The survey by VisualGPS, from iStock, pointed out that images and videos of amateur athletes generate more engagement among the public
In the final stretch of the year and with less than a week to go until the start of the World Cup, brands and sponsors are in full swing to prepare sports-related campaigns and to involve fans, focusing on football’s biggest stars.
Although the strategy makes some sense, research developed by VisualGPS, from iStock, pointed out that it is not the best way to get people involved with the stories told in advertising pieces.
According to the study, 59% of Brazilians have the desire to see more people like them as protagonists of sports stories, in addition to feeling more motivated to watch/play sports when they see images and videos that focus on the mental, emotional and physical benefits of practicing. sports.
Compared to the previous data, the data showed that 57% of people feel motivated to see inspiring moments of action from professional athletes and 35% from real-life athletes or fitness experts.
As reported on the platform’s interactive visual trends tools platform, over the past 6 months, the most popular visuals related to the search term football or soccer focus only on images and videos depicting professional players or a professional game, which reflects a limited view of how brands are relating to their consumers during the World Cup.
When analyzing the most popular images downloaded, the absence of visuals that show ordinary people playing football recreationally is striking. We know that during this period the public wants to see professionals and not amateurs, however, as we know from previous World Cups, these events always have an expansive effect that filters down to the grassroots, and it is at this stage that brands have many opportunities to connect the sport to recreational players, amateurs and ordinary people, explained Dr. Rebecca Swift, global head of creative insights at iStock.
Some of the factors that stood out to people when asked about the visual elements depicting sports or athletes that would motivate them to participate and/or watch sports had to do with the social aspects of it.
According to the analysis, many of the respondents said that sport is a chance to connect with friends and family, as well as seeing the activity as a space for mental escape and release from stress in the face of real-world problems. Furthermore, the survey also revealed that 2 out of 3 people around the world recognize that engaging in sports is good for their mental health.