Exploring the content strategy of Matchroom Boxing

Matchroom Boxing is owned by Eddie Hearn, one of the leading promoters across the boxing industry. The promotional company holds some of the sport’s best athletes, including Canelo Alvarez, Katie Taylor, Anthony Joshua and Lawrence Okolie. Their social media profile involves over 2.8 million followers across Facebook, TikTok, Instagram and Twitter. Plus, Matchroom owns 320k+ YouTube subscribers. This blog will discover how Matchroom Boxing produces social media content, creates storytelling scenarios, and engages with its fans.

Platform breakdown

Twitter

Matchroom’s frequent Twitter content includes fight announcements, YouTube video previews, press conference/interview snippets, event countdowns and live event updates.

Their fight announcements are a suitable content avenue to explore on Twitter. Twitter is well-known for being an informative tone-of-voice platform; hence, Matchroom has capitalised on this format to communicate its latest updates best.

YouTube video previews prove to be an effective frequent content avenue as they cover the highlights through their footage. For example, if they’ve released a vlog, they’ll share several seconds of a fighter exploring something special where they react uniquely, drawing the audience’s attention.

Press conference and interview snippets work well to drive engagement from fans and boxing journalists to share on their channels. These are other personalities boxing fans follow on Twitter to stay updated with the sport, and for this reason, it’s an effective move from Matchroom.

It’s common as a casual boxing fan that you’ll lose touch or recognition of when an event will occur. For that reason, to maximise ticket sales and revenue generation, promoting events weeks before they take place proves effective for the promotion.

Like football games, Matchroom does its best job to keep fans watching events online and updated via Twitter commentary.

Instagram

Matchroom Boxing’s most popular content entails fight highlights, short-form fight trailers, and interviews with fighters alongside fight content dubbed with music.

The fight highlights act as a core product for what Matchroom represents, fight nights full of action. When fans scroll through the Instagram page, they’ll likely recognise who the fighters are that they represent and how skilled they are.

Short-form fight trailers effectively amplify the fighter and showcase how pivotal the fight is to the athlete’s division or legacies.

As mentioned in the Twitter content breakdown, interviews with fighters effectively raise their profile alongside teasing YouTube content views.

Reels is a feature used heavily throughout their Instagram channel. Content includes fighter footage dubbed in viral music, training clips, Matchroom signed athletes featuring as spectators at other sports games and symmetrical knockout highlights. These content avenues have proved effective for driving engagement, reaching new audiences and sharing behind-the-scenes content.

TikTok

Most TikTok content produced through Matchroom Boxing’s account consists of face-offs, sharing memes created from other fighters, and promoters trying challenges against others alongside Matchroom fighters featuring in different events.

Face-off content is an avenue enhanced on most platforms; however, it can be utilised differently on TikTok. For example, the UFC sometimes dub their face-off content on TikTok with viral audio, which can help to expand its reach through the channel. Matchroom could adopt a similar tactic to help raise its brand awareness to new audiences.

Meme marketing related content is something that can help Matchroom remain culturally sensitive to upcoming trends. Considering Jake Paul was involved in creating this one, Jake had been engaged throughout a previous event seeing Katie Taylor vs Amanda Serrano. Therefore, it’s an opportunity for Matchroom to be open to connecting to Jake Paul fans.

Despite this challenge coming across as light-hearted, it’s another opportunity to amplify promotional rivalries, which can further expose the brand to new audiences.

Anthony Joshua supported Lawrence Okolie during his ring walk in his last fight. Matchroom rightly shared this on TikTok to demonstrate the relationships their athletes have with one another. Plus, Lawrence and AJ likely share similar fan bases. For this reason, they’ll probably continue to support both, considering they’re seen with each other.

YouTube

Matchroom Boxing’s YouTube content strategy consists of pre and post-fight press conferences, full edition face-offs between opponents alongside behind the scenes style vlogs ahead of fight nights (usually released after fight dates). 

Pre-fight press conferences have proven a lucrative opportunity for media members to get brutally honest answers from fighters, which helps to give fans a better knowledge of how they’re feeling ahead of the events. On the other hand, post-fight press conferences showcase how fighters feel after competing, which can help build further emotional connections with their current and new fanbases. 

Full face-off sessions have also proved an effective chance to illustrate how fighters feel at the first encounter with their opponent. This usually allows fans to consider why they think they are psychologically at an advantage ahead of fight night, meaning there’s value for the promotion to gain with the upload. 

Behind-the-scenes vlogs are usually some of their most viewed content on YouTube. They’re a longer form than most other pieces, which helps to give fans content which isn’t published on major networks. This means fans have access to different things fighters may have done to prepare themselves, icons they met, challenges before they competed and more similar concepts.  

Published by Ash

I'm a First-Class Graduate in Sports Business Management who has worked across Local Government, Sport and the Third Sector. Throughout my career, I've developed a thriving passion to promote sport being used as a tool to bring positivity to the world we live in. This ethos has inspired me to create a website which champions this value through comprehensive online content for you to gain value from. Join me on this journey of discovering what sport can do to enhance society.

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