16 Apr 5 Major Trends in Women’s Football on Social Media for 2019
2019 is THE year of women’s American football. The US Women’s Football League dominated in the World Cup and simultaneously took over social media, news outlets, and even magazine covers.
Of course, most of this was due to their talent on the pitch, but there are some serious trends the US team and other international teams are implementing to increase the amount of women’s football media coverage across the globe. The world is watching and so are marketing experts.
Here are some of the hottest social media trends teams and players are using to catapult the sport to new levels of visibility.
Making Use of Influencer Marketing
Though women’s football is still growing in popularity here in the states, the sport is already huge elsewhere in the world. And that means more and more teams are using social media influencers to increase visibility, garner support, and share information about upcoming games and events.
For instance, stars like Emma Watson, David Beckham, and even Prince William expressed support for the UK Lionesses team and spread the word on the sport. Each of these stars have millions of followers on Instagram, Facebook, and Twitter. This lets their message reach a massive audience across the globe.
Ultimately, the fanbase isn’t limited to a team’s home country. It extends well across the globe. And the more areas an influencer can reach, the more publicity the women’s football team gets.
Active Player Accounts on Twitter
You’ve probably heard about the controversy between Megan Rapinoe and Trump. The football star expressed her views and opinions clearly on Twitter and in interviews with the worldwide women’s football media coverage outlets. But there’s one thing that stands out: she and other team members have their own personal accounts on Twitter and are incredibly active on the platform.
They share pictures, video clips, and interact with their fans on a daily basis. This helps them broaden their fanbase and makes fans feel valued. This goes a long way towards encouraging ongoing support.
Even better, Twitter accounts help reach a larger audience than a team-specific account can. Consider this: people often have a favorite player. And if they don’t follow the account for the team, you can bet they follow the player’s account.
This helps make sure more people know about events. And when the player retweets information from the team account, it increases the likelihood of gaining additional followers.
Creative Hashtag Campaigns
Both the sports’ Instagram and Twitter accounts rely on hashtags to reach new followers and share new campaigns. But standard hashtags can often get overused either by their fans or through sponsors’ advertising efforts. Most pros and sponsors alike are starting to take notice. That’s why we’re seeing an increase in unique hashtag campaigns that correspond to events, games, and certain product releases.
It seems that the players get some say over which hashtags they use. After all, their personal accounts are primarily representing their own interests and values. And many of those hashtags are sparking major changes.
Let’s not forget about the pay discrepancy between the men’s football teams and women’s teams. Women have been paid less each year even when thy outperform their male counterparts. #EqualPay became something brands took notice of and, when they made pledges to address the inequality, their fans and customers took notice.
Live Video and Exclusive Content
Instagram and Facebook both make use of live video. For women’s football teams, these platforms give them a place to host exclusive content that can’t be found on any other platform or through any other account. This increases engagement and gives fans a reason to follow those accounts.
Think of it as a way to create a captive audience. When done with sponsors in mind, the team can position their products in a way that seems natural and encourages their fans to support the same brands they do.
Targeting Female Audiences and Fans
For decades, sports marketing efforts have targeted a male fanbase. Think of many of the ads you see for big brands like Nike or Adidas. They tend to feature male athletes and market to male fans every single time. But with women’s professional football taking on a new presence on social media, those brands are starting to sponsor women athletes.
In doing so, it shows a versatility in their product line and encourages women to think of the brand as something built just for them. After all, if it’s good enough for the athletes they love, it’s good enough for them.
The key takeaway here is that women’s football is leading the pack in social media engagement, advertising, and trends. The athletes themselves are just as popular if not more so than the teams. And by focusing on creating content that sparks interest and engages their fans, they’re better able to promote their sponsors and themselves.