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No Vaccine, No Sports in 2020

“BSM Media guest columnist Jay Mariotti says leagues and networks should practice common sense and stop the mad rush to resume events.”

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With a sigh, I will humor these madmen. I’ll actually pause to consider their outrageous idea, which must come from watching too many dystopian movies. Me, I’m thinking about how to get off the planet, but let’s assume hundreds of baseball players would abandon families amid our apocalyptic anguish, isolate like lab rats for months in the Arizona desert and embrace a bleak, twilight-zone, coronavirus-sheltered existence.

They’d play in spectator-less ballparks, immediately return to antiseptic quarters and do little else, trying to salvage an inconsequential major-league season by sleeping, bathing, eating, drinking (frequently) and testing for the virus in quarantined lockdown while having contact only with teammates and team personnel. Gee, owners even could sell naming rights to their vast bubble of TV studios. The Purell Dome? The Hydroxychloroquine Hut?

The Donald J. Trump Supertent?

Trump needs to show the results of the outbreak in early fall – EDPro

And somehow, they would ignore the overwhelming pall: that Covid-19 is a vile and unshakeable monster, capable of boomeranging in bigger and more destructive waves with no vaccine near. And the impossible challenge: that maintaining social-distancing inside such a bubble is impractical. And the chilling peril: that players would return home and risk spreading the virus to loved ones and others when, so far, only one percent of the U.S. population has been tested. And finally, the bare, inconvenient truth: that restarting sports inevitably will lead to deaths.

Got it? Play ball!

I’d prefer, though, not to dabble in absurd desperation from sports leagues prioritizing lost billions over common pandemic sense. If it’s not safe for fans to watch events in person, why it it safe for athletes to proceed? Rather than risk more lives and waste scarce medical resources best utilized inside hospitals during a DEADLY GLOBAL CRISIS, for God sakes, I would like the gasping, heaving, $200 billion sports industry — and the TV rightsholders panting like starving dogs — to shut down indefinitely. You know, start saying “if’’ and not “when’’ about the resumption of games. It’s becoming a sport in itself: the persistent rush to kickstart the sports economy vs. the sensibility and decency of waiting until, oh, I don’t know, people stop dying? The crisis is far from over, but every time a smidgen of hope surfaces, leagues are in our faces with new contingency plans. Insensitive … galling … pick the word.

Don Surber: Gavin Newsom is the new Democrat heartthrob

Let’s hope one robust example of resistance leads to a surge of sanity. Some 2,800 miles from a chaotic, mixed-message-fraught White House, a voice of reason emerged when Gavin Newsom, governor of California, pressured ESPN to shut down the brazen Ultimate Fighting Championship. Yes, a network desperate for eyeballs, revenues and tourniquets had been all-in for a pay-per-view show, UFC 249, at a California casino resort on tribal land. ESPN didn’t see much wrong with the event … until Newsom did. Targeting ESPN’s parent, California-based DIsney Company, and UFC bossman Dana White — the most delusional of the sports entrepreneurs — Newsom triggered a cancellation after Sen. Dianne Feinstein (D-Calif.), in a statement, accused UFC of defying the state’s shelter-in-place order.

“This event would involve dozens of individuals flying to California and driving to a casino for a purpose no one can honestly claim is essential,’’ wrote Feinstein, adding, “… at best, this event ties up medical resources and sends a message that shelter-in-place orders can be flouted. At worst, participants and support staff could carry the virus back to their home communities and increase its spread.’’

Said a whimpering White, who had vowed to stage his freak show on ESPN+: “Today, we got a call from the highest level you can go at Disney, and the highest level at ESPN. The powers-that-be there asked me to stand down and not do this event.’’ White says he’ll now promote events on a private island outside the U.S., expecting ESPN to air the fights. He thinks coronavirus is someone else’s problem, in oddball lockstep with WWE’s Vince McMahon, who is resuming three live, fan-less shows this week on Fox and USA Network despite the recent positive test of an an-air, non-ring-performing employee.

Dana White: 'UFC 249' will be on ESPN at Tachi Palace Casino ...

As for ESPN? “Nobody wants to see sports return more than we do,’’ the network said in a statement, “but we didn’t feel this was the right time for a variety of reasons.’’

