{"id":14869,"date":"2017-03-17T07:44:28","date_gmt":"2017-03-16T21:44:28","guid":{"rendered":"http:\/\/leadpakistan.com.pk\/news\/?p=14869"},"modified":"2017-03-17T07:49:13","modified_gmt":"2017-03-16T21:49:13","slug":"why-instagram-is-suddenly-the-place-for-sports-highlights","status":"publish","type":"post","link":"https:\/\/leadpakistan.com.pk\/news\/why-instagram-is-suddenly-the-place-for-sports-highlights\/","title":{"rendered":"Why Instagram Is Suddenly the Place for Sports Highlights"},"content":{"rendered":"<p><span class=\"lede\" tabindex=\"-1\">IF YOU WANT <\/span>to watch sports highlights on your phone, there are lots of sites and platforms that make it easy. But none is more <em>now<\/em> than House of Highlights. The bombastic, occasionally NSFW Instagram account is the hottest thing going, due in no small part to the dedication of its 22-year-old founder, Omar Raja.<\/p>\n<p>\u201cHe\u2019s honestly like the modern <em>SportsCenter<\/em>, or the young person\u2019s<em>SportsCenter<\/em>,\u201d says Dave Finocchio, CEO of the sports news websiteBleacher Report, which bought House of Highlights a couple of years ago.<\/p>\n<p>Finocchio is biased, but he isn\u2019t wrong. House of Highlights recently passed 5 million followers\u2014up from 2.1 million in January, 2016\u2014and videos posted to the feed regularly top 1 million views. More impressive? It enjoys one of the highest interaction rates on the platform. (Instragram measures this by tallying the number of comments or likes per user reached.) According to Crowd Tangle, the account saw an interaction rate of 2.43 percent in January. Compare that to the 1.43 that <em>SportsCenter<\/em>, with 8.7 million followers, saw that month and you see Finocchio\u2019s point.<\/p>\n<p>Users don\u2019t just follow House of Highlights, either. They share it with friends, who share it with friends, and so on. That gives the account a reach far wider than its following. Five mil is nice, but it\u2019s nothing compared to the tens of millions of followers enjoyed by Instagram\u2019s biggest stars. Finocchio likens the account to a boxer fighting above his weight class. Still, it\u2019s enough to draw interest from sponsors like Lexus and Nike and get the suits at Bleacher Report pondering how to develop the business model.<\/p>\n<h3>Just Another Friend<\/h3>\n<p>What makes Raja\u2019s posts so shareable is his online personality. He posts whatever he likes. A game-winning buzzer-beater? Of course! A clip of Russell Westbrook freestyle rapping? Why not? His comments lean heavily on emoji and read like something you\u2019d get from a friend sharing a funny video. A caption for a clip of NBA player Kyrie Irving spinning through defenders and hitting a shot off one leg read, simply, Kyrie .<\/p>\n<p>\u201cIt\u2019s the way I talk to my friends,\u201d Raja says. \u201cYou want to be as relatable as possible.\u201d<\/p>\n<p style=\"text-align: center;\">\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" id=\"instagram-embed-0\" class=\"instagram-media instagram-media-rendered\" src=\"https:\/\/www.instagram.com\/p\/BRpERfKhyQe\/embed\/captioned\/?cr=1&amp;v=7\" width=\"300\" height=\"500\" frameborder=\"0\" scrolling=\"no\" data-instgrm-payload-id=\"instagram-media-payload-0\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p>Granted, most of your friends don\u2019t spend ridiculous amounts of time sifting through DMs to find the next viral video. \u201cHe\u2019s up every night until 3 or 4 in the morning,\u201d says Doug Bernstein, VP of social media at <em>Bleacher Report<\/em>. \u201cHe works 12-hour days, and I\u2019m probably underselling it.\u201d Raja has been at it since he was 14, when he launched a sports and gaming forum. Years of practice gave the guy a voice and tone Finocchio calls one of a kind.