German sportswear giant consistently finds engaging ways of pushing advertising boundaries.
Adidas are using YouTube and Instagram in two very different ways. Their video ads on YouTube focus on compelling imagery whilst the instantaneous reward of the ‘drop’ technique has been a hit with Instagram users.
Instagram has also become home to MLS content, together with Twitter live-streams and Facebook Watch. Official reports reveal the viewing numbers are up by 963 percent across social channels.
The Instagram Stories and IGTV combo has been a key factor for advertisers, but with heavyweight brands such as Amazon also making a move into sports streaming and digital video, more opportunities are on the horizon.
Lesser known sports-streaming services are also looking to make their mark with sports fans. DAZN, for example, has introduced a policy to eliminates ad repetition so fans don’t have to watch the same brands over and over.
This ploy may not please advertisers, but it could win over sport fans that are tired of watching the same ads and brands time and again. And advertisers have to go where your audience is.
Social media networks have fully-orientated themselves to promoting video content this year. These trends are set to continue in 2019 as more consumers adopt new ways of consuming video.
YouTube and Instagram have been instrumental in helping sports advertisers connect with your audience, and whilst everybody is in the process of evolving their services, 2019 will be a year where brands will have tough decisions over which platforms to use.
F&C like to stay at the forefront of industry trends, so if you need advice and assistance, you know where we are.