In sports and entertainment, events are where all the stories happen and where all the emotions take place.
In the social media era, sharing these moments with an audience has become possible in a much more intimate way than before, but creating good content is not as easy as it may seem.
Although each event has its own specificities and universe, here are 5 core principles that I suggest we follow when defining, developing and implementing your editorial strategy.
Let's be ambitious.
Let's ban self-censorship. It may sound obvious, but obstacles may exist, especially when your event is historically and contractually linked to traditional media outlets.
Social platforms are not the enemies of television: they can be great allies. Social media should be a place where we can create value, enlarge your audience, talk to younger crowds and try out new forms of content.
If restrictions apply regarding the type of content that can be broadcasted (for example when covering a sports competition governed by media rights), it doesn't mean that we necessarily have to produce deceptive content. There are so many stories to tell and so many angles possible!
Let's be
smart.
A good piece of content is always pre-designed, prepared, produced. Let's think of your event as a story with a beginning, a middle and an end. It must make sense! Every piece of content should have a clear angle, be part of a broader narration and make your audience want to see more.
Moreover, every platform has its own specificities, its own codes, its own audience. Rather than duplicating the same content on TikTok, Instagram, Snapchat or Facebook, let's embrace all of these platforms organically.
Let's be
engaging.
The key to create engaging content is depth and personality. It is not just about showing what is taking place at your event, it is about creating an immersive experience without filters, as close as possible to the action.
Let's use first-person storytelling, by choosing someone to be the face of your videos and stories or by promoting user-generated content.
Last but not least, let's not be afraid to ask athletes or talents to produce content for you. They are often very familiar with social platforms, so let's suggest fun formats they can relate to, so we don't end up with dry content.
Let's be cool.
Branded content can be cool if is subtle. If you are a brand sponsoring an event, remember that an aggressive branding can throw people off and affect the perception of your content negatively. It is by putting content first that you will create a bond with your targeted audience.
Another risk is to "overproduce" your content. Social media content don't obey to advertising rules. An overly produced video can put more distance between you and your fans.
High-profile content creators can be great allies, although it is important to give them a clear and organic role, close to their own universe. Authenticity is key.
Let's be
fast.
Premium content doesn't wait. Let's publish it live or as fast as possible, when all eyes are on your event, so that it can have the biggest impact.
Let's also be fast when it comes to getting your audience's attention. There is no place for content that doesn’t go straight to the point from the first second, especially on mobile, where users are permanently solicited.