Such as: Newsom called top Disney honchos, including executive chairman Bob Iger, and urged them to stop the lunacy. If he wants to be President of the United States someday, and not just a bro-dude governor, Newsom must curry the favor of powerful folk. Which is why I’m gobsmacked that he body-slammed two entertainment behemoths — Disney, which is paying $1.5 billion to UFC in a five-year deal, and Endeavor, which owns UFC. it takes balls to tell Iger, King of Hollywood and Disneyland, to purge a big-revenue fight card in California. But Disney had reason to be concerned about optics: The home of Mickey Mouse and family fun was charging a whopping $64.99, with 17 million Americans out of work, for a social-distancing mockery — fighters sweating and pouncing on each other in Octagon warfare. It constituted a major health risk while defying all logic and pandemic sensitivity. Oh, and it was happening as Disney stock climbed, thanks to the Disney+ streaming service that eclipsed 50 million subscribers, easing the pain of ESPN’s virus-driven troubles.

Of course, do realize President Trump is a UFC guy, White is a Trump guy, and California is the furthest thing from a Trump state. Call it an agenda move, but Newsom knew it was the proper call regardless of political fallout. So he angered some millennial and Gen Z types who can’t blow off cabin-fever smoke this Saturday night. Advice, lads: Read a good book.

Hallelujah. Now, If Trump only would send the same message to other short-sighted sports leagues.

Stand. Down.

Coronavirus: NBA looking at 25-day return-to-basketball plan once ...

The concerns raised by Feinstein apply to the NFL, Major League Baseball, the NBA, the NHL and others hellbent on playing. Of prime concern: the risk of transmission is palpable, even in The Bubble. Yet the NBA, trying to avert $1 billion in losses, wants to sequester playoff teams within the medically sealed grounds of a Las Vegas casino/hotel/arena complex. They’d administer rapid-response blood testing before games, hoping to create amnesia about the league’s March coronavirus outbreak — at least 15 persons from eight teams have tested positive, and probably many more — in a sport requiring athletes to grapple and spray sweat droplets on every possession. Has the NBA forgotten Covid-19 Night in Detroit, when Rudy Gobert battled Christian Wood more than 60 times in halfcourt situations, often just a few steps from Donovan Mitchell? All three tested positive, soon joined by a TV camera operator in a medically induced coma, and Mitchell is said to still resent Gobert, though it’s guesswork to say which player had the virus first.

And the NFL’s videoconference draft, like an ignorant surfer in a tsunami, is locked and loaded for three networks, including ESPN and ABC. The league, which at least is using the event to benefit Covid-19 relief efforts, hopes it’s a prelude to a full regular season — fan-less, if necessary — despite the inherent danger of players tackling, spitting and spreading sweat and dirt on every play. Never mind that the league’s very own chief medical officer, Dr. Allen Sills, tells the league’s very own website: “As long as we’re still in a place where when a single individual tests positive for the virus that you have to quarantine every single person who was in contact with them in any shape, form or fashion, then I don’t think you can begin to think about reopening a team sport. Because we’re going to have positive cases for a very long time.”

The dreamers are marching on anyway, embracing wacky scenarios that aim to circumvent dark realities. All the while, they ignore a mammoth, all-encompassing question hovering above the contagion confusion: Does America even WANT sports to return under such bizarre, force-fed circumstances?

LUP | News Maker

The league and network lords say a resumption of sports would provide a spiritual lift for a wounded and numb American psyche, give us something to do, save our souls. But is that really true, or just a pile of God-complex bunk that overstates the importance of sports amid a pandemic while masking the true reason for the rush to return ASAP: They’re losing their asses financially, the owners and the networks, quietly fearful that a lost 2020 could lead to an industry crash — and a massive sports recession and reckoning in a nation overwhelmed by jobless claims and radically changing priorities. Cord-cutting is a universal calamity, with cable subscribers indignant over being charged the usual sports fees when live games aren’t being played. Many customers can’t afford the $100-plus monthly bills, especially with the cheaper advent of Quibi among plentiful streaming options, which explains why ESPN, Fox Sports and the regional networks are alarmed about possibly losing an entire year of live sports — a doomsday sequence that could cause leagues to lose fortunes in media payments. Include the gambling industry in that pot of anxiety, with the industry’s grand plan to legalize wagering now in the tank, reduced to junkies betting on Belarus soccer, Russian ping-pong, virtual NASCAR and an NBA 2K Players Only event, where, natch, a video-game scandal broke out when inside knowledge about an upset in a pre-taped ESPN event — Derrick Jones Jr. over virus-hit Kevin Durant — leaked to gamblers who put lopsided action on Jones.

