I may be biased, but some of my favorite social media accounts are run by the Denver Broncos.
The NFL and its teams are all spread out across social media platforms, utilizing Facebook, Twitter, Instagram, and even Snapchat. Social media allows NFL teams to engage their fans on a daily basis, providing footage of practice that day, interviews with players, interviews with coaches, and more. More than ever, fans know what is going on with their favorite team in real time. Because the NFL teams use social media in this way, the fans feel involved and more invested in their team. They even have the opportunity to engage with their favorite players on a personal level.
All of this leads to increased engagement from their fans. Today, when people watch TV, they are often also on their smartphone, tablet, or computer. Being on social media allows the NFL to capture their attention outside of just the television.
Here’s what I love about the Broncos’ social media accounts.
They know how to use their platforms correctly.
Often, social media users think platforms are interchangeable, but they really aren’t. People use different platforms for different reasons. Facebook is still king of social media, but Twitter and Instagram are growing in importance, and from a branding perspective, Snapchat can be pretty invaluable. While the Broncos sometimes share the same posts across different platforms, each platform also has unique content. This is important because having different content on different platforms ensures that your followers are following you everywhere. It provides different angles to your brand.
They focus on their people.
Fans care about the players on the team, and the Broncos do a good job of focusing on their players through their various platforms. They share articles and photos about the players and coaches. And the Broncos don’t only focus on current players, but players from the Broncos’ rich history, like John Elway and Coach Kubiak back in his playing days. They share every aspect of the team – including the mascot and the cheerleaders.
This area is where the Broncos’ Instagram and Snapchat shine. They show-off the unique personality of their players, like Von Miller’s unique style and Emmanuel Sanders’ dedication to the fans. It’s especially great when they feature the fans – making them a part of the Broncos team as well. Their Snapchat stories show off daily life for the Broncos. They snap the players at practice, and interview them and the coaches. They have players “take over” the platform, giving their feed a shot of personality. Both of these platforms are great ways to engage their audience, especially their younger fans.
They are all about their brand, and make updates where they’re needed.
Of course, if you look at the page, Broncos blue and orange is everywhere. They tout the history of the organization. But even more interesting now is their creation of a new hashtag. The Broncos used the #UnitedinOrange in 2015 and before that, but they have a new hashtag out – #Horsepower. To me, this hashtag suggests a reinvigorating of the brand. They already have unity with their fans – now they’re about moving into the future. With #UnitedinOrange, the Broncos were gathering strength. Now they’re on the move, and so the brand has to be as well. The Broncos demonstrate that it’s important to evaluate your messaging, and make sure it’s still what you want to be projecting.
Their content is regular and frequent.
The Broncos know how to give hungry fans what they want – more and more information about players, upcoming games, and strategies. Each account posts several times a day, and the content is relevant. They live-tweet/post during games, ensuring that fans who aren’t able to make it to a television can still participate and know what is going on. They also post a lot of video – showing incredible plays and what is going on in practice. Because they are posting frequently about what their fans care about, the Broncos are able to drive a lot of engagement on each post.
There’s a lot to learn from the Broncos and their social media accounts, especially regarding the specific use of social media platforms. Consider their social media playbook, run through a few plays, and you too can be a social media champion.
Kirsten Queen, Project Manager at Jet Marketing
Kirsten is proud to wear that #18 jersey, and has her fingers crossed for a great season for the Denver Broncos.