While listening to The Rewatchables, the hosts were looking back at the film He Got Game and started discussing how sport has changed during the past 25 years - and in particular, the connection fans have with players as they grow to become their heroes.

The podcast is part of Bill Simmons’ Ringer Network and talks about classic movies. In this episode, Logan Murdock interestingly commented ‘I wish we had more of a connection to the players we watch on a day to day basis. 

‘We don't really get a chance to see these guys grow up [compared to 1998 when the film was released]. We see it on social media… 

‘[but] it's state propaganda now.'

This seemed odd to me at first - but the more I’ve thought, the more it’s made sense.

One could fairly assume we know more now about the likes of Victor Wembanyama who’s tipped to be the next superstar of the NBA due to the 19-year old’s 69 Instagram posts to 2.5m followers and collaborations with Drake on a Nike trainer, than we did of a similar-aged Kobe Bryant when He Got Game was released in a pre-social media 1998.

But actually, if we follow Murdock’s line of thinking, has social media and the ways channels are run driven a bigger wedge between us and them?

And is this something all brands should be wary of - from professional athletes to FMCGs?

Because there is no doubt there is ‘more content’ of emerging sporting stars now than there was even 12 months ago, let alone a quarter of a century ago, but what is this worth?

With the determination to develop heroes, what ultimately ends up happening is carefully curated personas are manicured, which may or may not have any truth to them - how are we to really know?

Consequently, rather than creating a figure for young fans to aspire to - we’re left with heavily saturated content which you feel no connection to - alienating rather than inspiring fans. 

The posts lack any authenticity, the reality is difficult to find and there’s no legitimate story to their personality - leaving us with a projection their management wants us to see.

Sound like propaganda? 

Perhaps that’s a step too far - but what harm has a clickbait title ever done, right?

But the point underpinning this all is crucial for all athlete and brand managers to understand. 

Many talk about ‘posting content natural to the platform’ and ‘in the formats our target audience understand’ - but once it’s been through five rounds of amends and everyone in the marketing department has fed-back (they all have an Instagram account after all), it’s left devoid of any emotive feeling.

The magic present at ideation has been drawn out of it partly because of policy, guidelines and such like - but also because of the desire to paint this picture-perfect image.

Then after it’s published the inevitable question arrives - ‘why hasn’t it gone viral?’

Well, because nobody cares. 

Not for a moment am I suggesting you ignore legal, dismiss brand positioning, and create something completely wild in an attempt to gain views - far from it. But for your audience to care, you need to give them something to hold onto.

Arguably the most popular player in the England Men’s Football Team is Jack Grealish - and why? Because he seems like a human. He celebrated Man City’s Treble like a Sunday League player would celebrate his team winning Division 6 of the Nottinghamshire League.

It’s why there’s such an affinity with many female athletes - they aren’t afraid to speak out on issues which are important to them, they’re natural, normal and approachable. You can see a person behind the avatar and consequently you’re drawn to them.

For brands to be successful with content and on social, they should learn from this. They have to be prepared to remove a bit of gloss, show a bit more reality and where appropriate embrace ‘scrappy content’ - which doesn’t mean ‘poorer quality.’ 

Storytelling should still be at the highest level possible to deliver your brand message, but with the space for it to thrive.

Look at some of the well respected brands who’ve developed a slightly off-centre content style and tone of voice - Duolingo, RyanAir, Gymshark. Would their approaches have made it through many marketing departments?

The handbrake needs to be taken off. To achieve authenticity and genuine connection with audiences along with the right to enter cultural spaces (such as music, sport, fashion etc) freedom needs to be given to social and content teams to be creative, experiment and try things.

If it doesn’t affect reputation or bottom line - what’s the harm? You might just come across some magic…

After all, to use another basketball movie analogy, you’d much rather be part of the slightly chaotic but ultimately loveable and victorious Tune Squad than amongst a group of soulless, fake and boring Monstars.

— 

If you’d like to discuss any of these ideas, or find out how Something About Us could work with you on a TikTok strategy, please get in contact.