Thus, fueled by Trump’s declaration that live games should return “sooner than later’’ as he considers lifting stay-at-home orders in the “biggest decision I’ll ever make,’’ we hear the in-house drumbeat for sports as the national save-all. Not sending kids back to schools. Not returning worshippers to churches and synagogues. Not a gradual resuscitation of essential businesses to help a gut-bombed economy. Nope, sports — where many in the industry are wealthy or at least comfortable in navigating the most horrific health crisis of our time. Why devote resources and supplies to The Bubble when they are desperately needed by health-care frontliners?  Why move forward with sports pipedreams when health experts have categorized the virus as seasonal, meaning the great curve could flatten, only to explode again in the autumn and abruptly burst The Bubble? Or, maybe the virus doesn’t recede at all, staying with us indefinitely.

Two independent studies suggest the industry plea isn’t resonating anyway. In a Ketchum Sports poll, only 21 percent of U.S. sports fans want games to resume without fans, opposed to 45 percent who think sports should resume only when fans can attend games and 17 percent who favor a total shutdown. And a poll conducted by the Seton Hall University business school found that 72 percent of respondents won’t attend sports events without a vaccine. No wonder the sports world is in a panic — it could be 18 months, or longer, before a vaccine is made available to the masses. What the league and networks have ignored, in this mad blitz to resume, is that packed stadiums and arenas are vital to a fan’s experience — in person or on TV. LeBron James says fans provide his foremost motivation, home and away, reiterating on a podcast, “Having a game without fans — what is the word ‘sport’ without ‘fan’?” There’s no excitement. There’s no crying. There’s no joy. There’s no back-and-forth.’’ You don’t hear movie and music stars clamoring to come back with live content to soothe the country. The Burning Man festival wisely canceled its stoner-fest in late August. Why must sports act like a religious experience? Are some owners and athletes so deluded by wealth and power that they think they can slay the coronavirus?

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“People need something to rally around right now. People need sports,” said Mark Cuban, now merely a “Shark Tank’’ host with his Dallas Mavericks on pause. “We need something to cheer for, something to get excited about, and there’s nothing better than our sports teams to do it.’’

How appropriate that Cuban spoke on a CNBC special, “Markets In Turmoil.’’ Because red ink blinds even multi-billionaires. The virus continues to spread, hotspots popping up like a whack-a-mole game. New York is an unspeakable death zone, its hospitals still overrun with chaos. Outside, we wear masks that aren’t sufficient when clammy runners pass inches away. Inside, we’re either going to die of self-exile, boredom or too much Netflix. But does that mean the resumption of sports will invigorate us and provide a sweeping blueprint for returning to work? It all seems hurried and backwards for the wrong reasons, as if sports is central to the American consciousness when, in crisis, it should be reduced to rightful frivolity.

There hasn’t been enough discussion about the most important issue. Will athletes be safe within The Bubble? Will they want to take the risks? Are we to foolishly assume every player and staffer on dozens of sports teams, through weeks or months of Quarantine Ball, will continue to test negative? As much as 40 percent of the U.S. population might be asymptomatic virus carriers. Can’t the leagues do the math? As Sills said, there will be positive tests; see Japan, where a planned resumption of baseball stalled, and officials say the Tokyo Olympics might be a no-go in 2021. It’s absurd to focus on introducing robot umpires when scrutiny should be on the response if even one person becomes sick in The Bubble. MLB might want to trudge on and test everyone, day after day, which would be onerous when dealing with players, managers, coaches, trainers and staffers from 30 franchises, along with hotel employees, cooks, groundskeepers, clubhouse attendants and limited media. Wouldn’t everything have to shut down at once? Wouldn’t everyone have to evacuate the Purell Dome and return home, where they’d have to self-quarantine for weeks? Do you honestly think megastars such as James and Mike Trout would jeopardize everything they’ve amassed for one season in The Bubble? Or two Bubbles, if MLB went forward with another realignment plan: ditch the American and National Leagues and play Quarantine Ball in two states, Arizona and Florida.

