Of the MLB’s numerous social media platforms, Twitter has served as the most extensive and best at building brand awareness (right now). The graph below (obtained via marketingland.com) shows the Twitter “pull” for each team compared to the industry average, and I found it interesting enough to include in this installment of my blog. A link is provided at the end of this post that redirects to the full report.
However, my post today discusses a new partnership between the MLB and the Snapchat app; a partnership that has become extremely popular on the “My Story” portion of the app, and could be highly beneficial for both parties involved. For those of you unfamiliar with Snapchat, the app is essentially a social image sharing platform that allows individuals to send self-taken photos to one another with a minimal amount of text included. The MLB is utilizing this app to feature fan generated content. The content content will appear on Snapchat’s ‘Our Stories’, a feature that pieces together users videos and photos at a specific location. These photo/video collages will be displayed on either Wednesdays or Thursdays of each week. While there wasn’t a monetary exchange in this agreement, a high amount of upside is present.
For Major League Baseball this partnership is simple, it allows extensive access to an overwhelmingly young audience. Much like the MLB Fan Cave (as discussed in my previous post), the league is continually aiming to capture youthful attention. In a recent comScore report it was indicated that around 71% of U.S. Snapchat users are between the ages 17-34 (view here: http://bit.ly/1bRRKwg ) . When this is compared to the average viewing age of 54 (view here: http://bloom.bg/1ETzECO ), capturing the younger market is vital for the livelihood of the league. For Snapchat, it is the first sports market niche that the company has obtained. This gives Snapchat access to previously untapped revenue and advertising for the live-streaming industry. These MLB stories could become an ideal environment for feature ads in the foreseeable future, which would have quite the monetary benefit.
All-in-all, I see this deal struck by the MLB to be an advantageous one. Once again, they are capitalizing on a social trend and using it on a mass scale to generate brand awareness. This innovative approach should be a great way for the MLB to appeal to younger audiences, generate social media buzz on sites like Twitter, and form partnerships that will continue to further its digital agenda.
Drive Home Safely,
Bryan White, MBA
*Link to marketingland.com’s outstanding article on MLB Twitter influence: