Ten reasons why sports clubs will make money from social video in 2017
2016 saw social video take centre stage in the content marketing strategies of sports clubs and sports affiliated brands. From the sublime re-signing of Paul Pogba on social media, to the brands that put in spectacular video performances at last summer’s Olympic Games and Euro 2016. We are predicting that 2017 will see the rise of social video as a revenue stream for sports clubs. Read on to find out why…
Here is a summary of why we think social video has the potential to change sports sponsorship in 2017:
1. The value to brands from TV-centric sponsorship deals is decreasing
2. Social video is exploding in popularity and brands are making the format a marketing priority
3. Shorter consumer attention spans make brand storytelling harder and direct sponsorship exposure highly appealing
4. 99% of brands cannot generate the same trust, loyalty and following that sports clubs have built up on social media
5. The majority of sports clubs now have the capabilities to share branded video content more frequently that they are appearing on TV
6. Social media is evolving from storytelling to always-on documenting, which sports clubs are already sharing with their fans
7. Social video is not a passive viewing experience like broadcast coverage, video engagement data can be turned into a brand performance value
8. The sports clubs that will win at monetising sports sponsorship through social video are the ones who stop viewing it as a pure marketing tool
9. Burst Insights has developed a value analysis system that equally benefits content marketers and commercial managers
10. We have produced a 90 page ‘how to’ guide report, packed full of football focused use cases, to help every sports club get started on their content monetisation journey
It is hard to disagree that consumer trends, brand desires and the content productivity of sports clubs all point to the growing importance of social video within brand partnerships. But the potential to monetise it as a verified source of brand sponsorship value cannot be realised without approaching social video in a new way. We hope you join us on that journey in 2017.
To read more about our groundbreaking research report, head to www.burstinsights.com or email me on simon@burstinsights.com
