Football fans consume content in a variety of ways, influenced by changes in social media trends, platform features, and the demand for on-the-go access.
To keep up with changing habits, content creators balance short-form and long-form video and focus on engagement and return on investment (ROI) using data-driven approaches.
In an interview with James Lindsey, Asia Football Group’s associate vice president of creative production, he says short-form videos have become important for fan engagement, particularly on platforms like TikTok, Instagram Reels, and YouTube Shorts. Goal highlights, behind-the-scenes footage, and player interactions perform well in these formats, keeping audiences engaged and serving as promotional tools for longer content.
Despite the growth of short-form content, “match highlights will forever be the main type of content for football audiences to consume regardless of geography or language,” Lindsey said. “We’re constantly looking at how to optimise these match highlights to ensure audiences engage as much as possible while also creating them in the most economical way.”
Longer content remains important for deepening fan engagement. Aside from game footage, documentary-style features, in-depth interviews, and match analyses provide additional storytelling opportunities. For example, the ACL Elite: City Stories series delves into the cultural and footballing significance of cities participating in the AFC Champions League Elite, providing a much larger perspective on the tournament.
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