The Power of Social Media in the AFL

[Lucifers Hero 39,636]

At various times the GWS comms team and PR have received well deserved acclaim on DL.

But the Hawks have taken it to a whole new level

"Social media platform TikTok ran a competition from April to November getting AFL clubs to post content. Hawthorn finished first with 85 million video views from 82,000 unique users. Collingwood were second with 56 million from 44,000 users".

hawks-won-tiktok-this-year-now-they-re-cashing-in  To outnumber Coll by nearly 2:1 is no mean feat!

Would love to see all the rankings.  Sadly, I suspect mfc would be near bottom.

On the back of their entertaining football and horde of new young followers:

• they have nine night and two twilight matches in their first tranche of 14 games, recognising the appeal of the resurgent team.  (Young people go to night games!!)
• the club’s guernsey sales were up 25 per cent on the year before
• Football’s financial year has only just started (November 1), but the club is already up 75 per cent in apparel sales year-on-year.
• The club’s membership is already 7000 ahead of this time last year
• waiting list for the premium membership that guarantees grand final access. In some categories of membership the Hawks are up 50 per cent on last year.

Imagine the riches that will follow from sponsors, gate takings, merchandising, memberships etc. 

Clearly, a lot of that is on the back of their 'charismatic' (smart alec) youngsters.  But the club has consciously focused towards a young demographic.

“We were seen as an older demographic, but the take-up in the last year has particularly been younger. The fans at games are younger because they are energised by the team, and seeing it as fun,” Hawthorn chief executive Ash Klein said.

Elsewhere on DL there was a discussion about social media and fan appeal and what we could do attract a younger demographic.  Game style helps, winning helps, extrovert players helps, cliches help!!

We have a bit of work to do to stay relevant.  A lot of clubs will read the article and think the same.

 

Disclosure on my part:  I'm a bit 'old school' so don't use social media preferring face to face interactions wherever possible.  But I totally get the appeal to a younger generation.  The whole social media thing to them is entertainment and lots more! 

Edited 1 hour ago by Lucifers Hero

[The Jackson FIX 3,093]

TikTok is exploding (has exploded) as a platform. So too Snapchat. You are right in saying their performance in this space is important, especially for attracting, engaging (and monetising) younger demos.

You’d hope our new CEO has more of a modern view of where we could go in this space.

[whatwhat say what 22,706]

social media only works effectively when you win on field as well

[DistrACTION Jackson 8,680]

My girlfriend works in marketing and media and previously was working with an agency who dealt with Toyota and the AFL. She’s since moved on but was telling me that the AFL and clubs don’t pay that well in the industry, mainly because it is seen that people do it for the ‘love of football’ or whatever. I’ve always felt this is an area our club should exploit. Pay the extra $40-$50k per annum to get the very best media/marketer we can get to really ramp up our content. This is so important in today’s world unfortunately!