After the much talked about and sudden dropping of Instagram Reels on over 50 countries last week, sports has had time now to take a look and start to test how to use this new function.
So are they creating new content for it or are they utilising TikTok content that was already available?
As you’d expect during this early phase, the adoption of Reels and creativity we’re seeing has been quite low key. There has been no mad rush to explore this amazing new function within Instagram, because it is that… a new function within a platform.
This will never have the same hype behind as an entirely new platform that breaks the mold, as TikTok did. And even compared to when Stories came out during the rise of Snapchat this feels low key.
So what have we seen so far?
PSG opted to use Reels to help in the recent launch of their new kit.
ATHLETES HAVING FUN
The NBA has been getting underway in their lockdown facility in Florida, providing plenty of opportunity to spend time with players and work as a team on new creative opportunities.
SOME GREAT SKILLS
Great skills and goals will always have a place on every video based platform. Something we see no matter what the country or the sport, these videos always do well and fans enjoy a few seconds appreciating them.
Taking game footage that is readily available and providing it to fans is a great way to get the action they crave into their hands. They could be showcasing a certain player or time, or could be highlights posted in almost real time.
AND PLENTY OF BEHIND-THE-SCENES COVERAGE
No matter when it is in the year, behind the scenes content is one way of creating a unique perspective for the fans and showcasing the personalities of the athletes.
So far the response from sports organisations has been restrained. With some leagues still waiting to start and social teams already stretched with the numbers of platforms to post on, adding another format could take some time to get through.
Much of the content will already be in the format for TikTok or Stories, so repurposing for Reels is not too much of a problem. The proof will be shown in the uptake from other creators and perhaps, most importantly from sports point of view, the athletes.
So far the likes of Neymar Jr have yet to make the transition, preferring to keep his presence on TikTok separate from Instagram. With 140 million followers on the platform he is one of the biggest, and if he switches then we could see others follow.