Big tournaments like the UEFA European Football Championship provide social media managers with a unique opportunity to observe, learn and adapt to emerging trends in real-time. These events are a perfect storm of abundant content, vast audiences and memorable moments, making them a goldmine for brand engagement.

The Euros have clearly showcased where sports content is heading: a shift towards more natural, live and direct interactions, blending both branded and non-branded visuals across various formats such as images, videos and carousels.

We’ve all seen how the Dutch fans were having a party and celebrating (+40M views) or how the ‘saxophone guy’ brought us the best football song memories (+15M views). Both videos, or series of videos, have the same natural approach, capturing the moment without editing. These videos were reproduced by thousands of accounts, especially media, which used the same non-branded videos.

Authenticity is a trend, but shouldn’t we also think about brand awareness? Are teams leveraging this trend effectively or are they focusing on short-term performance without thinking about how branded content can help them reach their marketing goals?

Key social media trends from the Euros

Embrace Authentic Experiences

Fans are seeking immersive, authentic experiences. Authenticity in sports content, like unfiltered locker room celebrations or behind-the-scenes footage, builds trust and loyalty, making fans feel more connected to their favourite teams and players.

The Power of Real-Time Content

Short-form digital media is more than just a trend; it’s becoming a necessity. Young sports fans increasingly prefer watching highlights like goals or key plays immediately on social media rather than waiting for longer broadcasts.

This shift presents a significant opportunity for teams to boost brand awareness by delivering quick, engaging content.

Failure to share these moments right away means missing out on valuable engagement opportunities. Using live formats beyond just stories, like video branding, can really boost fan interaction.

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Strategic Balance And Measurement

To maximize the impact of their social media efforts, teams need to strike the right balance between short-term engagement and long-term brand objectives.

• Incorporate Subtle Branding: Integrate brand messages subtly within authentic content to maintain the genuine feel while boosting brand visibility, as it’s important to have a good balance between branded and non-branded visuals.
• Leverage Real-Time Data: Use real-time analytics to understand what types of content resonate most with your audience and adjust strategies accordingly.
• Diversify Content Formats: Experiment with various content formats such as live videos, stories and carousels to keep the audience engaged and cater to different preferences.

Spain Celebrations: How can marketing support sales on social media?

After winning the Euros, Spain posted non-branded videos to show the team’s celebrations. The engagement and reach were great, with millions of views and interactions, capturing the key players of the tournament.

To celebrate the title, they first posted a composition including a new claim: ‘C4MPEONES’. This claim was brilliant: Spain is the first country to win four Euros titles, and it was a great marketing opportunity to boost sales and brand awareness. But the surprise was that they didn’t use this claim in their video celebrations, losing the opportunity to continue impacting their audience.

Ons Oranje pre-match atmosphere: Virality can come from any post

The Dutch team has been using ‘Nothing like Oranje’ as a claim for several years. Indeed, the Dutch fans went viral with their support in Germany, showing an incredible football atmosphere that was completely different from what we saw in Qatar 2021.

It was ‘nothing like them,’ but they didn’t brand these videos subtly, which could have impacted millions of people outside their social media. Thousands of sports accounts outside the Dutch team reproduced these videos, reaching millions of users. 

Real case example: Manchester City’s USA tour branding

Manchester City offers a prime example of how subtle branding can enhance the impact of a USA tour. Their videos maintain a natural and spontaneous feel, yet the strategic use of branding plays a crucial role in connecting with new audiences. This approach proves effective, especially as other accounts, such as Sportbible and Oddsbible, share the content. By seamlessly integrating their brand into engaging and authentic content, Manchester City successfully boosts visibility and resonance with fans across the Atlantic.

As social media keeps shifting towards more real-time, authentic content, sports teams have a great chance to boost their brand awareness. By embracing spontaneous, live moments and using platforms like Instagram, teams can connect with their audience in meaningful ways.

In this new era of social media, the winners will be those who capture the spirit of the moment and link their brand message to their content, understanding the benefits in the long run.

At Content Stadium, we help 150+ sports clubs, teams, federations, leagues and organizations to create quality content at speed with our all-in-one content creation platform.

More social media resources

• Get inspired by these 36 sports social media template designs.
• Read our interviews with football clubs PSV Eindhoven and FC St.Gallen 1879 on their social media strategies and what works best for their clubs.
• Discover how SPORT1 creates 5 times more graphics per day with Content Stadium, compared to Photoshop