You don’t must 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 largest of the massive CCs (Content material Creators with a capital ‘C’). GoodGood and Bob Does Sports activities have been with Callaway, Fore Play and Grant Horvat are within the TaylorMade secure, the Bryan Bros. and (simply to indicate he doesn’t present favorites?) Horvat signed not too long ago with Takomo.
Noticeably absent from the Nice Content material Creator Seize (as it’s hereafter recognized) was arguably probably the most revered model in golf.
Titleist, “#1 [ball] in Golf,” is absent no extra.
Earlier this 12 months, Titleist signed Me and My Golf (Andy and Piers), Micah Morris (off his TaylorMade deal), and—most notably on this creator’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 liked Peter’s “Construct My Bag” sequence. As a result of he was all the time brand-agnostic and examined almost each new launch that got here out, he would determine 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” (mentioned 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 subsequent season. It was a very enjoyable and distinctive solution to take a look at new product, a spotlight within the YouTube house annually.
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 on.), it got here as a little bit of a shock.
It was evident Titleist was making some large 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 fastidiously determine these creators who finest characterize such a timeless and traditional model.
The query, then, turns into “Why now?”
Go large or go dwelling
Whereas CCs have, for years now, loved membership offers with a whole lot of completely 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.
Certain, 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 have been nearly all the time 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, footwear, golf carts, and so on., however golf equipment gave the impression to be the one factor all of them have been staying away from.
Truthfully, it is smart: in case you’re somebody like James Robinson, who famously delivers new movies every single day, 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 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 lecturers 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 sit down 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 usually are not sufficient
Titleist’s PGA Tour ambassadors are among the best-known on this planet: Ludvig Åberg, Wyndham Clark, Justin Thomas, Tom Kim, Jordan Spieth, and so on.
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 not too long ago signing with COBRA is simply the newest instance).
Additionally, if the TV rankings are to be believed, increasingly more individuals are really watching golf by way of YouTube than conventional channels. Greater than three million tuned in to the Genesis ultimate spherical to look at Åberg battle down the stretch, which was thought of a “large rankings 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.
When you’re unhealthy at math, permit me to assist: YouTube golf viewership>PGA TV Viewership.
So the transfer to signal among the most-respected/most-watched personalities on YouTube makes complete frequent and monetary sense. Improve your model consciousness, enhance your backside line.
The present that retains on giving
When you’ve been to Titleist’s web site over the previous couple of years, you’ll see “#TeamTitleist” is without doubt one of the featured objects in the primary menu and the hashtag is everywhere in the web. Crew 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 state of affairs: the CCs get entry to Titleist’s member record and Titleist will get entry to the lots of of hundreds of weekly viewers watching the YouTube movies of those newly signed creators.
Not solely that however there’s a built-in sense of neighborhood as now all of us random schmoes who’re subscribed to #TeamTitleist (sure, yours actually is a member—hey, it’s free! Go away me alone!) get to root on these CCs who’ve signed with the “dwelling group.” When you weren’t already a Peter Finch fan, say, wouldn’t you now be extra excited about his movies in case you’re seeing them promoted in an e mail straight from Titleist?
Each video promotes Titleist, each e mail from #TeamTitleist promotes the CCs.
And since Titleist encourages newbie golfers and content material creators to share their experiences utilizing Titleist merchandise via hashtags like #TeamTitleist, this technique not solely amplifies model visibility however additional fosters a way of neighborhood 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 instructional content material, like suggestions for enhancing your recreation, 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, participating content material. This helps the model attain youthful, tech-savvy audiences who’re more and more excited about golf.
Increasingly younger individuals are discovering all of their golf-related content material by way of these platforms—simply lookup at that “billion” reference—it’s astounding. The key OEMs are clueing in that, whether or not they need it or not, that is the literal definition of “influencers.” These people could possibly be shifting the needle additional and sooner 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 lecturers, gamers and creators are taking part in, too.
The place does Titleist go from right here?
I actually imagine that is solely the start of Titleist’s foray into the Content material Creator house. I predict they are going to proceed to go after large names at present within the house 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”.
Prime Picture Caption: Peter Finch is the newest within the Titleist content material secure. (Courtesy: Peter Finch YouTube)
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