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Instagram Poised For Big Year In College Football As Schools Up Visual Content

While Twitter and Facebook remain key to social media messaging, Instagram likely also is on the verge of a big year as schools promote their college football programs, as marketing and communication strategies shift to more photo- and video-based content. Instagram, which allows users to post filtered or unfiltered photos, or 15-second videos, has become a staple for college sports teams’ outreach efforts because its visual focus has traditionally drawn a high rate of millennial users. Business Insider reported that 90% of Instagram's 150 million users are under the age of 35. Advances such as the app's video feature, its new Hyperlapse time-lapse spin-off program, and the numerous third-party content integration apps have made Instagram an indispensable tool for reaching fans and recruits alike. Clemson Dir of New Media Jonathan Gantt said, “Instagram’s kind of the chance to show some candid moments. The more that it looks like it came from an actual person who was there -- it was just a spontaneous moment -- the more it connects with the users who are following us.” The app is also being looked at as a way to help generate revenue, either directly through ads or indirectly by increasing brand awareness. Fansource Strategy Founder & CEO and social media consultant Lisa Bregman said, “In recent years, the trend in sports is for teams to develop graphics in advance -- specifically for Instagram. From a storytelling standpoint, that may mean creatively announcing new player signings, sharing upcoming match information or creating infographics chock full of stats. On the marketing side, ticket sales and ad banners can be shared to a targeted audience, or teams can activate contests and sponsor promotions.”

A THOUSAND WORDS: With an eye on capturing up-close-and-personal moments that often are outside of fans’ view, Instagram has been useful for schools that are undertaking renovation efforts or unveiling new facilities. The Univ. of Houston will inaugurate TDECU Stadium tomorrow in a game against Texas-San Antonio, and UH Associate AD/Strategic Marketing & Communications David Bassity said that his department has been using Instagram for months to reveal progress on the stadium. Bassity: “It goes back to access. It’s a live construction site, where the general public can’t go walking out to. With using our construction company and following all the safety considerations, we can go on the site, take pictures on Instagram and post some out. With our fanbase, the stadium is something they’ve been waiting on for a long time. So anytime they can see progress from one week to the next or even one day to the next, that really excites them.”

TOEING THE LINE: Video-sharing apps like Instagram and Vine are starting to draw some concern from TV networks, as execs are increasingly uneasy with live highlights being shared on social media. The EPL recently made clear its intention to try to police the videos in a bid to protect their TV partners. While many of these videos come from fans recording their televisions, some teams are starting to use the apps to show live action as well. Gantt said that Clemson would not be showing any live action from football games through social channels. “We wouldn’t be filming any game action, basically because of the relationship with our television partners," he said. "But where we fit in is to capture the reaction at home and also the reaction in the stadium when those big moments happen.” Meanwhile, Bassity confirmed that he and others in UH’s athletic department have made the decision to look into the matter with ESPN, the AAC’s TV partner, so as to avoid any possible problems. Bassity: “We’re looking into it because we want to be on positive ground with all our partners.”

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