NFL remodels social media strategy for Gen Z engagement
The National Football League (NFL) is remodelling its social media approach to attract Generation Z for the 2024 season. The objective is to create an attractive and unique experience by leveraging innovative social media campaigns centered on authenticity, interaction, and relatability.
In this bid to stimulate the digitally-native Gen Z, the NFL plans to swap traditional promotional methods for more user-generated content. The focus is on forming closer ties with players and games, hence plans to deliver more behind-the-scenes content.
YouTube has been identified as one of the platforms to engage fans. The NFL is rolling out interesting content that showcases players’ off-field personalities. A strong emphasis is placed on raw, genuine footages to foster a more intimate bond with fans. This may include live Q&A sessions, and player-led lifestyle vlogs.
An integral part of this strategy is the breakdown of the public images of NFL players.
Rethinking NFL’s social media for Gen Z
By depicting players in their everyday activities, fans are given a chance to connect on a human level, appreciating their humor, challenges and life outside the football field.
Given that younger audiences prefer short-form videos on YouTube, the NFL aims to blend traditional broadcasts with new media platforms for a more personal fan engagement, thus maintaining fan interest and loyalty in the digital age.
However, the dwindling sports interest among Gen Z poses a challenge, even though the NFL season viewership is the second-largest since 1995. A number of factors like off-field dramas, the rise of NFL fantasy leagues and online sports betting are attributed to this heightened viewership. Also, strategic partnerships with broadcasters and tech companies, coupled with technological advancements, have improved accessibility to NFL games.
The alarming statistic of apathy towards sports among Gen Z revealed in a survey shows just 38% identify as sports fans, with 21% showing indifference. To navigate this, the NFL is employing unique social media tactics, like live broadcasts, contests, and collaborations with influencers. Snapchat lenses, filters, emoji reactions on Facebook, and captivating short videos on Instagram are being implemented to actively engage Gen Z.
In addition, a collaborative effort between NFL Films and HBO will extend the renowned Hard Knocks sports documentary series. For the first time, the series will encompass an entire NFL division. This seeks to offer audiences an in-depth view of an entire season, establishing an immersive football experience.
