• Loading stock data...
Wednesday, December 4, 2024

Friday Five: Bleacher Report Chief Content Officer Sam Toles

  • Bleacher Report’s history of user-generated content includes videos from athletes themselves.
  • Since the suspension of live sports, UGC has generated 40% of B/R’s social engagements.

Bleacher Report has always prided itself on its relationships with athletes. With the sports industry frozen in suspended animation, that access has never been more critical to its business strategy.

As media companies across the industry shift to cover do-it-yourself videos submitted by athletes and fans, that user-generated content has been a staple of B/R for years, especially on its “House of Highlights” Instagram account.

Five of B/R’s ten most-watched videos on Instagram this month are athlete-centric, said Bleacher Report Chief Content Officer Sam Toles. Since the suspension of live sports, UGC content has generated 40% of B/R’s social engagements. 

“UGC has always been such a critical component to our playbook because it allows our community to relate and connect with content in an authentic way that’s not a characteristic of traditional media,” said Toles. “It gives a window into the up close and personal,’ and a glimpse into the real-life of athletes, celebrities, and heroes that inspire us all.”

In some cases, B/R owns the UGC. In other instances, it reposts videos from athletes and fans.  

At a time when the country is reeling from the coronavirus pandemic, these videos give B/R viewers and readers a needed laugh, according to Toles.

UGC lends itself to “more playful and humorous content, which is especially critical during these uncertain times,” he said. “So while these are unprecedented times, this is almost second nature for us.”

Front Office Sports’ Michael McCarthy took a deep dive with Toles on the past, present, and future of UGC at B/R. Excerpts:

FOS: Why has user-generated-content become so important to the media during this sports shutdown? Does it make viewers/readers feel like they are part of the story?

Toles: Nothing like this has happened in over 100 years, and sports fans are impacted in ways they’ve never experienced before. Being totally disconnected from the games, teams, and athletes they love makes what B/R does so much more important. 

We are keeping our community of fans connected and entertained through various means – but central to our operating philosophy is that our audience is always a part of the conversation, and UGC is helping to play a big part in this.

We’re able to facilitate this across our social channels and within our app, which is loaded with social functionality and provides the connective tissue between our fans, athletes, and the sports they love.

FOS: So give me some examples of B/R employing UGC in a smart, strategic way.

Toles: From conversations and reactions to the surprising news coming out of NFL free agency, to our animated characters practicing social distancing through “Gridiron’s Prank Video Calls,” and of course through UGC and other content (FaceTime Interviews being a great example), B/R is filling this void through relatable content, conversation, and community. 

FOS: What feedback are you getting on this strategy?  

Toles: We’ve seen some positive trends when it comes to UGC content so far. In March, five of B/R’s top 10 most viewed Instagram videos featured athletes-centric UGC, such as this Kyrie Irving video

FOS: Can you share the most effective examples of UGC on B/R?

Toles: We are continually assessing and iterating what is performing well for us, and thanks to the intrinsic nature of UGC, a lot of the ideating is coming from our community and the athletes themselves. 

We made an impact with the HoH’s viral #InHouseChallenge with Trae Young, which included a video of him doing an in-home 3-point challenge. [B/R worked directly with Young to create #InHouseChallenge, but he owns the content.]

The video generated 2.3 million video views on HoH while generating another 2.3 million views on Trae’s account. This challenge has also led to additional content as fans continue to submit their own, such as the Grapes #InHouseChallenge (1.8 million views) and Ice Cubes #InHouseChallenge (1.4 million views). 

FOS: Will UGC continues to be an important cog in B/R’s content wheel when live sports return?

Toles: UGC has and will continue to be an important part of any successful content strategy, but I do believe we’ll see some broader consumption trends borne out of this. I also think the athletes are seeing the benefits of connecting with fans and using platforms like B/R to broaden their reach. 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Kyrie Irving

Therapist Sues Kyrie Irving Over $400K Bill After Death at Family Retreat

The suit says she was stiffed on bills for a 150-person retreat.
Vanderbilt Commodores quarterback Diego Pavia (2) throws the ball as Auburn Tigers take on Vanderbilt Commodores at Jordan-Hare Stadium in Auburn, Ala., on Saturday, Nov. 2, 2024. Vanderbilt Commodores defeated Auburn Tigers 17-7.

Vandy QB Pavia Sues NCAA for 2 More Years of Eligibility

Diego Pavia beat Alabama. Can he beat the NCAA’s eligibility rules?

Lawsuits Allege Widespread Copyright Violations by NBA Teams

Almost half the NBA is being sued over copyright issues.

Everything To Know About the Jaylen Brown–Nike-Olympic Beef

It starts, as it often does, with a carefully parsed emoji.

Featured Today

Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
November 30, 2024

U.S. Investors Are Gunning for England’s Small Soccer Clubs

Is another Hollywood-like success story possible among the U.K.’s smallest clubs?
Nov 1, 2024; Boise, Idaho, USA; Boise State Broncos running back Ashton Jeanty (2) leads the team onto the field prior to the first quarter against the San Diego State Aztecs at Albertsons Stadium.
November 29, 2024

Schools Are Scrambling to Prepare for the NCAA Revenue-Sharing Era

In the post–House v. NCAA world, “everyone’s kind of on their own.”
Nov 4, 2024; Kansas City, Missouri, USA; Recording artist Taylor Swift arrives prior to a game between the Tampa Bay Buccaneers and the Kansas City Chiefs at GEHA Field at Arrowhead Stadium.
November 29, 2024

The PWHL Could Be Inviting a Date With Taylor Swift’s Legal Team

The Toronto Sceptres may have opened a Pandora’s box of trademark issues.
Oct 19, 2024; Fort Lauderdale, Florida, USA; Fifa president Gianni Infantino (left) and Inter Miami CF co-owner Jose Mas (right) celebrate Inter Miami CF post match against the New England Revolution at Chase Stadium.

Club World Cup Ends Up on DAZN After Apple Deal Falls Through

DAZN will stream all 63 tournament matches for free starting next June.
December 3, 2024

Lions-Bears Sets Early Thanksgiving TV Record, Still Trails Cowboys

CBS drew an average of 37.4 million viewers for Bears-Lions on Thursday.
December 4, 2024

ESPN Gets Prime Real Estate on Disney+. What’s Included?

Sports content will reach tens of millions of additional streaming subscribers.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Feb 11, 2024; Paradise, Nevada, USA; Elon Musk looks on before Super Bowl LVIII between the San Francisco 49ers and the Kansas City Chiefs at Allegiant Stadium.
December 3, 2024

Can Elon Musk’s X Fix Its Rampant Fake Sports News Problem?

Little is known about how X will enforce its new policy aimed at parody accounts.
Oct 22, 2023; Tampa, Florida, USA; YouTuber Jimmy Donaldson MrBeast takes photos with fans before a game between the Atlanta Falcons and Tampa Bay Buccaneers at Raymond James Stadium.
December 2, 2024

Ronaldo, Brady Among Athletes Riding MrBeast’s YouTube Success

Jimmy Donaldson, known as MrBeast, has 334 million YouTube subscribers.
December 1, 2024

Cowboys-Giants on Thanksgiving Draws 38.5M, Tops 2024 NFL Ratings

The Giants-Cowboys Thanksgiving afternoon game drew 38.5 million viewers on Fox.
Bluesky and Twitter
November 28, 2024

Why Bluesky Is Not a Serious Threat to Sports Twitter

Bluesky recently hit 23 million total users. That doesn’t touch X/Twitter.