You don’t should look too far again within the Wayback Machine to see that YouTube, particularly when it got here to golf content material creators, was the house of DTC manufacturers and some OEMs attaching themselves to solely the most important of the massive CCs (Content material Creators with a capital ‘C’). GoodGood and Bob Does Sports activities had been with Callaway, Fore Play and Grant Horvat are within the TaylorMade secure, the Bryan Bros. and (simply to point out he doesn’t present favorites?) Horvat signed lately with Takomo.
Noticeably absent from the Nice Content material Creator Seize (as it’s hereafter recognized) was arguably essentially the most revered model in golf.
Titleist, “#1 [ball] in Golf,” is absent no extra.
Earlier this yr, Titleist signed Me and My Golf (Andy and Piers), Micah Morris (off his TaylorMade deal), and—most notably on this writer’s eyes—Peter Finch. Whereas Andy, Piers and Micah are all a lot subscribed-to channels, it was the signing of Finchy that took me most abruptly.
For years, I’ve cherished Peter’s “Construct My Bag” sequence. As a result of he was at all times brand-agnostic and examined practically each new launch that got here out, he would establish a couple of golf equipment in every class (driver, fairway woods, irons, wedges, putter and ball) that he actually favored after which take them on-course for a “battle royale” (stated with Finch’s distinctive Manchester accent) the place he would put all of them head-to-(literal) head, and the winner would earn a spot in his bag for the following season. It was a extremely enjoyable and distinctive solution to take a look at new product, a spotlight within the YouTube area every year.
So when he introduced—by way of a pleasant announcement video and a really unbelievable becoming video at Titleist’s bucket-list TPI (Titleist Efficiency Institute in Carlsbad, California)—that he was forsaking my beloved “Construct My Bag” sequence and signing with Titleist to be his sole supplier of golf equipment (and balls, and hats, and bag, and so forth.), it got here as a little bit of a shock.
It was evident Titleist was making some huge strikes to selectively signal some extremely revered CCs and to not let the opposite OEMs get all of the speaking factors. Their technique is clearly to rigorously establish these creators who finest signify such a timeless and traditional model.
The query, then, turns into “Why now?”
Go huge or go house
Whereas CCs have, for years now, loved membership offers with a whole lot of totally different firms, it’s been comparatively within the background.
Let’s have a look into the potential causes Titleist is making such a push into YouTube.
Positive, whereas seeing the Good Good/Bob Does Sports activities guys in Callaway gear or the Fore Play crew in TaylorMade stuff is comparatively commonplace, a lot of the “revered reviewers” of golf gear had been nearly at all times brand-agnostic. Rick Shiels, Peter Finch, James Robinson and extra CCs who derive a LOT of content material out of opinions have, traditionally, stayed away from signing with golf tools firms. They’ve all dabbled in different offers, thoughts you: attire, sneakers, golf carts, and so forth., however golf equipment gave the impression to be the one factor all of them had been staying away from.
Truthfully, it is smart: for those who’re somebody like James Robinson, who famously delivers new movies on daily basis, signing a deal to play just one model of membership severely limits your content material potential.
So to see somebody of Finch’s stature, not simply in subscriber-base however in general YouTube cachet, signing with one model, not to mention one of the vital revered manufacturers in all of golf, says to me that Titleist is all-in on the CC entrance.
Me and My Golf are among the many premier golf academics in all of YouTube. Micah Morris, previously of Good Good and making an attempt to make it as an expert golfer, is a significant draw.
Titleist additionally has a partnership with No Laying Up that dates again to January 2023—that secured a relationship with the highest podcast in golf. NLU additionally has a extremely revered YouTube channel, which has featured visits to TPI and a Titleist content material sequence entitled “Discovering Really feel” launched final March.
With these signings, Titleist have made it clear they aren’t keen to take a seat again and wait any longer. They’re going after the youthful {golfing} crowd in a manner they’ve by no means actually tried earlier than. Which brings us to level No. 2.
