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Sports, Media And Gambling: Where Is Congress?

Three mega-industries that should be ethically separated have jumped into business bed together, a devil’s triangle that should be addressed on Capitol Hill amid the likelihood of scandals and a lack of investigative watchdogs.

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My friend covered the Detroit Pistons. He called me in distress one day, asking to borrow money. His gambling habit was so toxic, he said, that he’d broached the topic with Isiah Thomas, the team’s star player and a hard-ass not to be messed with. Aghast, I told him to make an appointment with the editor, beg for mercy and seek help for his problem if he wanted to save his writing career. He took my advice and moved on to a college beat.

This is why the scummy intersection of sports, sports media and gambling companies is a bad idea.

Media Giants Go All in on Sports Gambling Frenzy | Hollywood Reporter
Hollywood Reporter

The public relations director of the Chicago Bears, Bryan Harlan, was privy to inside information on a daily basis. He was fired after federal investigators found his phone number in a bookmaker’s records and concluded he had bet on NFL games, including those involving the Bears. His father, Bob, was president and CEO of the Green Bay Packers at the time, and his brother, Kevin, has been broadcasting NFL and NBA games for years. The feds also linked calls made to a bookie from team-assigned portable phones belonging to Ken Valdiserri, the Bears’ vice president of marketing and broadcasting, who claimed never to have called a bookie but that he often allowed — ready? — Bears players and Chicago media people to use his phones.

Said Paul Tagliabue, then the NFL commissioner: “Harlan acknowledged he violated our league policy on gambling. It’s the integrity of the game. When we have the kind of competition we have and competition that features integrity, we have to enforce it strictly.” The setback didn’t stop Harlan from becoming a sports agent — and to this day, according to his agency website, he represents “coaches at all levels of collegiate and professional football, as well as sports broadcasters at major outlets in Chicago and across the country.” 

This is why the scummy intersection of sports, sports media and gambling companies is a bad idea.

My colleague covered the Denver Broncos. During one of those Super Bowl losses that got ugly early, he began to pound the table where he was working in the main press box. He wasn’t doing so because he was a fan of the team. Days later, another Denver sportswriter, Teri Thompson, was busted by police in a bookie’s house with cocaine in her purse. Suddenly, it made more sense why her tone had been over-the-top savage in certain game columns.

This is why the scummy intersection of sports, sports media and gambling companies is a bad idea.

My former radio boss, who had moved on to sales at a TV station, asked to borrow $3,000. He didn’t say why, but did I have to ask? Reluctantly, I gave him the money and issued a one-month deadline. Many months later, my attorney confronted him at their country club in Chicago’s northern suburbs, demanding the money be repaid in increments. Later, I discovered he’d made similar loan requests of another radio host and a producer.

This is why the scummy intersection of sports, sports media and gambling companies is a bad idea.

I could go on. Instead, I choose to look ahead in mortified fear, wondering how many other scandals await — uglier, larger and of a more damaging scope — now that the $300 billion U.S. sports industry has opened the devil’s door to a gambling free-for-all. When the Supreme Court authorized states in 2018 to legalize sports wagering, the justices couldn’t have envisioned the immediate, untamed threat to the very integrity of which Tagliabue spoke. In one swoop, the NFL, the NBA and other leagues that long had viewed gambling as sinful and corrupt embraced the new financial possibilities, less concerned about game-fixing and inside-information-sharing amid their greedy, insidious money grabs. In the all-time hypocritical stinkbomb, Major League Baseball is all-in on gambling, too, even as Pete Rose remains banned for life. The NFL, which once routinely suspended players for gambling associations, now has a partnership with FanDuel and a stadium and future Super Bowls in Las Vegas.

Allegiant Stadium - Wikipedia

The leagues have dirtied down, you see, striking deals with casinos and companies that include the omnipresent DraftKings, which has encountered issues with the law. And with furious, slobbering zeal, powerhouse media enterprises such as ESPN, Fox and Turner followed the money and jumped right into bed with their league partners, also inviting the gambling bigwigs onto the mattress for a mass wagering orgy. Next thing you knew, so-called journalists were leaving crumbling mainstream outlets for betting information sites while John Skipper, dumped as ESPN president after a cocaine scandal, was teaming with another deposed Bristol personality, the once-esteemed columnist Dan Le Batard, to form a media company that signed a lucrative sponsorship agreement with DraftKings.

Suddenly, sports is not sports anymore. It’s a gambling-centric feast that has reduced the actual result of a game — the sacred competition between athletes who are expected to remain honest and above-board — to a sidebar. The fact the Milwaukee Bucks might beat the Boston Celtics, 113-111, doesn’t mean as much anymore as the Celtics covering the point spread, or Jayson Tatum winning the prop bet. The sports industry has allowed this freak-show collaboration to create a tawdry alternate universe that, by and large, reduces a legitimate championship season to background noise.

