This week, we’ll dive into the world of alternative and new media, a crucial frontier for any football club looking to grow its fanbase and brand in the modern age. It’s no longer just about the pitch; it’s about building a digital presence that captivates and connects.
Beyond the Pitch: Embracing Podcasting and Long-Form Content
The 90-minute game is just one part of the story. Podcasts offer a unique opportunity to provide deep, meaningful content that builds a strong emotional connection with your audience. Think of it as your own broadcast channel, with no limitations on time or subject.
Instead of just running a news-based podcast, consider creating a series that focuses on the human element of the club.Feature extended, candid interviews with players about their journey to the club, their life off the pitch, and their personal passions. Go behind the scenes with the head groundskeeper, the kit manager, or a long-serving volunteer.These stories are authentic and can turn a casual fan into a deeply invested one.
Podcasts can also be a valuable tool for tactical analysis, featuring discussions with coaches or former players that appeal to the more dedicated supporter. This type of content showcases the club’s expertise and can become a go-to resource for fans who want to understand the game on a deeper level.
Short-Form Video and the Rise of TikTok
The attention span of the modern consumer is shorter than ever, and platforms like TikTok and Instagram Reels have capitalized on this. Football clubs that have embraced short-form video have seen incredible growth in their audience,particularly among younger demographics.
The key to success on these platforms is to be authentic and entertaining. Don’t just repost highlights; create content that is native to the platform. This could be a 15-second clip of players having fun in training, a quick tour of the stadium from a unique perspective, or a “behind-the-scenes” look at a pre-match ritual. Engaging with popular trends and using viral audio can also help your content reach a much wider audience. The goal is to show the personality of the club and its players, making them more relatable and likable.
Gaming, E-Sports, and the New Frontier
The world of gaming, particularly football simulators, is a multi-billion pound industry, and it’s where a massive segment of your potential fanbase spends its time. Ignoring this market is a missed opportunity.
Consider creating a club-branded e-sports team to compete in professional gaming leagues. This not only generates revenue but also positions your club as forward-thinking and relevant. Even without a formal e-sports team, you can still engage with this audience. Host live streams on platforms like Twitch with players and staff playing the latest football video game. This is an incredibly authentic way to interact with fans, as it’s a more casual and unscripted environment.
Collaborate with popular streamers and content creators to feature your club’s content. Their endorsement can introduce your brand to a massive, highly engaged audience that might not be following traditional football media.
