VisualGPS Creative Trends Culture Video Scores With Sports Fans

Video now commands most attention on social media. According to Getty Images' VisualGPS research, video is now the most engaging format for today’s consumers, especially for Generation Z. Overall, 69% of European consumers consider video most inspirational with 86% of Gen Z and 83% of Millennials agreeing, followed by 64% of Gen X and 59% of Baby Boomers.  
 
So, how are sports depicted in video advertising? Our VisualGPS research reveals that 85% of video used for advertising and communications are action shots: Spanning from a slow‑motion sunrise majestic run, to a high‑speed mountain bike descent. These are all good ways to capture the energy, speed and excitement of sport. However, VisualGPS research highlights a growing appetite for more personalisation with athlete‑led, behind‑the‑scenes storytelling. 

Over the last few years, sports documentaries like Drive to Survive, Simone Biles Rising or Together: Treble Winners by Manchester City have offered fans a peak of athletes’ lives and journeys outside the area of competition: Friendships on the team, activities outside of training, how they feel seconds before the start and how they cope with losing a game. Drive to Survive reached an audience tipping seven million globally, with just under a third under 30.¹ By showing its human, and sometimes, more vulnerable side—with jokes, rivalry, drama, friendships—they helped demystify the elite Formula 1 circle. 

Video‑led personal journeys evoke empathy and relatability, helping drive more engagement. How can you inspire more fan engagement? Here are some top tips to consider: 
 

• Consider settings beyond the field—preparations in the changing room, family and friends supporting at home, as well as recovery rituals after the effort. Think about different times of the day: Early in the morning, after hours. It will add a sense of authentic journey. 
• Feature genuine emotions, personalities and experiences, for example, a difficult training session.
• Show relationships within the sports team and community. Close and supportive relations with friends, family and coaches will add depth and context to your story. 
• Consider documentary style camera movements.  Hand‑held or hip‑level camera will bring authenticity and a sense of immediacy to your edit. 

Sources

[1] GQ Magazine