When you think about the many leagues, franchises, and brands that are within the sports industry you realize how globally populated it is. In the world of sports & entertainment establishing a loyal and proud community is the best way to build a strong brand. One of the most cost-effective ways for brands to maintain customer loyalty is through Instagram. Instagram offers several features that can be highly beneficial for sports and entertainment brands in terms of customer loyalty and customer relationship management (CRM). The key is ENGAGEMENT!
Engaging Content Creation
Before the days of social media, the only way to truly share the excitement as a community for a team was within the city of the respected team. Some teams had supporters and fans in other regions however it was more difficult to establish a solid community outside of the team’s location.
In this new digital age, everything changes. Fans are now able to support their favorite teams globally! Instagram allows sports franchises to create engaging content like photos, videos, stories, and reels. This content can be tailored to the interests of the fans, keeping them engaged and connected to the team no matter where they are located. NFL teams such as the Miami Dolphins have fan accounts for their populated areas such as the United Kingdom, Brazil, and Spain.
Hashtags and Geotags
By using specific hashtags and geotags, sports franchises can increase the visibility of their posts. Fans can also use these tags, creating a community feeling and increasing engagement. The Miami Heat social media team created two popular hashtags #HeatNation and #WadeCounty
The hashtag “#WadeCounty” has over 107,000 posts which provides a landing place for Miami Heat and Dwayne Wade fans. The hashtag “#HeatNation” has over 1.1 million posts and is a great way for members in the community to engage with each other.
Instagram Stories and Live Videos
Instagram stories and live videos enable real-time engagement with fans. Sports franchises can use Stories for quick updates, behind-the-scenes looks, or to highlight fan content. Live videos are great for Q&A sessions, live coverage of events, or exclusive interviews with players.
Most franchises often post behind the scenes in their stories. This allows for communities to discuss game predictions, fashion trends, and their excitement for their favorite players.
Polls and Quizzes in Stories
When attempting to keep fans loyal in such a fast-paced industry innovation is important. The best way to know what your community wants is to simply ask! Instagram allows you to insert polls, and quizzes on your story where you can ask opinions or preferences on new ideas such as uniforms, or new merchandise.
Content marketing guru Werner Geyser advocates for this feature and said “These polls offer a fun way to drive more interactions with your audience. You can quickly get them to engage before skipping to the next Story since it only takes a tap. Not only does this boost your engagement but it also helps you get a better understanding of what your audience likes. As such, polls on Instagram can also be used to survey your followers and inform your business decisions.”
These interactive tools can be used to engage fans in a fun way and to gather feedback or opinions, which is valuable for CRM.
Influencer Collaborations
Collaborating with influencers or popular athletes can help in reaching a larger audience and enhancing the credibility and attractiveness of the franchise's Instagram presence.
Every year the Miami Heat host an annual High Fashion Gala called Hoops & High Fashion. This year for their 14th annual gala the social media team collaborated with well-known Miami rapper Rick Ross. They posted a photo of him at the gala along with his new and trending girlfriend Cristina Mackey. Their caption stated “We got rappers, players, presidents, legends, you name it… All in the building for our Hoops & High Fashion Gala benefiting the Miami HEAT Charitable Fund” Rick ross also went on to comment on the post “We” * fire emoji. This post drove excitement within the Heat community, Miami, and Rick Ross fans.
Advertising Promotions and Giveaways
A loyal fan is a fan that never leaves. It is important to reward those fans through gifts, giveaways, and invitations. Instagram's advertising platform can be used for targeted campaigns, which also helps to attract new followers, promote merchandise, or highlight ticket sales.
The NBA runs ads through Instagram selling last minute tickets at a discounted rate. Selling last minute tickets is a great way to increase ticket sells.
Some franchises within the NBA often run ads for giveaways where if you provide your information, you can enter in a raffle to win game tickets with VIP access. This now gives the franchise access to fan emails where they now have a collection of fan information.
Analytics Tools
Instagram provides insights and analytics that help in understanding the audience better – their demographics, when they are most active, what content they engage with the most, etc. This data is crucial for tailoring content and strategies to enhance fan engagement and community loyalty.
In conclusion, Instagram's versatile platform presents an unmatched opportunity for sports franchises to foster deep, lasting relationships with fans across the globe. From the visually rich content that captivates followers to the interactive features that bring fans directly into the conversation, each Instagram tool serves a strategic purpose in building a loyal fanbase. Whether it's by trending hashtags that rally the community or through insightful analytics that inform targeted campaigns, the platform's offerings are a key piece to modern sports marketing strategies.
The innovative collaborations, promotions, and community-building activities highlighted here are just the beginning. As digital technology evolves, so too will the ways in which sports franchises engage with their supporters, ensuring that even fans who are miles away from the stadium feel as though they're right there, cheering from the stands. This is the new era of customer relationship management in sports. Instagram isn't just a social media platform; it's the digital arena where every fan can feel like an MVP.
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