PGA Tour gamers alone are usually not sufficient
Titleist’s PGA Tour ambassadors are a few of the best-known on this planet: Ludvig Åberg, Wyndham Clark, Justin Thomas, Tom Kim, Jordan Spieth, and so forth.
Whereas this lineup is enviable (particularly contemplating Åberg’s win at The Genesis final week), it doesn’t have the star energy it as soon as did (Max Homa lately signing with COBRA is simply the newest instance).
Additionally, if the TV scores are to be believed, increasingly more persons are really watching golf by way of YouTube than conventional channels. Greater than three million tuned in to the Genesis closing spherical to observe Åberg battle down the stretch, which was thought of a “huge scores success.” Superior! Nonetheless, the month earlier than on the AmEx, the ultimate drew in extra of 10x much less—so it’s not all roses.
In the meantime, in a report from final June, there have been greater than 4.3 billion (with a ‘B’) views of golf movies on YouTube.
If you happen to’re unhealthy at math, permit me to assist: YouTube golf viewership>PGA TV Viewership.
So the transfer to signal a few of the most-respected/most-watched personalities on YouTube makes complete frequent and monetary sense. Enhance your model consciousness, enhance your backside line.
The present that retains on giving
If you happen to’ve been to Titleist’s web site over the previous couple of years, you’ll see “#TeamTitleist” is among the featured gadgets in the primary menu and the hashtag is all around the web. Group Titleist is a free membership program for golfers who love Titleist golf tools, the place members get entry to unique occasions, product testing and different advantages.
Including a bevy of YouTube CC’s who’re #TeamTitleist is a win-win scenario: the CCs get entry to Titleist’s member checklist and Titleist will get entry to the tons of of 1000’s of weekly viewers watching the YouTube movies of those newly signed creators.
Not solely that however there’s a built-in sense of group as now all of us random schmoes who’re subscribed to #TeamTitleist (sure, yours really is a member—hey, it’s free! Depart me alone!) get to root on these CCs who’ve signed with the “house workforce.” If you happen to weren’t already a Peter Finch fan, say, wouldn’t you now be extra thinking about his movies for those who’re seeing them promoted in an e mail immediately from Titleist?
Each video promotes Titleist, each e mail from #TeamTitleist promotes the CCs.
And since Titleist encourages beginner golfers and content material creators to share their experiences utilizing Titleist merchandise by means of hashtags like #TeamTitleist, this technique not solely amplifies model visibility however additional fosters a way of group amongst these utilizing the hashtag—”I’m identical to them!”
Behind-the-scenes and academic content material
Titleist works with influencers to create behind-the-scenes content material corresponding to manufacturing facility excursions or insights into product improvement. Moreover, they collaborate on academic content material, like ideas for bettering your sport, which positions Titleist as an authority within the golf trade.
Future-proofing
Titleist is increasing its presence on platforms like TikTok and Instagram Reels by collaborating with creators who produce short-form, partaking content material. This helps the model attain youthful, tech-savvy audiences who’re more and more thinking about golf.
Increasingly younger persons are discovering all of their golf-related content material by way of these platforms—simply lookup at that “billion” reference—it’s astounding. The foremost OEMs are clueing in that, whether or not they need it or not, that is the literal definition of “influencers.” These people might be shifting the needle additional and quicker than any Tour star, even somebody as up-and-coming as Åberg .
By getting in now with a couple of well-respected CCs whose content material is already reaching a number of hundred thousand views per video, they’re assuring themselves that future viewers will see that Titleist isn’t simply the model their mother and father and grandparents performed however the model their present favourite academics, gamers and creators are taking part in, too.
The place does Titleist go from right here?
I actually consider that is solely the start of Titleist’s foray into the Content material Creator area. I predict they are going to proceed to go after huge names presently within the area and goal younger, hip, up-and-coming abilities with audiences nonetheless rising to additional cement themselves because the model of younger AND previous.
Mark my phrases: Titleist will quickly be “The #1 Model in (YouTube) Golf”.
High Picture Caption: Peter Finch is the newest within the Titleist content material secure. (Courtesy: Peter Finch YouTube)
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