NFL backtracks on strict social media policy so teams can share more content
The NFL has backtracked on the social media restrictions it placed on its teams following backlash from teams and fans.
Teams will now be able to share content during the game window
Just seven weeks after implementing the new regulations the NFL revised the hugely unpopular policy which banned all 32 teams from sharing any video clips or GIF’s on social media during the “game window”, which the NFL defined as lasting from kick-off until one hour after a game ends.
The move upset fans and teams alike and now league bosses have made a number of changes to the regulations intended to unshackle teams’ ability to engage with their fans during game days.
One of the most significant changes will now allow teams to post content during games, however this cannot be footage of the action itself but things like halftime ceremonies, cheerleaders, mascots, fans, and player celebrations.
Teams can also now post 16 videos on their social accounts on gameday, up from 8, and have permission to post five Snapchats of live game action.
Other notable changes allow teams to post 3 non-gameplay press conferences to Facebook live, including on gameday as long as it ends 15 minutes before kick-off.
While the changes will go some way to appease teams and fans it fails to address a major issue, waiting for the league to make a clip of footage available on social takes significantly longer than if the team’s own social media team were to do so. It runs counterintuitive to the immediacy of social media and can dampen or miss viral moments of action.
The NFL’s decision to implement the initial restrictions was an attempt to protect its in-game digital strategy and control distribution of content in order to maximise monetisation. The move angered many teams and some openly mocked the policy by recreating highlights.
EXCLUSIVE highlight of Malcolm's pick. #FlyEaglesFly pic.twitter.com/AiP7FYe3Nf
— Philadelphia Eagles (@Eagles) October 16, 2016
TOUCHDOWN BROWNS! pic.twitter.com/RjRt9DVlpB — Cleveland Browns (@Browns) October 16, 2016
The relaxation of the regulations will go some way to helping generate more engagement with fans, something which the NFL has been attempting to achieve through an array of new measures including gaming.
Last week the NFL announced a partnership with EA Sports to launch a new line of programming around Madden 17. Under the agreement, the NFL will stream the weekly “Madden NFL America” show on its digital platforms. The show will cover the Madden NFL Championship Series Tournaments organized by EA Sports.