The ESPN Creator Network allows the “Worldwide Leader in Sports” to engage with Gen Z consumers by boosting the people they trust most: content creators on social media platforms. The move follows an industry-wide push to elevate creators as a way to pursue a generation of ad-weary consumers that are difficult to reach through traditional channels.
“What we’re continuing to see from our sports community on social channels increasingly is this gravitation toward first-person, authentic content creation,” ESPN’s vice president of social media Kaitee Daley told Front Office Sports.
With the creator network, ESPN is looking to engage with niche sport fan communities on Instagram and TikTok, where the network has more than 26 million followers. While creators will not be compensated, they will be provided with travel, tickets, access, equipment, a series of learning courses and discretion over how they program their channels.
Brands are increasingly shifting budgets to creator-driven marketing campaigns, with 66% spending more on this area in the past year compared with previous years, according to a CreatorIQ and Tribe Dynamics survey shared with Marketing Dive. Coca-Cola and Marriott are among the many brands heading to TikTok for creator-driven efforts.
To spur its growth, TikTok has looked to boost and diversify monetization tools for content creators, including a monthly live subscription feature borrowed from the Twitch playbook that launched earlier this year. To compete with the growing power of TikTok, Facebook and YouTube have also opened multimillion dollar creator funds — a lever noticeably absent in ESPN’s push.
Get the free daily newsletter read by industry experts
Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more.
Marriott’s push to sell more digital advertising marked a first for the hospitality industry, but marketers shouldn’t be surprised if verticals from airlines to financial services follow suit. 
This year so far has brought an unusual number of change-ups in how advertisers support the league. Several factors lay behind the shift.
Subscribe to Marketing Dive for top news, trends & analysis
Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more.
Get the free daily newsletter read by industry experts
Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more.
Marriott’s push to sell more digital advertising marked a first for the hospitality industry, but marketers shouldn’t be surprised if verticals from airlines to financial services follow suit. 
This year so far has brought an unusual number of change-ups in how advertisers support the league. Several factors lay behind the shift.
The free newsletter covering the top industry headlines
Topics covered: social media, mobile, advertising, marketing tech, content marketing, and more.

source

Leave a Reply

Your email address will not be published.