Boras Corporation (@borascorp) | Twitter

The baseball owners can’t help but push that explosive envelope, when the coronavirus is as serious as a frozen corpse in a parking lot. Superagent Scott Boras has no doubt fans would devour the televised offerings, even if baseball’s ratings have plummeted for years. “It gives them a sense of a return to some normalcy. You talk to a psychologist about it and they say it’s really good for a culture to have sport and to have a focus like that, where for a few hours a day they can take their minds off the difficult reality of the virus,’’ he said.

Isn’t it fascinating how everyone is playing doctor? Instead of talking to a psychologist, hear out New York Gov. Andrew Cuomo, who said: “I would love to see sports back to help with cabin fever. But this is not about hopes and dreams and aspirations and what you would like to see. This is an enemy that we have underestimated from Day 1, and we have paid the price dearly.’’

Want more hard-core realism? Sports faces a future that might not include many fans in seats and business people in suites. Call it the Petri Dish Effect — who wants to wear masks or submit to forehead scans, or risk getting sick in a bathroom or hot-dog line, or sanitize hands every 10 minutes, when the virus will dominate everyday life for the foreseeable future? Expect distancing beyond six feet, forcing stadiums and arenas to monitor entrances and corridors and reconfigure seating sections; imagine the Los Angeles Rams having to rip out seats in the new, privately financed, $6 billion SoFi Stadium? Gamblers and fantasy players won’t care, but purists — and they count — will bemoan the lost atmosphere. And can you believe Trump might bribe “fans in arenas’’ with tax breaks if they attend events? Uh, yeah, I can believe it.

Kentucky governor announces mandatory quarantine for anyone who ...

Until then, the leagues should abandon Quarantine Ball and know this: There is no end game without a cure. Sports used to serve as a meaningful diversion in times of upheaval; I recall urgency as a Chicago columnist, not long after 9/11, to board a near-empty flight to St. Louis for a Cubs-Cardinals game, and later, to chronicle the woe of a heartbroken New York during the World Series. Baseball continued during World War II, and the NFL carried on after John F. Kennedy’s assassination. But Covid-19 is different, elusive, as freakish as errant saliva in the airstream. We wake each day, or in the middle of the night, wondering if someone we know has died or been hospitalized, or if a simple sneeze means the worst.

It’s hard to imagine any sporting event erasing those fears, even for a few hours. And if that game is played inside a quiet, airtight blob in the hinterlands, well, that’s as weird as pandemic life itself.

 Jay Mariotti, called “the most impacting Chicago sportswriter of the past quarter-century,’’ is the host of “Unmuted,’’ a frequent podcast about sports and life (Apple, Podbean, etc.). He is an accomplished columnist, TV panelist and radio host. As a Los Angeles resident, he gravitated by osmosis to movie projects. He appears Wednesday nights on The Dino Costa Show, a segment billed as “The Rawest Hour in Sports Broadcasting.’’

BSM Writers

Adam The Bull Is Giving Cleveland Something It’s Never Had Before

“It was only more recently that I was like why do I have to only be a radio guy?”

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After spending 22 years on the radio, Adam “The Bull” Gerstenhaber was ready for a new adventure.  In fact, the former co-host of Bull and Fox on 92.3 The Fan in Cleveland did not have a new job lined up when he signed off from his 11-year radio home last month.

“I was already leaving without having a new project,” admitted Gerstenhaber during a recent phone interview with BSM.  “I left before I knew for sure I had a ‘next project’.”

Gerstenhaber was preparing for his final show with co-host Dustin Fox on April 1st when he was contacted by an executive producer for TEGNA, a company that was developing a Cleveland sports television show on YouTube.  The executive producer, who had just found out that Bull was a free agent, made it clear that he wanted Bull to be a part of the new project.

It all came together very quickly. 

“Let’s talk on Monday,” Gerstenhaber told the executive producer. “And within a week they signed me up.”

