Context is Everything on Tennis Instagram
Introduction: Analysing Tennis Instagram Trends in 2024
As the 2024 tennis season progresses, with seven of the nine ATP Masters 1000 tournaments and all four Grand Slams now complete, it is essential to understand the key themes and trends emerging across tournament Instagram channels. At Way to Play, we've analysed these channels to identify what works best on Instagram, particularly focusing on interaction rates and content formats.
Key Themes: What Drives Engagement on Tennis Instagram?
1. Context is Everything in High-Performing Instagram Posts
Our analysis reveals that context plays a crucial role in the success of Instagram posts. When examining the top 20 posts by interaction rate, 18 were Instagram Reels, while only two were photos or photo albums. Interestingly, only one of these top posts featured match action, emphasising that off-court moments resonate more with audiences.
Key Insights:
High Shareability: The content's high engagement rates suggest it was widely shared.
Positive Sentiment: Early and sustained engagement likely amplified these posts through Instagram’s algorithm.
Effective Use of Collaboration: Many posts likely benefited from Instagram’s collaboration feature, helping to reach new audiences.
2. The Role of Players in Top-Performing Posts
A significant finding from our study is that 14 of the top 20 posts feature ATP players. This indicates that top-performing content on tournament Instagram accounts provides value not just to the tournaments but also to the players themselves.
Case Study: The BNP Paribas Open - Authenticity Over Collaboration
One notable outlier in our analysis was the BNP Paribas Open, which had four of the top five performing posts. Only one of these posts used the Instagram collaboration feature. Let’s delve into what made these posts successful:
Zendaya and Tom Holland at the Women’s Singles Final (link)
This Instagram Reel, featuring Zendaya and Tom Holland singing along to Whitney Houston’s “I Want to Dance with Somebody,” has garnered 146M plays and +11M interactions. The authenticity of the moment and the humanisation of the stars contributed to the Reel’s success, portraying the BNP Paribas Open as a fun, relaxed environment to be in.
Family Victory for Ben Shelton and Emma Navarro (link)
In another high-performing post, a split-screen video during Tie Break Tens showcased Ben Shelton’s winning serve alongside his father’s proud reaction. This format allowed viewers to connect emotionally with the content, leading to 370K interactions and 4.9M plays.
The Best Staff Ever (link)
Long form video, sliced into a multi-swipe video format, this fun, surprise and delight content brought a new component to the onsite experience at the tournament, and received strong distribution through the accounts of the players.
Carlos Alcaraz and a Super Fan’s Priceless Moment (link)
A split-screen video capturing a fan’s exuberant reaction to Carlos Alcaraz also resonated well, highlighting the importance of context and fan interaction in driving engagement.
We have been working with the BNP Paribas Open since the end of 2023 - read more about our work here
Audience Resonance: The Key to Instagram Success
Our analysis underscores that audience resonance is more crucial than simply reaching a large number of accounts. When content resonates with the right audience, reach naturally follows, amplified by the Instagram algorithm.
Maximising the Instagram Collaboration Feature: Best Practices
While the Instagram collaboration feature is a powerful tool for expanding reach, it should be used strategically. Here are some best practices:
Leverage Up to Six Collaborators: Consider using a mix of player, tournament, and cross-sport or celebrity collaborators.
Target Specific Markets: Collaborate with influencers or entities that can help you tap into new markets, as Wimbledon did with Rohit Sharma and ICC.
Future of Tennis Content Creation: Prioritising Value and Resonance
Creating value for all stakeholders—whether players, tournaments, or audiences—is paramount. High-quality content that resonates with audiences will always outperform average content, even with multiple collaborations. The success of the BNP Paribas Open posts shows that when context, storytelling, and packaging align, collaboration features become secondary to the content’s inherent appeal.
Creativity, packaged in a social-first way wins out.