By: Dallas J. Short
The 50th Season of the NFL has kicked off and the league has a new two-year extension with Twitter. The multiyear partnership will deliver uniquely packaged official NFL video and other types of content to fans daily, year-round. Partners since 2013 through the Twitter Amplify program, NFL and Twitter will offer brands the opportunity to present official NFL content created specifically for the Twitter platform, on PCs, tablets and mobile devices. The partnership breaks new ground in creative programming, improved video delivery and brand integration with NFL content on Twitter.
While this is a win for Twitter (Vine and Periscope), Facebook takes the loss on this. The NFL will be posting “significantly more official NFL content than in the past” on Twitter and Twitter is taking the lead on ad sales. Zuckerberg can’t “like” that. The NFL will continue their deals with Facebook, Snapchat and YouTube, as well as their new deal with Yahoo, but Twitter is getting the star role. This is Twitter’s first time it has done a multi-year deal with a big media company like the NFL. So, it should get real exciting and offer fans a lot more looks. Besides video of the most exciting plays during games, NFL’s social media team will be publishing infographics as well as overall game recaps specifically developed for the Twitter audience, including dedicated feeds. Also, on the NFL Communications page, their only social media link is to their Twitter page. Well played. The NFL’s Twitter followers have gone from five million to 13 million in two years and it is sure to explode even more with this new program fully launched.
I prefer Twitter as my go-to social media platform when it comes to sports. I might post a status on Facebook about the game, but going back and forth in real time on Twitter is a lot more fun and interactive. If you haven’t, you can think of it as a big conversation at a sports bar, sitting alongside your fellow fans, your rivals, of course trolls will always troll. Also, most analysts and sports journalists tweet throughout the games and players are more likely to tweet after the game (some players even get put on time out by their organizations for being so knee-jerk, emotional and sometimes aggressive with their tweets), so this deal makes a lot more sense than I think some might realize at first (despite whatever is going on at Twitter internally.)
The NFL hits the social media hat-trick with this, it engages, it educates and it entertains. Like NFL Red Zone has also proven, the FOMO (fear of missing out) is real for football fans. They want to be involved all of the time and know everything that is going on, as soon as it happens or while it happens, even if it is not their favorite team. Everybody wants to be an “insider” and feel like the Adam Schefter of their friends or the Mort Report of office water cooler conversations.
Which social media platform do you usually get your NFL fix from? If not Twitter, will this new deal have you checking it more? As always, if you like what you read, please be social and share. Please feel free to follow me @meddafore @indraPRGroup