The Ultimate Cleveland Sports Show on YouTube featuring Gerstenhaber, former ESPN personality Jay Crawford, 92.3 The Fan’s Garrett Bush, and rotating hosts to make up a four-person round-table show, made its debut last Monday.  The show, which airs weekdays from 11am to 1pm, features passionate Cleveland sports talk, live guests, either in-studio or via Zoom, as well as interaction from the audience through social media.

“I’m very excited,” said Gerstenhaber.  “It’s a definite adjustment for me after 22 years on radio doing television.  For the last 11 years, I’ve been doing a radio show with just one other host and I was the lead guy doing most of the talking and now I’m on a show with three other people and it’s such an adjustment.  So far, I’m having a ball.”  

And so far, the reaction to the show has been very positive.

A big reason why is that it’s something that Cleveland didn’t have and really never had, unlike a city like New York, where there are local radio shows that are simulcast on regional sports channels. 

“There’s nothing like that in Cleveland,” said Gerstenhaber.  “And there was certainly nothing like this with a panel.  Cleveland is such a massive sports town and now people that don’t live in Cleveland that are maybe retired in Florida or Arizona, now they actually have a TV show that they can watch that’s Cleveland-centric.”

The new venture certainly represents a big change in what Bull has been used to in his radio career.  He’s enjoying the freedom of not having to follow a hard clock for this show. In fact, there have already been some occasions where the show has been able to go a little longer than scheduled because they have the flexibility to do that on YouTube.

Doing a show on YouTube gives the panel a great opportunity to go deep into topics and spend some quality time with guests.  And while there is no cursing on the show at the moment, there could be the potential for that down the road.

Don’t expect the show is going to become X-rated or anything like that, but the objective is to be able to capture the spirit and emotion of being a sports fan and host.

“It’s something we may do in the future,” said Gerstenhaber.  “Not curse just to curse but it gives us the option if we get fired up.  It is allowed because there’s no restrictions there.  The company doesn’t want us to do it at the moment.”  

There’s also been the shift for Gerstenhaber from being the “point guard” on his old radio show, driving the conversation and doing most of the talking, to now taking a step back and having Crawford distributing the ball on the television show.

For a guy called “The Bull”, that will take some getting used to. 

“Jay is a pro’s pro,” said Gerstenhaber.  “He’s the point guard for this but he’s also part of the conversation.  I’m not used to not being the point guard so I have to adjust to that.  I think it’s gone pretty well and the chemistry is pretty good and with time we’ll get used to the flow of it.”  

Gerstenhaber’s move from sports radio to an internet television show is a perfect example of how the industry is changing.  A good portion of the listening and viewing audience these days, especially those in the younger demographic, are not necessarily watching traditional television or listening to terrestrial radio.  For a lot of sports fans, watching and listening on a mobile device or a computer has become a very important way of life.

The desire to adapt, along with a shorter workday, was very enticing to him.

“It was only more recently that I was like why do I have to only be a radio guy?” wondered Gerstenhaber.  “There were things about my job that I was unhappy about.  I was doing a five-hour radio show.  It’s too long. That’s crazy.  Nobody should be doing a five-hour radio show at this point.” 

Broadcasting on the internet has arrived and it’s not just a couple of sports fans doing a show from their garage anymore.  The business has evolved to the point where the technology has provided more opportunities for those who have already enjoyed success in the industry and are looking for new challenges.

Kind of like Adam The Bull!

“I think years ago, probably like many people in the radio business, we looked at internet and podcasts as like whatever…those guys aren’t professionals…they’re amateurs,” said Gerstenhaber.  “But the game has changed.”

Gerstenhaber, Crawford and everyone associated with the “Ultimate Cleveland Sports Show” should not have much of a problem attracting the younger audience. That demographic is already accustomed to watching shows on YouTube and other streaming platforms.  The challenge now is to get the more mature audience on board. There are certainly some obstacles there.

I know this from experience with trying to explain to my mother in Florida how she can hear me on the radio and watch me on television simply by using her tablet.

Bull can certainly relate to that.

