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


1 Championship, the leading beat sporting activities advertising across Asia, names by itself as ‘the home of Martial Arts’. The business have above 45m social media followers together with 4.67m YouTube subscribers, which has grown from their unorthodox techniques of generating written content, partaking with their followers alongside controlling their communities. This blog site will uncover what tends to make ONE’s content material tactic powerful and how they utilise every single platform to maximise influence together with other tactics YOU can understand from to develop your brand.

Platform breakdown


With above 1m followers, ONE’s information resume in the ‘Twittersphere’ is various. The majority of their content material sport is composed of showcasing fight highlights, evaluating preventing moves to one particular a further, incorporating viral memes into their articles alongside capturing training footage.

Each and every written content stream provides benefit to its audience as a result of a distinctive avenue. For case in point, most articles involved with battle highlights emphasises what the A single brand represents. It is a fight sports activities advertising that needs the combat match to be its most recognised identity.

Evaluating distinctive battling moves is an productive way to seize the brand’s maximum consumers’ interest. Fight enthusiasts are normally fascinated with how the athletes utilise other strategies all through level of competition, and for this purpose, Just one has executed this stream properly.

Meme advertising is a key portion of ONE’s content material method. The explanation is that memes have demonstrated helpful at tapping into the informal viewers (beyond your main demographic) though remaining reactive to tendencies, maximizing manufacturer consciousness and engagement.

Schooling footage is a different handy articles pathway that provides fans nearer to their favourite athletes. This is executed through giving them ‘behind-the-scenes’ protection, which empowers particular and psychological connections by way of viewing them train.


1 has a quite more substantial following throughout Instagram with around 6m followers. However, their content material appears replicated compared to their Twitter feed. Though, they distribute material differently via Instagram in comparison to Twitter, thinking about the varied options with Reels, carousels, IG video clip and dwell.

Education footage comparable to Twitter is mostly dispersed throughout Instagram Reels. On reels, this is verified exactly where you can grow your attain to a lot more casual and young audiences, which is likely a concentrate on that One particular is following on this platform.

Battle highlights are normally generated via IG video thanks to it interesting primarily to their core viewers.

The most seen content on ONE’s IG is composed of schooling footage away from fitness centers or any where in close proximity to the Octagon or ring. Eventually, this emphasises the earlier position about battle athletics customers owning a greater urge for food for material, furnishing a special viewpoint in contrast to what they’ve almost certainly viewed by now.


On TikTok, ONE’s written content is highly promoted by way of battle highlights utilised by options on TikTok. For case in point, the footage is dubbed on a regular basis with common audio seems on the application alongside audio bites to form shorter skits.

ONE’s most popular TikTok content material consists of brutal fight highlights these types of as consistent punches to demonstrate the opponent’s longevity. As well as, occasions, the place the fighters carry their young children into put up-battle interviews claim superior volumes of viewership mainly because of the emotional connections more youthful TikTok buyers have. Also, fighters demonstrating regard is a further piece of articles getting leverage understandably owing to this staying a critical benefit in just the sport.

To summarise, it is identifiable that ONE’s function on TikTok is to create an further eyesight for MMA that, irrespective of its brutality, it is a activity that a wider audience can take in.



Most of ONE’s YouTube written content will involve fight highlights and fighter compilations together with legacy storylines close to fighters with related personalities. ONE’s highest seen YouTube clips require fight highlights together with compilations of some fighting styles in extended-kind.

YouTube shorts are also empowered where content material surrounding fighter schooling footage, knockout/submission fight reels together with advertising rivalries amongst fighters are their most common formats.

In the long run, ONE’s approach with its YouTube channel is to act as a freehub for struggle highlights with a trace of behind-the-scenes accessibility for followers to take pleasure in.


Weibo, also recognised as Sina Weibo, is termed a ‘microblogging website’, considerably gaining recognition across China. The platform is similarly established up to Twitter but is more well known in the Asian areas. A person is hugely recognised throughout Asia as ‘the dwelling of Martial Arts’ and has utilised the platform to receive 1.57m followers.

The articles shared on Weibo isn’t essentially unique from other platforms. The the vast majority of their distribution features battle highlights in brief type, equally introduced to how it is on Twitter.

An eye-catching factor for A person on Weibo is their engagement is more robust when compared to Twitter. There is a closer ratio in between the variety of likes and opinions they obtain, demonstrating a more powerful local community on Weibo. This is a lesson that is beneficial to find out. It is not a matter of making a considerable following but a sound micro-viewers that engages your manufacturer.

Admirer engagement initiatives

A single has a variety of methods powering its fan engagement approach, which have been lined.

Their meme advertising technique distributes One-linked articles across other meme-connected touchpoints, which stretches their articles over and above stable MMA audiences. This has been a aim for One particular Championship. To even further emphasise their efforts, they’ve even unveiled a Tv set display known as The Apprentice: 1 Championship Version. This display has 16 candidates taking part in many MMA-similar problems to get a prospect of earning a function to work at the A person headquarters in Singapore. The display is watchable on Netflix in 150 nations. The show’s theme demonstrates the promotion’s want to become recognised in the enjoyment field as substantially as the sporting sector.

Just one has also strategically used coaching footage to be a door opener for supplying their supporters behind-the-scenes entry to their favourite athletes. Moreover, it coincidentally supplies the viewers with an idea of what stage of dedication and teaching it can take to grow to be an MMA fighter.

A single launching on Weibo is a further case in point of manufacturers needing to value-producing culturally delicate material. The motive is it is demonstrated to be additional valuable for empowering brand name engagement and consciousness by making micro-communities than following large followings.


For each system, ONE’s tactic to converse with their enthusiasts differs marginally. Their tone of voice is most instructive on Twitter, giving fans the hottest updates relating to the marketing. On Instagram, you are going to expertise A person getting additional open up with their captions and written content captured to diversify the rise of their fighters. There’s a blend of Twitter and Instagram’s tone-of-voice on YouTube but with a much more authentic viewpoint about their athletes via content material creation. Weibo is comparable to Twitter, relating to an educational model even so, A single has expanded how they converse with culturally sensitive terminologies to their location-certain demographic.

What can you study from A person Championship’s content material approach?

To summarise, Just one has quite a few resources to create connections with its viewers. Even so, underneath are the essential details summarised when increasing your brand.

  • Price the strategies which aid you access everyday audiences outside of your present and principal demographic. Just one utilises meme marketing to support them selves accomplish this.
  • Prioritise cultural sensitivity via launching on a location-distinct platform or specific content material development. 1 has realized this through launching on Weibo to bridge their engagement nearer with their Asian audience.
  • Strategically use content generation to enrich emotional connections with your audience, which slowly qualified prospects your followers to grow to be invested in your manufacturer. One provides this by using their written content streams involving very long-kind YouTube articles and sharing training footage.

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


Supply url