Imagine this: Analysts dissecting player strategies on Threads, news and updates flashing through WhatsApp channels like wildfire, Instagram Reels overflowing with memes and fan-made content, and Facebook serving as a repository for highlights and unforgettable moments during last evening’s Indian Premier League (IPL) fixture.
This is the meticulously crafted ecosystem Meta is building to capture the hearts (and eyeballs) of Indian sports fans.
So forget heated discussions at your local chai stalls — turn to Meta platforms. “Our focus on sports content reflects the demand,” says Paras Sharma, director and head of content and community partnerships, Meta India. The company’s 2024 GenZ Trend Talk report paints a clear picture: Over 90% of Indian youngsters identify as part of a fandom, with cricket reigning supreme. “The youth here are far more passionate about sports compared to anywhere else in the world,” Sharma says. “We’re building a proposition not just for them, but for the entire cricket ecosystem, including rights holders and content creators.”
Its gambit has started paying off. During the 2023 ICC Men’s Cricket World Cup, content hosted on Meta platforms by the ICC garnered a staggering 16.9 billion views, a massive 158% increase from the 2022 T20 World Cup. Engagement, measured by likes, comments, and shares, soared past 1.2 billion. Viral moments, like Virat Kohli surpassing Sachin Tendulkar’s record for most ODI hundreds, raked in over 78 million views, with the heartwarming video of Kohli embracing Tendulkar following the feat close behind at 48 million views.
“For content creators, it is time to shine,” points out Ramya Ramachandran, founder and CEO, Whoppl. Indeed, Meta actively fostered this engagement by nurturing a dedicated team of creators. Partnering with the ICC, it enlisted 500 content creators and designated a special “Super 50” group to bring the tournament alive. Princy Parikh, one such creator, saw her video featuring cricketer Kane Williamson become one of the most-watched of the season, garnering over 120 million views.
This creator-centric approach continues with the IPL. The company has entered into a collaboration with over 250 content creators to create engaging fan experiences on its platforms. It has also onboarded cricket experts, popular teams such as the Mumbai Indians, Royal Challengers Bengaluru and Chennai Super Kings, along with broadcaster Star Sports.
As part of its collaboration with Star Sports, Meta has launched several campaigns to encourage such engagement. For instance, as part of ‘Ask Star’, fans are able to submit questions to the commentary team at Star Sports via Threads. The ‘Ajab Gajab T20 Challenge’ brings content creators and former cricketers such as Harbhajan Singh and Irfan Pathan together to play a match, which is then broadcasted on the channel as well as on Reels. The ‘Shor Squad’ includes a group of content creators whose content is broadcasted live during the matches. Meta has also anointed ‘Creator Days’ where content creators get a chance to meet and collaborate with teams and players.
“Partnering with fan communities and sports creators is a proven way to boost user-generated content and engagement,” says Yasin Hamidani, director at Media Care Brand Solutions. He reminds that navigating a diverse range of content across a global audience requires a nuanced strategy. Real-time, engaging content that resonates with users is key, alongside managing a constant influx of user-generated content to maintain a positive environment. The competition from traditional media and other digital platforms for both viewers and advertising revenue presents another hurdle.
Despite these challenges, social media platforms offer a distinct advantage — passive consumption alongside watching the game on television, points out Karan Taurani, senior vice-president, Elara Capital. The opportunity thus is immense, especially with major other sporting events such as the Olympics taking place this year.
Meta’s virtual chai stalls might not replace the physical ones entirely but if you are looking for a full low-down on what MSD meant when he Facebook posted “Time to take the leap… I’m starting my own team!”, you know where to look.