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

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

A single Championship, the foremost fight sports marketing across Asia, names alone as ‘the residence of Martial Arts’. The corporation have about 45m social media followers alongside 4.67m YouTube subscribers, which has developed from their unorthodox techniques of creating written content, engaging with their enthusiasts together with taking care of their communities. This blog site will find out what would make ONE’s content system powerful and how they utilise every system to maximise effects along with other techniques YOU can master from to develop your brand name.

Platform breakdown


With around 1m followers, ONE’s articles resume in the ‘Twittersphere’ is assorted. The greater part of their articles game consists of showcasing battle highlights, comparing battling moves to a single yet another, incorporating viral memes into their material along with capturing education footage.

Just about every content stream adds value to its viewers by a distinct avenue. For instance, most information related with combat highlights emphasises what the Just one manufacturer signifies. It’s a fight sports activities advertising that requires the combat sport to be its most recognised id.

Evaluating unique preventing moves is an efficient way to seize the brand’s optimum consumers’ awareness. Struggle enthusiasts are usually fascinated with how the athletes utilise other techniques through levels of competition, and for this explanation, A single has executed this stream successfully.

Meme marketing is a vital part of ONE’s information method. The cause is that memes have demonstrated helpful at tapping into the casual viewers (beyond your core demographic) when getting reactive to trends, boosting manufacturer recognition and engagement.

Education footage is one more beneficial articles pathway that brings admirers closer to their favourite athletes. This is executed via providing them ‘behind-the-scenes’ coverage, which empowers own and psychological connections through seeing them educate.


A single has a fairly bigger adhering to throughout Instagram with more than 6m followers. Even so, their written content seems replicated in contrast to their Twitter feed. Despite the fact that, they distribute articles in a different way by Instagram compared to Twitter, contemplating the assorted alternatives with Reels, carousels, IG online video and stay.

Education footage identical to Twitter is mostly distributed across Instagram Reels. On reels, this is established the place you can extend your reach to a lot more casual and more youthful audiences, which is possible a target that One particular is following on this platform.

Combat highlights are frequently produced via IG movie due to it desirable largely to their main audience.

The most viewed content on ONE’s IG is composed of coaching footage away from fitness centers or any where near the Octagon or ring. Eventually, this emphasises the before level about battle athletics shoppers acquiring a bigger urge for food for articles, delivering a distinctive perspective in contrast to what they’ve probably found now.


On TikTok, ONE’s information is highly promoted through combat highlights utilised via attributes on TikTok. For illustration, the footage is dubbed regularly with common audio sounds on the application along with seem bites to form brief skits.

ONE’s most popular TikTok articles is composed of brutal fight highlights these as continual punches to demonstrate the opponent’s longevity. As well as, instances, the place the fighters deliver their youngsters into write-up-struggle interviews declare high volumes of viewership for the reason that of the emotional connections youthful TikTok customers have. Also, fighters showing regard is a different piece of information attaining leverage understandably because of to this getting a crucial worth inside of the sport.

To summarise, it is identifiable that ONE’s objective on TikTok is to build an added vision for MMA that, regardless of its brutality, it’s a sport that a wider viewers can eat.


Most of ONE’s YouTube material involves battle highlights and fighter compilations alongside legacy storylines all around fighters with very similar personalities. ONE’s optimum considered YouTube clips entail battle highlights together with compilations of some combating styles in extended-kind.

YouTube shorts are also empowered where information encompassing fighter education footage, knockout/submission battle reels together with endorsing rivalries among fighters are their most popular formats.

Eventually, ONE’s technique with its YouTube channel is to act as a freehub for struggle highlights with a trace of driving-the-scenes entry for lovers to love.


Weibo, also regarded as Sina Weibo, is termed a ‘microblogging website’, considerably attaining popularity throughout China. The platform is likewise set up to Twitter but is a lot more well-liked in the Asian regions. 1 is vastly recognised throughout Asia as ‘the dwelling of Martial Arts’ and has utilised the platform to get 1.57m followers.

The articles shared on Weibo is not automatically different from other platforms. The bulk of their distribution features battle highlights in short kind, in the same way offered to how it is on Twitter.

An eye-catching element for Just one on Weibo is their engagement is more powerful compared to Twitter. There’s a closer ratio concerning the number of likes and responses they obtain, demonstrating a more robust community on Weibo. This is a lesson that is useful to master. It’s not a issue of building a major following but a sound micro-viewers that engages your model.

Fan engagement initiatives

A person has a variety of solutions powering its enthusiast engagement approach, which have been included.

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

Their meme internet marketing tactic distributes A person-associated articles across other meme-associated touchpoints, which stretches their information further than stable MMA audiences. This has been a aim for A person Championship. To further more emphasise their attempts, they’ve even produced a Tv clearly show termed The Apprentice: 1 Championship Edition. This clearly show has 16 candidates collaborating in several MMA-relevant problems to win a opportunity of earning a role to function at the One particular headquarters in Singapore. The exhibit is watchable on Netflix in 150 international locations. The show’s concept demonstrates the promotion’s want to come to be recognised in the entertainment field as a great deal as the sporting sector.

1 has also strategically utilised education footage to be a door opener for giving their supporters powering-the-scenes obtain to their favourite athletes. Additionally, it coincidentally offers the audience with an thought of what level of dedication and coaching it takes to turn out to be an MMA fighter.

1 launching on Weibo is yet another illustration of manufacturers needing to worth-creating culturally sensitive content material. The explanation is it is tested to be a lot more useful for empowering brand name engagement and awareness through developing micro-communities than following substantial followings.


For every system, ONE’s system to talk with their admirers differs a little bit. Their tone of voice is most educational on Twitter, offering enthusiasts the most up-to-date updates relating to the promotion. On Instagram, you will working experience A person being more open up with their captions and material captured to diversify the increase of their fighters. There’s a blend of Twitter and Instagram’s tone-of-voice on YouTube but with a far more genuine perspective about their athletes through written content generation. Weibo is identical to Twitter, relating to an insightful type having said that, 1 has expanded how they talk with culturally delicate terminologies to their region-precise demographic.

What can you study from One particular Championship’s material system?

To summarise, A single has several instruments to build connections with its audience. Nevertheless, under are the vital points summarised when escalating your brand name.

  • Worth the techniques which assist you arrive at everyday audiences over and above your current and primary demographic. A single utilises meme internet marketing to support themselves achieve this.
  • Prioritise cultural sensitivity by means of launching on a region-unique system or distinct material generation. A single has attained this via launching on Weibo to bridge their engagement nearer with their Asian audience.
  • Strategically use content material creation to improve psychological connections with your audience, which step by step prospects your fans to come to be invested in your brand. A person delivers this through their information streams involving prolonged-type YouTube information and sharing schooling footage.

What stood out for you with Just one Championship’s information approach?