The NFL has "doubled down on its Snapchat strategy this season, in turn doubling the audience for highlights of its Sunday games as it commits more resources to the app," according to Garett Sloane of AD AGE. The league's updated strategy on Snapchat this year includes "posting a rolling highlights reel every Sunday instead of the single highlight video it used to post after game day." Snapchat Head of Sports Partnerships Juan Borrero said that the change "helped take the highlights from about 1 million viewers on average last year to about 2 million on average this year." It was Borrero's idea to "run highlights during the games on Sunday, updating the story as the day goes on and giving viewers a reason to click into the videos more than once." Snapchat's overriding goal with its media offerings is to "get viewers to come back multiple times a day, keeping fans focused and opening more opportunities for advertisers." Snapchat has been working with the NFL since '15, and this year the platform was "asking for a greater commitment." Borrero said that he "approached the NFL about the new strategy of posting multiple times on Sundays, creating a Snapchat version of NFL Red Zone." The NFL's 12-person social media staff "covers all the platforms including Instagram, Facebook and Twitter, and four people are devoted wholly to Snapchat." The social team "consists of animators, illustrators, graphic designers and editors, and they even have some people on the field during games to capture video" (ADAGE.com, 12/18).