All of which invites the likelihood of rampant manipulation of games — and an inability to investigate the wrongdoing because many elite reporters work for the very media companies that, directly or indirectly, are attached to the leagues and gambling initiatives. The leagues and odds shops say otherwise, claiming sophisticated monitoring apparatus is in place, but they’ve yet to explain any security plans in elaborate detail. It reminds me of Big Tobacco. In this case, the objective is to induce bettors — at least 15 million of whom are problem gamblers in America — to spend their money without any warning of consequences. The betting lines are nicotine, and cancer is diagnosed when people lose jobs and families and end up broke. Have the leagues, media and gambling companies at all considered the lives they’re putting at risk? Do they care that they’re contributing to the demise of society?

Nah. They’re too busy bidding up, cashing out and bastardizing the purity of athletic competition. Never mind that there are many more sports observers in America who don’t gamble — such as me — than those who do. Every sports visual, from a game broadcast to an ESPN “SportsCenter” update to a stadium advertisement, must include references to gambling. Inevitably, this alliance will lead to sweeping in-house scandals. The more prevalent gambling is, the more likely an athlete, coach or referee will be tempted to fix a game or a prop bet. What prevents a talk-show personality with a gambling-house relationship from devising a scheme, via an active athlete, to throw a point spread? What if the personality’s producers get wind and spread the word?

And we might never know it’s happening. That’s because too many former journalists already are on the payroll at gambling sites or eager to work for them. Ask DraftKings and FanDuel. Ask Barstool Sports. Ask Action Network and Vegas Stats & Information Network. They already view themselves as mainstream media companies, with FanDuel executive Mike Raffensperger telling Front Office Sports that he’s seeking to poach content creators from mainstream outlets. “We are looking to evaluate ways to improve our portfolio through pulling people into the fold,” he said. “We’re actively looking into the marketplace now. It is absolutely part of the strategy if we want to continue to grow the No. 1 sports book in the country.”

Meaning, the media people he hires must be gambling experts more than traditional sportswriters, as seen at VSiN and even The Athletic, which ask writers to break down games against spreads while ignoring the basics of who might win or lose a game. Just as Le Batard, while apparently maintaining his editorial freedom on political issues, will relinquish his journalistic values by reading relentless gambling spots during commercial breaks, as required by Skipper’s $50 million DraftKings deal. I’m still flummoxed by a recent remark by VSiN chairman Brian Musburger — whose famous sportscasting uncle, Brent, has sold out as a grinning front-man tout holding $100 bills on the company website — that legitimate journalists can be hired by gambling sites to dish inside info about athletes, teams and games to readers. My God, how poisonous could this Bermuda triangle become?

Uncle Brent and South Beach Dan used to investigate sports stories and break news. Now, they’re taking gambling fortunes and leaving themselves vulnerable to investigations. Clay Travis once had journalism in his blood, then opted to lean conservative even when his Nashville-based site, Outkick, was covering sports. Fox acquired his anti-woke site last week amid a flurry of media-meets-gambling transactions, with Fox executive chairman Lachlan Murdoch sounding thrilled to have found a brand aligned politically with Fox News. Travis has bigger ideas, writing of the gambling craze, “Over the past several months many companies put in bids to buy Outkick. That’s because our business is thriving, particularly our sports gambling business, where we are one of the largest affiliate sites in the country, signing up customers in all ten states where online gambling is legal. Sports gambling is poised to explode in the years ahead and I wanted to make sure whichever partner we picked fit our company’s direction.”

Clay Travis

You could say sports is run by The Mob, a new sort of organized crime.

And if you think that’s an overstatement, just wait for the fallout. Congress is busy, but the last time it was asked to clean up a historic moral unraveling in sports — baseball’s steroids scandals — the 2005 hearings were successful in embarrassing the likes of Bud Selig, Mark McGwire and Rafael Palmeiro, which led to the Mitchell Report and a cleansing of the game. Given the staggering amounts of money in this triad, the responsibility of sports as a public trust and the potential bilking of gamblers, damn right a committee should prepare another spectacle and grill Roger Goodell and other commissioners, ESPN’s Jimmy Pitaro and broadcast executives and whoever represents the gambling companies. Could you imagine Dave Portnoy, the bad-boy face of Barstool, being interrogated on Capitol Hill?

We’ve already seen a naked conflict-of-interest on display at the NFL Draft. When the San Francisco 49ers played a guessing game with the No. 3 pick, I wondered if a week of indecision would spark a flurry of prop-bet activity. Of course, it did. Trey Lance, once a 15-1 underdog to be drafted third, improved to 3-1 on the morning of the draft and to a -180 favorite as the show began. Most of the action at No. 3 was bet on Mac Jones, and when FanDuel and other sportsbooks say the 49ers’ mystery produced the Draft’s highest betting numbers … how do we know the NFL, to appease its gambling partner, doesn’t encourage a team or two to inject doubt throughout the day and keep the casino cash flowing?