“My mother is still trying to figure out how to watch the show live,” said Gerstenhaber with a chuckle.  “The older fans struggle with that. A lot of my older fans here in Cleveland are like how do I watch it? For people that are under 40 and certainly people that under 30, watching a YouTube show is like okay I watch everything on my phone or device.  It’s such a divide and obviously as the years go by, that group will increase.” 

With the television show off and running, Gerstenhaber still has a passion for his roots and that’s the radio side of the business.  In the next couple of weeks, “The Bull” is set to announce the launch of two podcasts, one daily and one weekly, that will begin next month.  But he also hasn’t ruled out the possibility of returning to terrestrial radio at some point.

“I have not closed the door to radio,” said Gerstenhaber.  “I still love radio.  I would still, in the right set of circumstances, consider going back to radio but it would have to really be the perfect situation.  I’m excited about (the television show) and right now I don’t want to do anything else but I’m certainly going to remain open-minded to radio if a really excellent opportunity came up.”

The landscape of the broadcasting industry, particularly when it comes to sports, has certainly changed over the years and continues to evolve.  Adam Gerstenhaber certainly enjoyed a tremendous amount of success on the radio side, both in New York and in Cleveland, but now he has made the transition to something new with the YouTube television show and he’s committed to making it a success.

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BSM Writers

I Heard A Lot of Boring, Uncreative Sports Radio On Friday

“Sometimes your first idea is your best one. You don’t know that though if you stop thinking after one idea. That is what it feels like happens a lot the day after NFL schedules are released”

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Maybe this one is on me for expecting better. Maybe I need to take my own advice and accept that there are times the sports radio audience just wants a little comfort food. Still, this is my column and I am going to complain because I listened to probably six different stations on Friday and all of them were doing the exact same thing.

The NFL schedule was released on Thursday night, so on Friday, regardless of daypart, every show seemingly felt obligated to have the same three conversations.

  1. How many games will the home team win?
  2. What does the number of primetime games we got mean for how much respect we have nationally?
  3. Why do the Lions still get to play on Thanksgiving?

Football is king. I get that. Concrete NFL news is always going to take priority. That is understandable. But where was even an ounce of creativity? Where was the desire to do better – not just better than the competition, but better than the other shows in your own building?

I listened to shows in markets from across the league. The conversations were the same regardless of size or history of success. Everyone that picked in the top 5 in last month’s draft is going to go 10-7. Every team that got less than 5 primetime games feels disrespected. It was all so boring.

Those of us in the industry don’t consume content the way listeners do. We all know that. Perhaps I am harping on something that is only a problem to me because I listen to sports talk radio for a living. If you don’t ever want to put more than the bare minimum of effort into your show, decide that is the reason for my reaction and go click on another article here.

Consider this though, maybe the fact that I listen to so much sports radio means I know how much quality there is in this industry. Maybe it means that I can spot someone talented that is phoning it in.

I want to be clear in my point. There is value in giving your record prediction for the home team. Listeners look at the people on the radio as experts. I will bet some futures bets in a lot of markets were made on Friday based on what the gambler heard coming through their speakers. All I want to get across is there is a way to have that conversation that isn’t taking two segments to go through each week one by one. I heard no less than three stations do that on Friday.

Sometimes your first idea is your best one. You don’t know that though if you stop thinking after one idea. That is what it feels like happens a lot the day after NFL schedules are released. It’s a very familiar rhythm: pick the wins, get a guest on to preview the week 1 opponent, take calls, texts and tweets with the listeners’ predictions.

I didn’t hear anyone ask their listeners to sell them on the over for wins. I didn’t hear anyone give me weeks that you could skip Red Zone because one matchup is just too damn good. I didn’t hear anyone go through the Sunday Night Football schedule and pick out the weeks to schedule dates because the matchup isn’t worth it.

Maybe none of those ideas are winners, and that is fine. They are literally three dumb ideas I pulled out of the air. But they are all ways to review the schedule that could potentially leave a smile on your listener’s face.

Show prep is so important, especially in a group setting. It is your chance to tell your partner, producer, or host that you know you can do better than the idea that has just been thrown out. Quit nodding in agreement and challenge each other! It may mean a little more work for you, but it means more reward for the listeners. And if the listeners know they can rely on you for quality, creative content, that leads to more reward for you.

