Too many sports brands are still clinging to the idea that Facebook and other "OG" platforms should be the foundation of their social media strategy. While these platforms still serve a purpose and attract large audiences, they are no longer the go-to choice for many younger fans.

Many 16 to 21-year-olds aren't active on Facebook - lots don’t even have an account. The next generation of fans, the ones who will buy tickets, merchandise, and memberships, are spending their time elsewhere. Platforms like TikTok, Snapchat, YouTube, and Reddit dominate their attention, so if your social media strategy doesn’t evolve to meet them where they are, your brand risks falling behind.

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The Shift in Audience and Algorithms

Social media is always evolving. Audiences migrate to new platforms, algorithms shift priorities, and content consumption habits change. While Facebook, and even Instagram to a lesser degree, continue to appeal to older demographics, they are losing relevance with some younger fans.

This shift is not just about where fans spend their time but also about how they interact. TikTok thrives on creativity, trends, and authenticity. YouTube and Reddit foster deeper storytelling, niche communities, and meaningful engagement. Snapchat excels at creating personal, fleeting connections.

If your brand isn't present on the platforms where younger audiences are most active, you risk losing their attention to competitors - and I don't just mean sports. These competitors are no longer limited to other teams or leagues; gaming and entertainment platforms are also vying for the same audience. The likes of Netflix and Twitch etc.‍

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Repurposing Content Is Not Enough

Reposting content from Facebook or Instagram to TikTok or YouTube is not a strategy. Each platform has its own culture, audience expectations, and content formats. TikTok generally requires short, engaging, and trend-driven videos. YouTube is built for longer-form, polished storytelling. Reddit thrives on authenticity and thoughtful contributions to discussions.

To succeed, sports brands need a platform-specific strategy backed by proper resources and creative expertise. This involves creating original content tailored to each channel, ensuring it feels authentic and resonates with the intended audience - NOT just a copy and paste of content you've created for the OG platforms.

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The Cost of Ignoring Younger Audiences

Neglecting younger fans is more than a missed opportunity - it threatens the future of your brand. These are the fans who will become your most loyal supporters. They will purchase tickets, wear your merchandise, and advocate for your brand on social media for many years to come.

If you fail to engage them now, another team, sport, or entertainment platform will. Younger fans are not waiting for you to catch up. They are engaging with brands and communities that understand their needs, speak their language, and and meet them where they are.

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You Don’t Have to Be Everywhere

A common misconception is that brands need to be on every social platform. This approach often results in stretched resources and diluted content quality. Instead, focus on the platforms that matter most to your target audience. And yes, that doesn't just mean Facebook and Instagram.

Speak to fans and/or conduct research to understand where your next generation of fans spends their time. Then, prioritise the channels that align with your brand’s goals and invest in creating high-quality, platform-specific content.

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The Time to Act Is Now

The digital landscape is shifting rapidly, and sports brands must adapt to keep up. Developing a targeted platform strategy is not just about choosing the right channels. It is about building connections with the next generation of fans, earning their loyalty, and staying ahead of the competition.

Are you ready to rethink your platform strategy and engage the fans of tomorrow? If you feel like you need support or more direction, please get in touch.

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