June 21, 2024


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Exploring the content strategy of ONE Championship – Ash’s Sports Talk


Just one Championship, the foremost battle sports activities promotion throughout Asia, names itself as ‘the residence of Martial Arts’. The organization have around 45m social media followers along with 4.67m YouTube subscribers, which has developed from their unorthodox procedures of producing material, partaking with their supporters together with controlling their communities. This blog site will find what makes ONE’s information approach helpful and how they utilise just about every platform to maximise effect together with other tactics YOU can discover from to improve your brand name.

Platform breakdown


With in excess of 1m followers, ONE’s written content resume in the ‘Twittersphere’ is diverse. The majority of their written content activity is composed of showcasing combat highlights, evaluating combating moves to one particular a different, incorporating viral memes into their written content along with capturing schooling footage.

Each individual articles stream provides price to its audience as a result of a unique avenue. For example, most articles affiliated with fight highlights emphasises what the Just one model represents. It is a battle sports activities marketing that requires the combat match to be its most recognised identity.

Evaluating diverse fighting moves is an powerful way to seize the brand’s highest consumers’ attention. Struggle enthusiasts are usually fascinated with how the athletes utilise other procedures throughout level of competition, and for this motive, A person has executed this stream effectively.

Meme promoting is a key portion of ONE’s content material strategy. The reason is that memes have demonstrated productive at tapping into the casual audience (beyond your main demographic) when becoming reactive to developments, enhancing brand recognition and engagement.

Coaching footage is one more useful material pathway that brings enthusiasts nearer to their favorite athletes. This is executed by means of providing them ‘behind-the-scenes’ coverage, which empowers private and psychological connections by means of seeing them practice.


One particular has a relatively larger sized adhering to throughout Instagram with in excess of 6m followers. Even so, their written content appears replicated in contrast to their Twitter feed. Whilst, they distribute information otherwise through Instagram in contrast to Twitter, looking at the various possibilities with Reels, carousels, IG online video and dwell.

Coaching footage similar to Twitter is mainly distributed across Instagram Reels. On reels, this is proven where by you can increase your get to to far more casual and youthful audiences, which is possible a target that 1 is adhering to on this system.

Struggle highlights are generally manufactured by means of IG movie owing to it desirable typically to their main audience.

The most considered content on ONE’s IG consists of instruction footage absent from gyms or anywhere in the vicinity of the Octagon or ring. Finally, this emphasises the previously level about beat sports activities buyers acquiring a larger hunger for written content, delivering a special viewpoint when compared to what they’ve probably viewed now.


On TikTok, ONE’s written content is highly promoted via battle highlights utilised by way of features on TikTok. For illustration, the footage is dubbed regularly with well known audio sounds on the application together with audio bites to variety shorter skits.

ONE’s most preferred TikTok content is composed of brutal battle highlights this sort of as consistent punches to demonstrate the opponent’s longevity. Moreover, events, in which the fighters deliver their little ones into put up-struggle interviews assert significant volumes of viewership since of the psychological connections younger TikTok buyers have. Also, fighters showing regard is an additional piece of material attaining leverage understandably due to this getting a key worth inside the sport.

To summarise, it is identifiable that ONE’s objective on TikTok is to generate an added vision for MMA that, even with its brutality, it is a activity that a broader viewers can eat.



Most of ONE’s YouTube written content involves struggle highlights and fighter compilations along with legacy storylines about fighters with equivalent personalities. ONE’s greatest seen YouTube clips entail battle highlights along with compilations of some preventing variations in extensive-kind.

YouTube shorts are also empowered wherever written content bordering fighter schooling footage, knockout/submission fight reels along with promoting rivalries between fighters are their most common formats.

Ultimately, ONE’s approach with its YouTube channel is to act as a freehub for fight highlights with a trace of behind-the-scenes entry for admirers to get pleasure from.


Weibo, also regarded as Sina Weibo, is termed a ‘microblogging website’, appreciably gaining level of popularity across China. The system is likewise set up to Twitter but is additional well-known in the Asian regions. Just one is hugely recognised across Asia as ‘the dwelling of Martial Arts’ and has utilised the system to acquire 1.57m enthusiasts.

The information shared on Weibo isn’t essentially distinct from other platforms. The bulk of their distribution consists of combat highlights in small form, equally presented to how it is on Twitter.

An eye-catching element for 1 on Weibo is their engagement is much better compared to Twitter. There’s a closer ratio between the range of likes and feedback they acquire, demonstrating a much better local community on Weibo. This is a lesson that is worthwhile to master. It is not a subject of constructing a significant pursuing but a stable micro-audience that engages your brand name.

Lover engagement initiatives

Just one has several solutions behind its admirer engagement method, which have been lined.

Their meme marketing and advertising tactic distributes 1-similar information throughout other meme-associated touchpoints, which stretches their information over and above good MMA audiences. This has been a aim for Just one Championship. To even more emphasise their attempts, they’ve even launched a Television set display named The Apprentice: 1 Championship Version. This demonstrate has 16 candidates participating in many MMA-related problems to earn a opportunity of earning a position to operate at the A person headquarters in Singapore. The clearly show is watchable on Netflix in 150 countries. The show’s topic demonstrates the promotion’s desire to become recognised in the enjoyment industry as a great deal as the sporting sector.

1 has also strategically utilized teaching footage to be a door opener for offering their admirers at the rear of-the-scenes access to their favourite athletes. Moreover, it coincidentally offers the audience with an strategy of what degree of motivation and teaching it takes to grow to be an MMA fighter.

A person launching on Weibo is one more case in point of manufacturers needing to value-generating culturally delicate articles. The motive is it is demonstrated to be far more worthwhile for empowering manufacturer engagement and consciousness by constructing micro-communities than subsequent substantial followings.


For every platform, ONE’s strategy to connect with their admirers differs a bit. Their tone of voice is most informative on Twitter, offering fans the most up-to-date updates relating to the advertising. On Instagram, you will experience 1 remaining far more open with their captions and written content captured to diversify the rise of their fighters. There is a blend of Twitter and Instagram’s tone-of-voice on YouTube but with a more genuine point of view about their athletes by means of written content creation. Weibo is equivalent to Twitter, relating to an useful design nonetheless, Just one has expanded how they converse with culturally sensitive terminologies to their area-specific demographic.

What can you study from One particular Championship’s written content strategy?

To summarise, One particular has a lot of instruments to create connections with its viewers. Even so, under are the crucial points summarised when growing your brand name.

  • Worth the techniques which support you access everyday audiences past your existing and key demographic. A single utilises meme advertising to help on their own reach this.
  • Prioritise cultural sensitivity through launching on a location-precise platform or particular content material creation. Just one has accomplished this via launching on Weibo to bridge their engagement nearer with their Asian viewers.
  • Strategically use information generation to enrich psychological connections with your viewers, which little by little sales opportunities your supporters to become invested in your manufacturer. Just one provides this via their content material streams involving lengthy-sort YouTube articles and sharing instruction footage.

What stood out for you with A person Championship’s content material strategy?


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