• Loading stock data...
Saturday, May 18, 2024

How Organizations Can Drive Revenue Using Live Social Video


For a myriad of reasons, live video remains incredibly important in the sports landscape. Notably, fans and media members want to stay up to date on their teams and important happenings in real time. It’s often easier to absorb the latest information in a video than scrolling through a series of tweets, posts, or articles.

In fact, 82 percent of people prefer live video from a brand to social posts. Because of this, it makes a lot of sense that there are money-making opportunities for brands in this arena.

Take press conferences, for example. Brands pay big money to have their logo featured behind a popular coach as he or she addresses the media. Streaming these conferences to a team/brand’s social audience gets those logos to far more people than just the media members in the room at the time, however. What’s more, outlets can also find additional sponsors for their own videos of live events. Both of these instances present some clear benefits for the companies that purchase these sponsorships, as well as the teams themselves.

“Anytime a sponsor can tie themselves to a team it creates a relationship with the fanbase. These brands can benefit from fan loyalty turning into brand loyalty,” said Joe Centeno, art director of Team Infographics. “For the teams, they benefit from creating new inventory whether it’s new live social broadcasts, in-game features, or player features. New inventory means a new opportunity for both teams and sponsors to collaborate.”

SEE MORE: Exploring Fan Experience Trends and Opportunities

Speaking of those fans, use of live video can sometimes be about identifying who those fans exactly are on social platforms. This helps teams build a proper monetization strategy for all social content moving forward. Some things that help with this are the analytics tools that Delmondo provides its clients.  

“All these insights help teams build a story around the monetary value of their videos and their fans to an advertiser, which they can use to match brand partners with appropriate content themes based on audience insights, or create more engaging content to increase the value of their social channels,” Nick Cicero, CEO of Delmondo, said.

A strategy is an important aspect of actually monetizing live video. Without content or information that people want access to, it’s tough to build an audience. Therefore, digital strategists must remember that content is king and think through the best ways to build that audience before jumping right into using live video. While a small percentage of teams are making proper use of live social video, especially for revenue-growing purposes, Denver-based creative director Jesse Alkire offered some pointers for organizations hoping to make the jump.

SEE MORE: Inside The Athletic’s Live Event Strategy

“To me, the obvious first place to start is transitioning traditional pre- and post-game shows online, preferably on to social platforms,” Alkire said. “From there, you can deliver links and/or ads in-feed that are relevant to the streaming content they’re watching live, which can then take users to purchase tickets, merchandise, and even sponsor products. Everything all in one place, right where fans would naturally access it, just organized in one nice content stream.”

[mc4wp_form id=”8260″]

Alkire added that this could be a major jumping-off point for the next phase of social marketing’s evolution.

“Right now, I don’t see many sports teams offering live video — which is too bad, because they’re missing a huge opportunity. I’ll bet in the next five years you’ll see live streaming video become the biggest marketing tool for digital creative teams.”

Copy Link
Link Copied
Link Copied

What to Read

February 5, 2019; Washington, DC, USA; The grounds of the Capitol Building empty out following the conclusion of President Donald Trump's State of the Union speech on February 5, 2019.

‘A Breathtaking Lobbying Campaign’: The NCAA’s Sophisticated Effort to Save Amateurism

Inside the carefully coordinated, multimillion-dollar operation to end the athletes’ rights era.

The WNBA Was Forged in Houston. Why Won’t It Go Back There?

Houston’s a perfect fit for expansion. The league isn’t considering it yet.

Major League Rugby’s Vision for American Rugby

How Major League Rugby is leading the Rugby renaissance in the U.S.
May 9, 2024; Indianapolis, IN, USA; Indiana Fever guard Caitlin Clark (22) stands with the team during the national anthem on Thursday, May 9, 2024, during the preseason game against the Atlanta Dream at Gainbridge Fieldhouse in Indianapolis.

‘Perfect Storm’: The Rise of Local WNBA Broadcast Pacts

With national attention reaching new heights, regional coverage could dictate the future.
podcast thumbnail mobile
Front Office Sports Today

MLB, NBA, NHL Broadcasting Future Goes to Court


Featured Today

Mar 29, 2023; New York, New York, USA; American actors and comedians Chris Rock (left) and Ben Stiller sit court side during the third quarter between the New York Knicks and the Miami Heat at Madison Square Garden.

The Haves and Have-Nots: How the Knicks’ Celebrity Row Works

Unwritten rules, an expectation of quid pro quo, and nothing is free.
May 6, 2023; Miami Gardens, Florida, USA; Red Bull driver Max Verstappen (1) of the Netherlands walks through the garage area following qualifying for the Miami Grand Prix at Miami International Autodrome.
May 5, 2024

Max Verstappen Is Unstoppable. Is That Hurting F1 With New American Fans?

Formula One could be facing an inevitable plateau in the United States.
Apr 17, 2024; Tempe, Arizona, USA; Arizona Coyotes left wing Lawson Crouse (67) celebrates after scoring a goal during the third period against the Edmonton Oilers at Mullett Arena.
May 4, 2024

Everything to Know About the Coyotes’ Second Chance at NHL Life

The clock is ticking in order to restart a Phoenix expansion team.
April 28, 2024

Just Like We Drew It Up? Stadium Renderings Can Excite, Confound, and Anger

During a historic wave of development, drawings wield more power than ever.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Multiple - USA Careers
Multiple - USA Careers

DSG’s Path to Revival Faces Major Pushback from MLB, NBA, and NHL

Three major pro leagues raise further concerns about the bankrupt Bally Sports parent.
May 16, 2024

Amazon’s Thursday Night Fever: Banking on Caitlin Clark’s Impact

Clark makes her home debut for the Indiana Fever on Thursday night.
May 16, 2024

NFL’s Christmas Shake-Up: Netflix and Amazon Will Take It Over in ’25

This is the new-age NFL, where anything goes, if the price is right.

Major League Rugby’s Vision for American Rugby

How Major League Rugby is leading the Rugby renaissance in the U.S.
May 15, 2024

NFL’s Schedule Points to Network Strategies: Chiefs Lead, Texans Rise

The two-time defending champions are a fixture across many of the league’s tentpole events.
May 15, 2024

Caitlin Clark Debuts With WNBA’s Most-Watched Game in Decades

The game averaged 2.12 million viewers, the WNBA’s highest since 2001.
May 15, 2024

MLB Slams Bally Sports Parent, Calls Blackout of Several Teams ‘Harmful’

The league blasts the bankrupt Bally Sports parent in a new court filing.
May 15, 2024

NFL Signs Three-Year Christmas Day Deal With Netflix

The streamer will show two holiday games in 2024 and one apiece in ’25 and ’26.