The 2019 FIFA Women’s World Cup shattered misconceptions about the popularity of women’s sports. With millions tuning in to watch games and engage online, it’s clear that there’s a vast and passionate audience eager for more. YouTube is a popular place for women’s sports, with lots of videos from amateurs and pros. But many brands haven’t taken full advantage yet. Here are five ways they can connect better with fans.
Rely on Data, Not Stereotypes
Traditional media often overlooks women’s sports due to outdated stereotypes. However, data shows a significant rise in viewership for women’s football and rugby on YouTube. By staying informed about evolving trends and audience preferences, brands can identify new opportunities for engagement.
Offer Diverse Content
Viewers don’t just want to watch live games; they crave diverse content like highlights, behind-the-scenes interviews, and tutorials. Brands can cater to these preferences by providing a variety of engaging content alongside targeted advertisements.
Stand by Your Values
Supporting women’s sports isn’t just about marketing—it’s about aligning with core brand values. Campaigns like Nike’s “Dream Crazier” and Bodyform’s #bloodnormal have successfully captured cultural moments by challenging taboos and sparking important conversations. Brands that authentically support women’s sports can win over hearts and minds.
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Experiment and Iterate
Like many successful YouTube creators, brands should be willing to experiment and iterate their content. Whether it’s publishing fast and refining based on insights or using tools like Director Mix for targeted messaging, flexibility and adaptation are key to success.
Utilize Google Tools
Google offers a range of tools to help brands engage with audiences effectively. Google Preferred allows brands to advertise alongside top YouTube content, while content partnerships offer opportunities for collaboration and original programming. By leveraging these tools strategically, brands can maximize their reach and impact.
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Verdict
Women’s sports on YouTube present a significant opportunity for brands to connect with a passionate and growing fanbase. By embracing data-driven strategies, offering diverse content, standing by core values, experimenting with content formats, and utilizing Google tools, brands can effectively reach and engage this audience while driving meaningful impact. It’s time for brands to recognize the potential of women’s sports and seize the opportunity to be part of this cultural movement.
