Exploring the content material technique of ONE Championship


ONE Championship, the main fight sports activities promotion throughout Asia, names itself as ‘the house of Martial Arts’. The corporate have over 45m social media followers alongside 4.67m YouTube subscribers, which has grown from their unorthodox strategies of making content material, partaking with their followers alongside managing their communities. This weblog will uncover what makes ONE’s content material technique efficient and the way they utilise every platform to maximise influence alongside different ways YOU can be taught from to develop your model.

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Platform breakdown


With over 1m followers, ONE’s content material resume within the ‘Twittersphere’ is numerous. The vast majority of their content material sport consists of showcasing battle highlights, evaluating preventing strikes to at least one one other, incorporating viral memes into their content material alongside capturing coaching footage.

Every content material stream provides worth to its viewers by way of a distinct avenue. For instance, most content material related to battle highlights emphasises what the ONE model represents. It’s a fight sports activities promotion that requires the battle sport to be its most recognised identification.

Evaluating totally different preventing strikes is an efficient option to seize the model’s highest customers’ consideration. Struggle followers are typically fascinated with how the athletes utilise different strategies throughout competitors, and because of this, ONE has executed this stream successfully.

Meme advertising and marketing is a key a part of ONE’s content material technique. The reason being that memes have confirmed efficient at tapping into the informal viewers (past your core demographic) whereas being reactive to tendencies, enhancing model consciousness and engagement.

Coaching footage is one other helpful content material pathway that brings followers nearer to their favorite athletes. That is executed by way of giving them ‘behind-the-scenes’ protection, which empowers private and emotional connections by way of watching them practice.


ONE has a reasonably bigger following throughout Instagram with over 6m followers. Nevertheless, their content material seems replicated in comparison with their Twitter feed. Though, they distribute content material in another way by way of Instagram in comparison with Twitter, contemplating the varied choices with Reels, carousels, IG video and stay.

Coaching footage just like Twitter is basically distributed throughout Instagram Reels. On reels, that is confirmed the place you may broaden your attain to extra informal and youthful audiences, which is probably going a goal that ONE is following on this platform.

Struggle highlights are sometimes produced by way of IG video as a result of it interesting principally to their core viewers.

Probably the most considered content material on ONE’s IG consists of coaching footage away from gyms or wherever close to the Octagon or ring. Finally, this emphasises the sooner level about fight sports activities customers having a bigger urge for food for content material, offering a singular perspective in comparison with what they’ve in all probability seen already.


On TikTok, ONE’s content material is very promoted by way of battle highlights utilised by way of options on TikTok. For instance, the footage is dubbed commonly with well-liked audio sounds on the app alongside sound bites to kind quick skits.

ONE’s hottest TikTok content material consists of brutal battle highlights reminiscent of fixed punches to reveal the opponent’s sturdiness. Plus, events, the place the fighters carry their kids into post-fight interviews declare excessive volumes of viewership due to the emotional connections youthful TikTok customers have. Additionally, fighters displaying respect is one other piece of content material gaining leverage understandably as a result of this being a key worth inside the sport.

To summarise, it’s identifiable that ONE’s function on TikTok is to create a further imaginative and prescient for MMA that, regardless of its brutality, it’s a sport {that a} wider viewers can devour.


Most of ONE’s YouTube content material entails battle highlights and fighter compilations alongside legacy storylines round fighters with comparable personalities. ONE’s highest considered YouTube clips contain battle highlights alongside compilations of some preventing kinds in long-form.

YouTube shorts are additionally empowered the place content material surrounding fighter coaching footage, knockout/submission battle reels alongside selling rivalries between fighters are their hottest codecs.

Finally, ONE’s technique with its YouTube channel is to behave as a freehub for battle highlights with a touch of behind-the-scenes entry for followers to get pleasure from.


Weibo, often known as Sina Weibo, is termed a ‘microblogging web site’, considerably gaining reputation throughout China. The platform is equally set as much as Twitter however is extra well-liked within the Asian areas. ONE is vastly recognised throughout Asia as ‘the house of Martial Arts’ and has utilised the platform to obtain 1.57m fans.

The content material shared on Weibo isn’t essentially totally different from different platforms. The vast majority of their distribution contains battle highlights briefly kind, equally introduced to how it’s on Twitter.

An eye catching ingredient for ONE on Weibo is their engagement is stronger in comparison with Twitter. There’s a better ratio between the variety of likes and feedback they obtain, demonstrating a stronger neighborhood on Weibo. It is a lesson that’s helpful to be taught. It’s not a matter of constructing a big following however a stable micro-audience that engages your model.

Fan engagement initiatives

ONE has numerous strategies behind its fan engagement technique, which have been coated.

Their meme advertising and marketing strategy distributes ONE-related content material throughout different meme-related touchpoints, which stretches their content material past stable MMA audiences. This has been a aim for ONE Championship. To additional emphasise their efforts, they’ve even launched a TV present referred to as The Apprentice: ONE Championship Version. This present has 16 candidates collaborating in numerous MMA-related challenges to win an opportunity of incomes a task to work on the ONE headquarters in Singapore. The present is watchable on Netflix in 150 nations. The present’s theme demonstrates the promotion’s want to change into recognised within the leisure trade as a lot because the sporting sector.

ONE has additionally strategically used coaching footage to be a door opener for giving their followers behind-the-scenes entry to their favorite athletes. Moreover, it coincidentally gives the viewers with an concept of what degree of dedication and coaching it takes to change into an MMA fighter.

ONE launching on Weibo is one other instance of manufacturers needing to value-producing culturally delicate content material. The reason being it’s confirmed to be extra helpful for empowering model engagement and consciousness by way of constructing micro-communities than following giant followings.


Per platform, ONE’s technique to speak with their followers differs barely. Their tone of voice is most informative on Twitter, giving followers the newest updates referring to the promotion. On Instagram, you’ll expertise ONE being extra open with their captions and content material captured to diversify the rise of their fighters. There’s a mixture of Twitter and Instagram’s tone-of-voice on YouTube however with a extra genuine perspective about their athletes by way of content material creation. Weibo is just like Twitter, referring to an informative fashion; nevertheless, ONE has expanded how they impart with culturally delicate terminologies to their region-specific demographic.

What are you able to be taught from ONE Championship’s content material technique?

To summarise, ONE has many instruments to construct connections with its viewers. Nevertheless, beneath are the important thing factors summarised when rising your model.

  • Worth the methods which enable you to attain informal audiences past your present and principal demographic. ONE utilises meme advertising and marketing to assist themselves obtain this.
  • Prioritise cultural sensitivity by way of launching on a region-specific platform or particular content material creation. ONE has achieved this by way of launching on Weibo to bridge their engagement nearer with their Asian viewers.
  • Strategically use content material creation to boost emotional connections along with your viewers, which progressively leads your followers to change into invested in your model. ONE delivers this by way of their content material streams involving long-form YouTube content material and sharing coaching footage.

What stood out for you with ONE Championship’s content material technique?

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