• Loading stock data...
Tuesday, June 10, 2025

How Teams Can Use Social Video Franchises to Tell Unique Stories

social

In the sports world, the first instinct when the phrase “new franchise” gets mentioned is to think of an expansion team. But within the movie and television production world — which is starting to bear more and more resemblance to your typical #SMSports operation all the time — the word “franchise” is used, in many cases, to refer to serialized content.

Within the past year or so, sports teams at the collegiate and professional ranks have been exploring this concept with interesting results.

Joe Centeno, art director at Team Infographics, has seen these results firsthand with some of the social media teams that he and TI have worked with in the recent past.

“Fans want access. The more behind-the-scenes action teams can provide, the better,” Centeno said. “It brings them closer and gives them an even closer connection to the team, players, and coaches. Teams also create an opportunity to gain new fans and exposure by these videos easily being shared on all social channels.”

SEE MORE: How Live Video Is Helping Sports Leagues Reach New Audiences

With the rise of shows like HBO’s “Hard Knocks” and Netflix’s “Last Chance U,” the market for serialized behind-the-scenes content has especially shown itself. Following suit, teams are producing their own versions of this, giving fans insight into what it takes to physically prepare for a season of their favorite sport.

A great and recent example of this has been New Mexico State football’s “Uncharted” mini-series which followed the team through training camp and through its first game of the year.

On top of the fantastic visual quality and production value of the show, “Uncharted” has given college football fans some perspective on how the expectations for the program have changed following the team’s first bowl win in decades at the end of last season and becoming an FBS independent. The four-episode series can also be found on New Mexico State football’s Facebook page.

“We’ve seen other departments leverage that emotional connection that fans have with their team,” said NMSU Assistant Director of Marketing Nicole Sack. “This year, we had a really exceptional story to capitalize on.”

[mc4wp_form id=”8260″]

NMSU community partner LNG Creative led production of the series with fantastic results. “The ‘Uncharted’ name comes from how we’re figuring out where to go next as a program.”

Meanwhile, Assistant AD for Marketing and Promotions DJ Downs further explained the inspiration for the series’ concept by saying, “We felt like the bowl win last year was really emotional, and that it was something that we could play off to build excitement for this year. The storyline is so natural, and we thought that highlighting where we go next really lent itself to that goal.”

New Mexico State isn’t the only program celebrating a program transition with serial behind-the-scenes content. Oregon State has embraced “The Return” of new head coach Jonathan Smith, who is back in Corvallis after he spent his playing days there and several years as an assistant coach.

The first two episodes have generated a combined 20,000 views on Twitter with more episodes planned throughout the rest of the season.

In addition, the NFL’s Jacksonville Jaguars have fully embraced this concept by exploring a number of different social video franchises. A look through their YouTube channel will show that they have “Off The Field,”Under The Helmet,” “Mic’DD Up” (sponsored by Dunkin Donuts), and many more that give fans an inside look at the team.

With this content strategy, it’s clear that the Jaguars social and digital media department understand Centeno’s point: The more behind-the-scenes action that teams can provide, the better.

Seasoned social media professionals will tell you that consistency is one of the fastest ways to build an audience. Social video franchises allow teams to do that both from a timing, distribution and content perspective; it’s very similar to how primetime television gets scheduled.

With that in mind, it only makes sense that many organizations are reaping the benefits of altering their programming practices for the future.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jan 31, 2025; New Orleans, Louisiana, USA; Boston Celtics guard Jaylen Brown (7) reacts to a play against the New Orleans Pelicans during the first half at Smoothie King Center.
opinion

The Celtics Sale Set an NBA Record. How Long Will It Stand?

Owners and investors weigh in on the $6.1 billion Celtics price tag.
Jan 24, 2017; Davidson, NC, USA; The Davidson Wildcats student section cheers during the first half against the Duquesne Dukes at McKillop Court at John M. Belk Arena. Davidson defeated Duquesne 74-60.

Every College Wants a Flashy Basketball GM Hire Right Now

The role is more important than ever, and the definition is ever-evolving.
August 31, 2024; Columbus, Ohio, USA; The Goodyear blimp flies over Ohio Stadium during the first half of Saturday’s NCAA Division I football game between the Akron Zips and the Ohio State Buckeyes.

Why the Goodyear Blimp Is at Every Major Sports Event

The airship wasn’t built to cover sports. Now it’s a regular presence.

Featured Today

May 27, 2015; Paris, France; Mirjana Lucic-Baroni (CRO) knocks the clay off her shoe during her match against Simona Halep (ROU) on day four of the French Open at Roland Garros

Roland-Garros’s Iconic Red-Clay Surface Is a Precise Alchemy

The exact science behind maintaining the French Open’s red clay.
Alex Jensen introductory press conference on Monday, March 17, 2025.
June 3, 2025

Alex Jensen Started Utah Utes HC Job While Still Coaching the Mavs

How Jensen began building an NCAA program while patrolling the Dallas sideline.
May 31, 2025

PSG and the City of Paris Can Join European Soccer’s Elite

What a maiden Champions League title would mean for the French club.
May 30, 2025

How the Champions League Anthem Took on a Life of Its Own

The composer didn’t know he wrote a timeless hit three decades ago.
Lisa Salters
June 8, 2025

ESPN’s Lisa Salters Missing NBA Finals Game 2 Due to ‘Personal Matter’

Salters has been in the role since 2022. 
June 10, 2025

Disney’s Hulu Takeover Sets Stage for Deeper ESPN Integration

The ESPN parent company will pay $438.7 million to complete the transaction.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
Ohio State Buckeyes celebrate their 34-23 win over Notre Dame Fighting Irish to win the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.
June 6, 2025

ESPN Expected to Sublicense College Football Playoff Semifinal to TNT Sports

The agreement would add onto the current sublicense between ESPN and TNT.
June 4, 2025

As TNT Sports Shifts, WBD Investors Reject $52M Zaslav Pay

Company shareholders reject the executive’s pay in a non-binding vote.
hanson_smiling
May 30, 2025

Scott Hanson Agrees to Long-Term Deal for NFL RedZone

His contract expired after the 2024 season.
May 30, 2025

French Open Scheduling Sparks Backlash Over Women’s Time Slots

Coco Gauff has also said the French Open schedule could be improved.