Promoting Women's College Athletics on Social Media

The Big Ten Network, a joint venture between the Big Ten Conference and FOX Networks, is committed to supporting college athletics, with a particular emphasis on women's sports, which account for 54% of their televised and streamed events. Recognizing the strength of the league and the popularity of star players like Caitlin Clark (National Player of the Year) and Diamond Miller (No. 2 pick in the WNBA draft), the network saw an opportunity to expand the women's basketball community on social media.

Leveraging Facebook Reels for Greater Visibility

To achieve their goals, the Big Ten Network utilized Facebook Reels, a short-form video format, to:

• Increase visibility of women's college athletics, particularly basketball, on social media
• Reach new audiences who did not follow their Facebook Page
• Drive more consumption of their video content

Expanding the Women's Basketball Community

By programming content through Facebook Reels, the Big Ten Network aimed to generate awareness of Big Ten women's basketball and its programs, which is a continued priority for the network and plays a critical role in the growth of the sport.

Embracing Social Media for Promotion

The strategy of leveraging social media platforms like Facebook Reels allowed the Big Ten Network to effectively promote women's college athletics, particularly basketball, and reach a broader audience. This aligns with their commitment to supporting and enhancing the visibility of women's sports.

Engaging with Passionate Fans

By creating compelling content on Facebook Reels, the Big Ten Network could connect with existing fans of women's college athletics and attract new viewers interested in the sport. This initiative not only raised awareness but also fostered a sense of community around women's basketball.

Driving Viewership and Engagement

Through the use of Facebook Reels, the Big Ten Network aimed to increase consumption of their video content related to women's college athletics. By providing engaging and shareable content, they could drive viewership and encourage social media engagement, further amplifying the visibility of women's basketball programs.