Barstool Sports' CEO explains why she's betting on TikTok and Instagram Live and how the pandemic is shaping the future of sports media
TikTok and Instagram are having a moment, as people remain in lockdown and look for ways to connect through social media.
Nardini also expects to see a big shift within sports media to personalities, who are helping draw audiences amid the absence of live sports. TikTok and Instagram are having a moment, as people remain in lockdown and look for ways to connect through social media. Nardini said Barstool Sports, a digital-media brand focused on sports and entertainment, has been focusing more in TikTok and Instagram Live in recent weeks to pounce on these shifts.
Barstool Sports has also started hiring with TikTok in mind. The company recently picked up the XFL's former social-media editor,"We're really looking for talent that are going to succeed on TikTok first and foremost," she said. "That's a change." "There's going to be a really big move to personality," Nardini said. "Right now, there are very few news headlines and no sports to talk about. The vast majority of sports media does play-by-play coverage or sports analysis. People aren't looking for 10-times-over sports analysis. What they are looking for is personality."
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