Snapchat is one of the fastest growing social media platforms. With over 100 million active daily users creating 400 million snaps a day and 7 billion daily video views companies, organisations and brands are increasingly seeing Snapchat as a way of communicating with their audience.
The younger demographic on Snapchat (45% of Snapchat users are aged 18-24), enjoy the fast paced and ever changing nature. With images lasting up to 10 seconds and a Snapchat Story lasting only 24 hours, Snapchatters are focused on what is happening now.
For sports, Snapchat offers a unique way of viewing ‘the game’. It isn’t about what has happened in a sport but about providing a commentary that moves and changes as quickly as the match itself.
Snapchat allows you to create a “real-life” story, like being at the game or match but without having to physically be on the touchline. Many teams, organisers and companies use Snapchat to share this unique game experience with their fans.
Other platforms have recognised the importance of this type of content and interaction as shown by the introduction of Moments by Twitter and Facebook’s Sports Stadium, which is specifically for sports events.
Despite these, Snapchat is still leading the way and recently signed a multi-year deal with Turner Sports, one of the biggest sports media companies in the world. This deal is a partnership between Turner Sports and Snapchat with the Turner social media team sharing a combination of user generated content and exclusive behind the scenes Snaps for big sporting events from The NBA, Major League Baseball, Boxing and Golf.
As part of the deal, Snaps will be interspersed with full screen adverts with Snapchat and Turner Sports working together to sell advertising – sports can command enormous advertising revenues and it appears that sports events on Snapchat are no different.
The rapidly changing nature of Snapchat can make it difficult to create content that works. Whilst Snapchat are extending into other age groups, a key to success now is to ensure that it appeals to the core demographic of under 25s. In the main, Snapchat is fresh and fun and a little bit quirky and content should be the same.
USA Today (@usatodaysports) have embraced this approach with humorous text and graphics and a mix of different sideline videos and snaps. Unlike a more formal media or traditional broadcasting approach, their Snapchat Stories use a combination of user generated content and broadcaster viewpoints to create a unique view of the sports events they cover.
Sports clubs and organisations can create Stories and Snaps that reflect both their personality as a club and capture their games. A day in the life of a Manager or Coach gives a glimpse into what it is really like to be involved in sports at a high level. Behind the scenes with star or new players, changing room banter and match day prep can be put together in a Story allowing fans to see a different side of their team and make them feel like they are really involved.
Mixed in with live game footage and commentary you can reward Snapchat fans by making it the only channel where they can receive that type of content and because it doesn’t last forever, Snapchatters have to engage and be present to enjoy it.
And finally, one of the most successful approaches for sports is the player and guest Snapchat “takeover”. Major sports organisations, including sponsors like Redbull, regularly allow their players, stars or well known commentators to take over their Snapchat account for the day. This not only taps into the fan base for that particular individual but also adds a different tone and perspective to a Snapchat account making it feel more “real” and live.
Will Snapchat be a part of your social media strategy? If it isn’t, you could be missing out on an opportunity to really connect with your fans.
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