And what planet has Colin Cowherd relocated to? Among the national talk-show hosts now immersed in gambling, he revealed in March that Lance, a friend of Cowherd’s 20-year-old daughter, had been hanging out at the family home. That wasn’t an issue … until Cowherd contacted 49ers general manager John Lynch and suggested he draft Lance, the details of which were sent by Cowherd’s publicist to Pro Football Talk’s Mike Florio in an email titled, “Did Colin Cowherd help 49ers draft Trey Lance?”

Spilling the details on his podcast, Cowherd said, “So, long story short, I live in L.A. Trey Lance was working out in L.A. about three weeks ago for the draft. Ran into Trey Lance. Really, really impressed with him as a kid — good size, looks you in the eye, really humble, really thoughtful. And after meeting him, it’s funny. I sent a text to a couple of GMs that I thought may have the chance to get him, one of them John Lynch. So I text John, I said `Hey, I just met Trey Lance … I don’t know what you’re doing with the No. 3 pick, but totally impressed, so humble, what a great kid.’ And John’s like `Thanks, Colin!’

I don’t hear anything. Then after the third pick, I get a couple of fist bumps texted to me by John Lynch. So I know I had no influence, but nonetheless, it made me laugh. John’s a great guy and I actually think it’s the right pick.”

Problem No. 1: Cowherd, now a gambling-influenced host, texted an NFL executive with draft suggestions.

Problem No. 2: The same NFL executive texted fist-bump emojis to a gambling-influenced host after the pick, fully recalling his advice about Lance.

Problem No. 3: Cowherd’s team took credit for the pick, as if it was some valiant deed.

As one of the biggest names in sports media, Cowherd should steer clear of such conflicts. But in this emerging Wild Wild West climate, all semblance of independence is lost. Any reliable, self-governed watchdogs out there? ESPN, NBC, Fox, CBS, Turner — LOL, all bedfellows, forget it. Legacy media? The Boston Globe is owned by John Henry, who owns the Red Sox; the Washington Post is owned by Jeff Bezos, who wants to own an NFL franchise; the Los Angeles Times is owned by Patrick Soon-Shiong, a part-owner of the Lakers; the Wall Street Journal is owned by Rupert Murdoch, whose son acquired Outkick; and the New York Times reportedly is examining whether to invest in The Athletic, a struggling sports site that openly promotes a sports gambling component.

With nine of 10 sports media employees worried for their jobs these days, how many will follow the money and bail to gambling sites? How many league insiders, such as Adam Schefter and Jay Glazer, will bolt for bigger money now that the NFL is directly linked to gambling? Beat writers, columnists, editors — will everyone jump to the dark side and focus on over-unders? We’re just now emerging from the worst of the pandemic. People are desperate. Anticipate musical-chairs madness.

In that vein, how many more Bryan Harlans are out there, ready to exploit information? How many media professionals will use such information to bet themselves, recalling my Detroit, Chicago and Denver stories? You might ask, what’s the big deal about a media person gambling legally? Answer: It will skew his/her coverage of a game and taint objectivity, along with the prospect of becoming addicted. As for executives, Skipper once stood up to Goodell when ESPN broke exposes about concussions and rallied to the side of Colin Kaepernick. Now, they are partners in gambling smut.

More than ever, investigative reporters are needed to keep three mega-industries honest in their new sandbox. Unfortunately, most sleuths work for ESPN or other aforementioned outlets. So when a betting scandal happens, who will dare probe it and risk being railroaded from a job? Jeremy Schaap is too comfortable in his gig to pound on C-suite doors, preferring easier stories on mascots these days.

I am fortunate. I’ve made a great living as a columnist while battling editors who didn’t want me immersed in the Rose scandal in Cincinnati, or didn’t want me explaining to a Chicago audience why Michael Jordan’s gambling problem left him exposed to extortion. I usually found a way to get necessary columns into print and commentary onto radio airwaves.

Michael Jordan's Gambling Exemplified America's Lust for Private Vice from  Public Figures – OutKick

Today, you’re reading one of the few industry sites that would publish this column. We are covering sports here, not trying to make bushels of money off sports. I used to appear regularly on “Around The Horn,” ESPN’s banter show. There’s a better chance now of ATH debating the color of Pitaro’s underwear than discussing the scummy intersection of sports, sports media and gambling companies.

At least I still have my bullhorn, prepared for the oncoming shitstorms. In gambling parlance, I’m the longest of longshots, but I’m also the rarest of rarities. No one can call me a sellout. 

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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