Mylarin Qynthoril
We have events that are more than 150 years old and are still getting a lot of attention. They’ve maintained the same standards for years, and that’s really hard.
But we’ve come to a time where horse racing events need to share their brand story online, and social media is the perfect spot. If you look at some of their pages, you’ll see that most posts are not about results, performances, leaders, statistics, or any other boring stuff.
For that, we have specific websites like TwinSpires where you can check the odds for events like the Breeders’ Cup.
twinspires.com/breeders-cup/odds/
Instead, they focus on sending a message, promoting the sport’s values and history, and building a story. That’s what every other business should focus on.
The Power of Real-Time Engagement
One of the biggest advantages of social media is real-time interaction. Remember when you had to wait for the sports section the next day to see the race results? Those days are long gone. Now, as soon as the horses hit the starting gate, X, Instagram, and Facebook light up with live updates, behind-the-scenes footage, and even race-day fashion highlights.
Big events like the Kentucky Derby and Royal Ascot are pros at this. They’re not just posting content—they’re creating an experience. During the 2023 Kentucky Derby, the official Twitter handle racked up thousands of tweets per minute as fans around the world shared their thoughts, hopes, and memes. Yes, memes. Because what’s a major event these days without a good meme?
Behind-the-Scenes Access
We all love a little peek behind the curtain, right? Horse racing events have tapped into this by offering exclusive behind-the-scenes content. Whether it’s a day in the life of a jockey, a tour of the stables, or a sneak peek at the preparation for the big race, this content is gold for social media.
Royal Ascot’s Instagram stories, for example, often feature interviews with trainers and jockeys, giving fans a sense of intimacy and access that was previously reserved for the very few. It’s this kind of content that keeps people coming back for more, building a loyal and engaged following.
