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Content is the absolute KING in today’s world.
Nobody knows that better than the KING of football, sports and maybe life… Tom Brady.
Kiss the rings!
Tom Brady retired from the game of football in 2022, but he’s never been more relevant than today.
Why? CONTENT.
Since 2017, Tom Brady has been one of the most active athletes on social media posting high-quality content that fans have really loved.
Started with pre-game NFL hype videos during the Pats playoff runs and slowly grew from there.
His “Tom vs. Time” documentary was the next level up that gave fans a peak into his world. A Shadow Lion production, shoutout the squad.
From there his content and social channels have continued to evolve/
The content has always been super engaging and never fake BS.
Sure, maybe the world’s biggest Tom Brady fan and an employee of Tom’s production company, Shadow Lion, that is responsible for helping to build Tom’s brand on social media and all the content listed above (and below) is writing this article, but it’s hard to argue that Tom isn’t a social media success story.
Yes, his legendary seven-Super Bowl gave him a head start on building a social media audience following BUT he capitalized on the opportunity.
Tom has over 23 MILLION followers across all social media platforms now, and he just added a new channel to the arsenal that might be a game-changer…
A YOUTUBE CHANNEL with a new weekly vlog!
Let’s break it down…
What is the New Show?
The name of Tom Brady’s new weekly show is titled “Last Week with Tom Brady".
Episode 1 launched last Wednesday. And Episode 2 launches on his YT channel shortly! This series will stay weekly throughout the NFL season!
The first episode was exciting content from Tom’s trip abroad at the Paris Olympics meeting the Team USA basketball squad and many other Olympians. It also showed him traveling on in Italy on a yacht doing some cliff jumping.
One clip showed him picking a QB, RB, WR, WR and TE from the B-Ball squad, he kinda nailed it:
The full vlog is a quick 9-minute video that is super engaging. Tom must’ve studied the vlog tapes because he interacted with the camera / the viewing fans in a perfect fashion.
It wasn’t just a b-roll mosh pit of cool shots of Tom running around, but he was actually speaking to the camera in true vlog fashion.
Tom Brady, one of the most desired athletes from a fan perspective in the history of sports, for the first time is opening the doors for viewers to get an inside look into this world.
From traveling the world with his fam, to the FOX NFL broadcast booth, to the boardroom of building businesses and beyond, Tom’s chapter beyond the field has been an entertaining one and now his audiences can follow along in real time.
This the type of content fans love to see and you don’t get in your everyday Instagram post or Tweet.
Shoutout to our very own Kevin Bonner for shooting this entire project. Ben Stone and Trevor MacKinnon killing the edits. And every other important piece at Shadow Lion that made this incredible project come to life.
Let’s talk numbers…
Why Is This Important?
Building an audience in media allows you to do two main things.
Make more money $$$$
Have a bigger influence
Great content can lead to brand deals flying in the door and drive more revenue.
Then a large audience allows you to push initiatives and just “things” these big athletes care about whether that’s charity, merch, businesses they are a part of or new content projects like this Vlog. The word “influencer” because a real thing.
Tom’s Total Social Following:
Instagram: 15M+
TikTok: 3M+
Twitter: 3M+
And now YouTube…
In seven days, Tom has amassed over 850,000 views on Episode 1 and 45,000 new channel subscribers.
That’s very, very, very good. People don’t understand how hard it is to get fans to go from platform to platform.
“Platform to platform” meaning promoting a YouTube Video on an IG post and telling fans to go leave IG and watch on YouTube.
The conversions are very challenging for anyone.
But given Tom’s titanic status in the world of sports and media, he’s able to generate great traction on his first ever YouTube video.
YouTube is probably the most valuable platform for athletes and creators.
It allows you to directly monetize via YT ads on your videos just from posting. That’s money outside of the brands that are incorporate into the actual content. I’m talking about the commercials that pop up on YT videos. YT pays for you that.
It’s also the best channel for long-form content, which is content that allows a deeper connection with fans than just an Instagram post.
Now Tom has a new platform he can speak to fans in way he never has before and drive revenue for himself.
Two major positives.
Athletes that don’t take advantage of their platform and don’t create content are missing out on $$$ and the ability to drive positive influence on society.
I get maybe it’s not their thing and are more private people which is totally fine.
But for those that do the content game the right way, there is a world of possibilities.
Not Just Tom
I could write an entire Blog (and maybe I will) on case studies of athletes building audiences and leading to new positive opportunities.
The one outside of Tom that I’ll mention quickly is…. Jason Kelce.
He started a podcast in his final NFL seasons with his brother Travis. The show ended up blowing up and becoming the #1 podcast in sports.
No, it was the #1 show prior to Travis dating Taylor Swift. But yes, that’s still a reason why it’s huge today.
Now Jason has a wealth of brand deals, new investment opportunities, a documentary on HBO, and just landed a new job as a broadcaster for ESPN on Monday Night Football.
Oh, and it probably led to him being voted People’s Mag Sexiest Man of the Year.
He’s got my vote 🥵🥵
None of this is possible without Jason putting himself out there and creating content.
He built an audience, and it paid off. Big time.
Love You
I’m not just writing this post because I got to work on the project (which is very cool being a Tom superfan growing up), but because I think it’s a really interesting case study.
TB12 becoming a YouTuber is a funny headline but one that makes sense.
You’re going to see a lot more athletes removing the curtains on their lives and opening up on YouTube in the fashion of a Vlog.
Maybe with Shadow Lion as a production partner 👀
That’s it for today folks! Thanks for tuning in! Now go subscribe and tune into Episode 2 of Last Week with Tom.
Love you all.
Click this links below and I can buy dinner tonight…
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