NFL shooting itself in foot over social media policy

The NFL is ruining the future popularity of the sports with its recent decision regarding in-game highlights on social media.

Social media platforms such as Twitter and Instagram have effectively become the second screen for sporting events, including NFL games. However, with the NFL’s most recent decision, they have essentially shot themselves in the foot.

Earlier this week, ESPN’s Darren Rovell reported that the NFL will begin to fine teams for posting any videos from inside the stadium during games. That means that teams can no longer post highlights during the game or use platforms such as Facebook Live or Periscope. Fines for violating these rules will start at $25,000 and go up to $100,000 for repeat offenses.

Congratulations, NFL. You’ve successfully alienated an entire generation of fans with your latest business decision.

NFL TV ratings are down over 10 percent through the first five weeks of the season compared to last year. Some of that might have to do with the presidential debates, but a decline that steep is about more than a  Sunday Night Football game taking place during the second debate.

Ratings are dropping simply because games aren’t as exciting as they’ve been in the past. Arguably the best way to get fans more engaged with the sport again is by promoting the games through social media.

Instead, teams like the Panthers are stuck doing things like this when big plays happen.

Yeah, that’s going to get fans fired up.

The bigger problem is a long-term one with the absence of social media highlights. An entire audience of younger fans isn’t going to be keeping up with the NFL if they can’t watch what’s happening on their phone.

Meanwhile, the NBA is taking a completely different approach. Commissioner Adam Silver has been on record supporting the use of GIFs and other social media to help promote the NBA’s highlights and other plays.

For a younger audience, they’re going to continue to see more plays, memes, GIFs and everything else surrounding the NBA. Meanwhile, the NFL is going to make sure that they are the only source of highlights, which means that in-game content will be completely contained by the league.

Businesses that lead their respective industries stay on top by continuing to adapt to a constantly changing marketplace. Businesses that don’t (like the NFL) are bound to lose their footing as the industry leader.

This is just the next in a long line of missteps by the NFL over the past couple of years. If they don’t start thinking ahead and focusing on the next generation of sports fans, then they’re in serious jeopardy of letting the NBA take over as the most popular sports league in the country.