Industry Trends

How digital content is revolutionizing sports

The old aphorism that “the only constant is change” is just as true today as it was in ancient Greece, when the philosopher Heraclitus first made the observation, and perhaps nowhere more so than in the realm of digital content creation. From the constant cycle of viral trends to the ever-evolving algorithm that dictates our feeds, social media and the industries with which it’s intwined—which is to say, all of them—are anything but static.

The advent of social media has changed the sports industry in myriad ways, not the least of which being how that fans engage with their favorite teams. Through TikTok, Instagram and others, fans now can see behind the scenes to learn what is going on in their favorite player’s life, on and off the field. “Social media has opened up a way to see the personalities of players,” said Kameron Black, BSS ’18. “It’s a way to get direct access to your favorite player, favorite team or favorite coach. … To be able to get a glimpse of their lifestyle has completely changed the game.”

Black would know; since graduating with a degree in specialized studies, he has collaborated with brands ranging from Nike, the NBA, the NFL, DraftKings and FOX Sports. Recently Black began a new position at EA Sports, where he creates social media content for the Madden and College Football video games. Over the course of his nascent career, Black has watched the industry evolve from focusing on long, in-depth pieces to favor the shorter, more consumable content of today.

“Social media like TikTok, YouTube Shorts, Instagram Reels, videos under a minute, anything that can have someone’s attention in the first few seconds—that has taken over,” he said. Social media is inherently an always-on culture, particularly among younger generations, he adds, and sports content is no different. “It’s a 24-hour news cycle … [that’s] constantly updating, and it’s always changing.”


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