As social media continues to pervade our lives, influencer marketing has emerged as a critical strategy for brands seeking to reach their target audience. In this regard, Gen Z content creators constitute a particularly influential group on social media platforms.
To better connect with younger audiences and bring a youthful energy, current Gen Z content creators have become the key drivers for every business, from the tourism industry to the food and entertainment industries.
And now Gen Z content creators are playing a crucial role in the NFL’s marketing strategy.
To put it in detail, the NFL is broadening its influencer marketing initiatives to reach out to younger audiences, who are shifting away from watching football on television and towards streaming services and social media to keep up with the game. The NFL's recently revamped youth-focused strategy positions content creators as a vital component of the NFL viewing experience.
To promote Sunday Ticket, a package for out-of-market games that launched on April 11th, social media influencers were paid to travel to Kansas City to develop content around the NFL draft to encourage football supporters to sign up ahead of the upcoming season.
Besides, the NFL and YouTube have collaborated to increase younger viewership of the Sunday Ticket.
During the NFL Draft week, the league had over 40 content creators on the ground.
The move was part of the NFL's effort to increase awareness of the Draft and its creators among younger viewers. Instead of focusing merely on the newly drafted players, the NFL intended to commemorate the Draft as a whole by collaborating with partners and content creators across social platforms.
In addition to this, the NFL intends to continue utilising social media Gen Z influencers for future events.