Lindsey Komson

Short-form video content is taking the sports world by storm.

Sprout Social’s 2024 Content Benchmarks report found that 81% of consumers want to see more short-form videos from brands, and that short-form video delivers the highest ROI compared to other marketing trends.

On the sports side, a WARC survey reports that 90.5% of sports executives expect consumption of highlights and short-form content to grow.

To put it simply, short-form content is bringing about a new age of sports social media.

VideoCaddy explains that “the increasing prevalence of short-form digital media content offers an immersive and enriched viewing experience, setting a new paradigm for audience engagement across the globe.”

This type of sports content resonates because, as Greenfly puts it, it’s not just news – it’s entertainment.

Here are some major reasons why short-form video is reshaping sports social media:

Behind-the-scenes/all-access content is bringing fans closer to their favorite teams and players while creating community.

According to SocialChamp, “One of the biggest benefits of social media in sports is its ability to connect fans with their favorite teams and players…. This interactive experience builds a loyal fan base, creating deeper emotional connections that engage audiences year-round.” BTS content allows fans to see their favorite teams and players beyond the field or court, allowing them to relate on a human level.

Greenfly explains that “‘All-Access’ content delivers an exclusive view into the event for fans. From pre-game arrivals to warm-ups, post-match wind-downs and player exits, there’s no shortage of content to capture.”

Fans want to be a part of the experience, and this content provides that for fans of all types. Die-hard fans get to go inside the lives of their favorite players, while casual fans can become more engaged with on-field action by consuming and enjoying this content.

Authenticity is valued in today’s digital landscape. Everyone is trying to go viral or be the next big thing, but short-form video allows for players and teams to resonate with their audiences.

Most professional sports organizations have photographers and videographers capturing on-field moments. While those are always great to watch, they don’t always resonate with the average fan. On social media, fans are looking for content that feels authentic. Playing into trends and showing what it’s really like to be around the team and organization will keep audiences engaged.

“…the most engaging short-form digital media is better if you DON’T use pro lighting, cameras or sound. All you need is a smartphone and some creativity. Then you can start recording the scenes and moments that really matter to fans.”

Short-form video content can drive brand visibility on social media like never before.

Sports teams, leagues, and brands know that their fans will find their content. Fans will go out of their way to follow or engage with their favorite team on all mediums. However, given the introduction of video content sections to many social media apps, non-fans have access to this content at any time as well.

On any video content feed, For You Page, etc., anyone can stumble upon a team or league’s video and decide to engage. One video can turn someone into a fan.

Additionally, short-form video content is easily shareable. If someone enjoys a reel or TikTok, they’re likely to share it with their friends, increasing video views but also brand visibility. According to Southern California News Group, “videos get 1200% more shares than text posts and images combined,” so posting video content almost guarantees your brand will be seen by vast audiences.

Including short-form video content in a team/league’s social media strategy shows that they want to meet fans where they’re at.

An article by GWI explains that sports fans especially suffered during the pandemic due to all professional and recreational leagues being shut down. The only way people were able to consume sports content was online, mostly on platforms like TikTok, contributing to the global decrease in attention spans. Once sports came back, the damage to attention spans had already been done, forcing sports brands to create content that their fans want.

Sprout Social reports that Gen-Z’s top channels for news and products are TikTok and Instagram, emphasizing the popularity of short-form content. It also reports that the top 3 types of content consumers are most likely to interact with are between 0-60 seconds long. Short-form video content resonates, and many people prefer to consume information that way.

Lastly, user-generated content is expanding the capabilities of short-form sports content.

Gone are the days of big brands needing to do all the work to promote their teams. Fans have just as much exposure on social media to engage and excite fans.

“…delivering fan content engages fans on social media like no other form of digital media. Fans have an opportunity to participate and contribute — to be a part of the sport they love. They’ll promote the content and share it with their own audiences.”

Fans can contribute to a team or league’s coverage of a big moment and expand coverage beyond just the typical media accounts. “That buzzer-beater basket? What does a 360-degree view look like? Fans have captured that basket from every angle, and sports marketers can put each swoosh into a compilation that delivers a truly immersive experience.”

Short-form video content is reshaping the sports social media landscape. The more sports brands implement it into their strategy, the more audience growth and engagement they will see.