How Sports Teams Use Social Media Algorithms to Keep Fans Hooked
You're not the only one who has opened TikTok "just for a minute" and then spent an hour watching dance-offs in changing rooms. The best sports teams know how to keep us moving. It's not by chance that they post every hype video, funny mistake, and behind-the-scenes clip. It's how they use social media algorithms to keep people interested.
Social media platforms like TikTok, Instagram, and even X (yep, Twitter’s rebrand still feels weird) all run on algorithms. These systems decide which posts you see first, based on what you interact with. Sports teams lean into this by figuring out what their fans actually like.
Do people share more dramatic tunnel walks or bloopers? Are people more interested in highlight reels than graphics? Teams keep giving us the same information once they see trends. The formula makes it stronger the more we use it. They make us think we're "just checking scores," but what they're really doing is pulling us into a well-thought-out content loop.
It's not enough to just post the end score. The little moments that feel like they come out of nowhere blow up the fastest, teams have learned. Consider:
A rookie celebrating like it’s the championship.
A fan crying after a game-winning shot.
Let's look at Colorado football under Coach Prime. It's not just sharing details; it's sharing events. The Buffs are always making short videos that are great for TikTok and Instagram Reels. These videos range from pep talks to tunnel walks. It also keeps spreading the video to more people once it goes viral, so the excitement stays high.
The algorithm makes your feed unique, which is why it works. You'll see more dunks if you watch dunk clips over and over again. You will see mistakes made in the changing room instead if you like those reels. Your feed will look like it was made just for you in no time.
It’s the perfect trap:
You like or comment on a post.
The platform takes notes.
The team keeps posting more of that type of content because that's what promotes the most.
In the end, algorithms are like having an extra person on the marketing team. These people not only choose what you see, but also how you feel about your team. And to be honest? A lot of us don't mind. We like the bloopers, the tunnel walks, and the exciting highlight reels because they make us feel like we're really there.
Remember this the next time you get lost in your team's Instagram feed: you're not just scrolling; you're part of the plan.