And lay off the Lions. It’s Thanksgiving. You’re stuck at home. The NFL could give you Lions vs Jaguars and you’d watch.

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BSM Writers

Why You Should Be Making Great TikTok Content

“We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds.”

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It feels like there’s a new social media platform to pay attention to every other week. That makes it easy to overlook when one of them actually presents value to your brand. It wasn’t long ago that TikTok was primarily used by teenagers with the focus being silly dance trends filmed for video consumption with their friends and followers alike. Now, as the general public has become in tune with how this complicated app works, it’s grown far beyond that.

TikTok is now an app used by all types of demographics and unlike TikTok’s closely related cousins Instagram and Facebook, this app provides a certain type of nuance that I think people in our line of work can really excel in. 

Before I get into the nuts and bolts of how you can use TikTok to your advantage and how to make your videos catch on, I think it’s important to first mention why this matters for you. Now, if I’m being realistic, I’m sure there are some that have already stopped reading this or those that could scroll away fast enough when they saw the words TikTok. You might be thinking that this doesn’t fit your demo, or maybe that it’s a waste of time because productivity here won’t directly lead to an uptick in Nielsen ratings. But I’m not sure any social network directly leads to what we ultimately get judged on, and we aren’t always pumping out content directly to our core audience.

TikTok, like any other app you may use, is marketing. This is another free tool to let people out there know who you are and what you offer in this endless sea of content. And the beauty of TikTok is that it directly caters its algorithm to content creators just like us. Bottom line, if you are a personality in sports talk, there’s no reason you can’t be crushing it on TikTok right now. All it takes is a little direction, focus, consistency, and a plan. 

Unlike Instagram, Facebook, and Twitter where you can throw a photo up with a caption and be done for the day, TikTok’s whole model is built on creative videos that keep users engaged for longer periods of time. This approach works. According to Oberlo, a social media stat tracking site, people spend more time per day on TikTok than any other popular social media application. 38 minutes per day!

This is where this is good news for us in talk radio. We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds. TikTok’s algorithm doesn’t care how many followers you have, your level of credibility, or the production on your video. All ir cares about is 1) Is your content good. and 2) Are people watching it. 3) How long are they watching it. The more people watch and the longer they watch creates a snowball effect. Your videos views will skyrocket, sometimes within hours. 

So, how do you create content that will catch on? It’s really not all that different than what you do every day. Create thought-provoking commentary that makes people think, argue, or stay till the end to get the info you teased up for them. I’ve found through my own trial and error that it’s best if you stay away from time-sensitive material, I’ve had more success the more evergreen my content is. That way, the shelf life expands beyond just that day or week. This is different for everyone and there’s no one-size-fits-all, but this is where I’ve seen the most success. 

Also, put yourself out there, don’t be afraid to say something that people are going to vehemently disagree with. Again, it’s not unlike what we do every day. It’s one thing to get someone to listen, it’s another to get them to engage. Once they hit you in the comment section, you’ve got them hooked. Comments breed more views and on and on. But don’t just let those sit there, even the smallest interaction back like a shoulder shrug emoji can go a long way in creating more play for your video. 

If you want to grow quickly, create a niche for yourself. The best content creators that I follow on TikTok all put out very similar content for most of their videos. This means, unlike Instagram where it’s great to show what a wildly interesting and eclectic person you are, TikTok users want to know what they’re getting the second your face pops up on that screen. So if you are the sports history guy, be the sports history guy all the time. If you are the top 5 list guy, be the top 5 list guy all the time, and on and on, you get the point. 

Other simple tricks

  • Splice small videos together. Don’t shoot one long video. 
  • 90 seconds to 2 minutes is a sweet spot amount of time. 
  • Add a soft layer of background instrumental music (this feature is found in the app when you are putting the finishing touches on your video) 
  • Label your video across the screen at the start and time it out so that it disappears seconds later. This way a user gets an idea of what the content is immediately and then can focus on you delivering your message thereafter.  
  • Research trending hashtags, they are far more important than whatever you caption your video. 
  • Use closed captions so that people can follow your video without sound. 

Finally, don’t be intimidated by it or snub your nose at it. Anything that helps your brand is worth doing and anything worth doing is worth doing well. 

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