Wednesday, July 17

🌟 Today’s Highlights:

• Instagram Reels can now have up to 20 songs

• TikTok is partnering with Eventbrite for ticketing

• YouTube is testing Community Spaces for fan engagement

• 📊 Stat of the Day: One Australian media publisher estimated it would lose up to 52% of its revenue if Meta moves forward with no longer distributing news. (Source: PressGazette)

• 💡Today’s Insight: How sports marketers keep the content engine going in the off-season

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💡 Today’s Insight 💡

How sports marketers keep their social platforms active year-round

🗞 TL;DR - You might forget that sports teams have an off-season, and that’s because their social media teams don’t take it off. Team social media managers continue to publish new content year-round, even when teams aren’t playing. They’re able to do this by leaning into memes and behind-the-scenes content, as well as accepting the dip in engagement.

💡 Insight - In general, social engagement for sports teams usually dips when the teams aren’t playing. Instead of trying to match their in-season KPIs, team social managers build in lower expectations. Engagement rates dwindle, but teams also publish less in response to the lower demand, opting to highlight new players or trades instead of real-time game updates.

Many teams find engagement by leaning into fan culture with memes and trending content. For example, Manchester City posted a photo of its manager next to the Boston Celtics’ head coach when the Celtics won the NBA Finals in June. Listening to fan conversations and knowing what might resonate is key to keeping the content engine going.

The off-season is also a great time for social channels to dive deeper into behind-the-scenes content or highlight the life stories of the players themselves, adding to the authenticity and reliability of the brand. Even if you’re not a sports marketer, you may want to consider what your “off-season” looks like and how you can maximize content even when it feels like engagement is dwindling.

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⚡️ Today’s Headlines ⚡️

🎶 You can now add up to 20 songs to your Instagram Reels

📝 Google Search is ending the ability to take Notes on results

🎟️ TikTok is partnering with Eventbrite for event promotion & ticketing

🤩 YouTube is testing out Community Spaces for fan engagement

🧠 Apple, Nvidia, & Anthropic used swiped YouTube videos to train AI