<\/p>\n<p style=\"text-align: center;\">\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" id=\"instagram-embed-1\" class=\"instagram-media instagram-media-rendered\" src=\"https:\/\/www.instagram.com\/p\/BQeMO9Ngqpl\/embed\/captioned\/?cr=1&amp;v=7\" width=\"300\" height=\"500\" frameborder=\"0\" scrolling=\"no\" data-instgrm-payload-id=\"instagram-media-payload-1\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p>It helps that Instagram evolved past sharing a single square photo to include galleries and videos. That makes it the perfect platform for sports highlights, which are visual, short, and easily shared. \u201cThe way in which their sharing mechanism is set up really encourages direct friend-to-friend sharing,\u201d Bernstein says. \u201cWhen you share to Facebook you kind share it and of blast it to everybody, when you retweet it goes on out to everybody. On Instagram, there wasn\u2019t initially that same share button. What people would do is they would \u2018@\u2019 message their friends. They would \u2018@\u2019 eight people in that caption, in that post, and say to all their friends \u2018Yo, check out this post.&#8217;\u201d<\/p>\n<p>An especially popular post on House of Highlights posts might receive more than 5,000 comments. A video of an egregious turnover by the Los Angeles Lakers got almost 10,000. Scroll through them and you see most of them are \u201c@\u201d messages to other users, often followed by the emoji \u00a0.<\/p>\n<p>Of all sports, basketball best fits Instagram. The shot clock limits players to 24 seconds, hats and helmets don\u2019t obscure them, and a super-human 3-pointer or monster dunk is eminently shareable. The NBA understands this, and has 21.6 million Instagram followers to show for it. \u201cI think Instagram has become the quintessential storytelling platform for us,\u201d says Melissa Brenner, the league\u2019s senior vp of digital media. \u201cOf all the platforms, one could argue that Instagram is perhaps one of the most artistic and visually appealing. We\u2019re able to\u2014whether its short form highlights or photos\u2014tell a really interesting linear narrative.\u201d<\/p>\n<p>Perhaps nothing exemplifies this more than the NBA\u2019s use of galleries. The league creates nightly, image-based recaps of games. Highlights galleries are popping up, too. Earlier this week, the NBA\u2019s account featured highlights from each of LeBron James\u2019s ten triple-doubles so far this season.<\/p>\n<h3>#Goals<\/h3>\n<p>House of Highlights is not yet the new <em>SportsCenter<\/em>, but it shows serious game. It enjoys crazy growth, a young audience, and, perhaps most importantly, an established culture. No wonder Bleacher Report bet big on it.<\/p>\n<p>\u201cOver the next two to three years, as more and more people adopt Instagram as the paradigm for how they keep up with sports and sports highlights, then we truly become the must-follow account,\u201d says Finocchio. \u201cIf we\u2019re the must-follow account and brand, then advertisers [will come], and they already are. They understand our audience and incredible engagement we have and they want to be a part of it.\u201d<\/p>\n<p>Given the pace at which media consumption is changing, two to three years seems like a long time. Instagram didn\u2019t even add video until four years ago. For now though, with Raja busy scoping and posting the best clips, the House of Highlights account remains the place to go for .<\/p>\n","protected":false},"excerpt":{"rendered":"<p>IF YOU WANT to watch sports highlights on your phone, there are lots of sites and platforms that make it easy. But none is more now than House of Highlights. The bombastic, occasionally NSFW Instagram account is the hottest thing going, due in no small part to the dedication of its 22-year-old founder, Omar Raja. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":14874,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":{"0":"post-14869","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-top-news"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Instagram Is Suddenly the Place for Sports Highlights<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leadpakistan.com.pk\/news\/why-instagram-is-suddenly-the-place-for-sports-highlights\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Instagram Is Suddenly the Place for Sports Highlights\" \/>\n<meta property=\"og:description\" content=\"IF YOU WANT to watch sports highlights on your phone, there are lots of sites and platforms that make it easy. 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