Play, Post, Repeat
Published on December 9, 2025, at 5:53 p.m.
by Emma Breithaupt
I’ve never been a huge fan of football. Well, professional football, at least. I grew up spending Saturdays watching college football games with my parents, so the NFL never really caught my attention. That was until this year, when I somehow ended up deep in the Buffalo Bills’ TikTok feed. With its quick cuts, inside jokes and Gen Z humor, the account has a way of turning casual users into unexpected fans—and honestly, it worked on me.
As Gen Z takes over social media, brands are changing the way they produce content. Instead of polished, professional posts, brands are opting for unfiltered moments that feel more relatable. This strategy works for younger fans because their feeds are dictated by algorithms rather than brand loyalty. Success on TikTok and Reels isn’t just about grabbing attention quickly, it’s about embedding your brand in the platform’s culture.
The Bills lean into this type of “brand culture” by posting TikToks like locker-room “GRWM” videos, players doing touchdown dances in the end zone, and mic’d-up interviews with the social media team. Along with the Bills, the Los Angeles Chargers know that simply posting game highlights isn’t enough anymore. Their social media staff has players read viral books or share their opinions about the latest television show. Fans want content that feels like they are a part of a team that is fun and connected to its fans. Posting edits or viral trends tend to get more engagement from viewers rather than casual videography. These teams are obviously good at getting our attention because I couldn’t help but get invested in the NFL.
The way we interact with sports is clearly changing. Social media has shifted sports fans from passive watchers to active participation, making personality and relatability just as important as the score. This has given sports a completely personal feel for me. Fans now get to interact with teams, comment on content and even shape the way teams show themselves online, turning games into experiences that go far beyond the stadium.
