Social media has transformed the world of sports. Fans no longer rely on traditional sports media outlets for real-time updates and behind-the-scenes content. In fact, a recent YPulse studyopen_in_new found that 70% of sports fans ages 13 to 37 say they don’t need to watch their favorite team live to stay up-to-date on the latest happenings.
This shift has created new opportunities for teams and leagues to reach more fans than ever before. Instagram offers a variety of tools to share content with fans, including photos and short videos (called Reels) that can be posted directly to the feed and Stories, which are designed for quick, real-time updates like final scores, weather delays, or celebrating a big win immediately after it happens. Instagram also has a specialized app called X, which provides instant announcements in the form of quick video clips.
Athletes are also taking advantage of the opportunity to build relationships with their fans through social media. Many athletes use their personal social media accounts to share behind-the-scenes content from training sessions and locker room banter, humanizing them and making them more relatable to the fans that support them. Athletes that engage with their fans on social media also strengthen their brand loyalty and increase their contract value and endorsement potential once their athletic window closes.
However, there are still challenges to social media in sports. For example, the proliferation of rumors and speculation can create confusion about what is true and what is not. It is important that teams, leagues, and individuals take the time to learn how to best leverage social media to grow their audience while avoiding the pitfalls of misinformation and fake news that can damage a team’s or an individual’s reputation.