ONE Championship, the main fight sports activities promotion throughout Asia, names itself as ‘the house of Martial Arts’. The corporate have over 45m social media followers alongside 4.67m YouTube subscribers, which has grown from their unorthodox strategies of making content material, participating with their followers alongside managing their communities. This weblog will uncover what makes ONE’s content material technique efficient and the way they utilise every platform to maximise affect alongside different ways YOU can be taught from to develop your model.

Platform breakdown


With over 1m followers, ONE’s content material resume within the ‘Twittersphere’ is numerous. The vast majority of their content material recreation consists of showcasing combat highlights, evaluating preventing strikes to at least one one other, incorporating viral memes into their content material alongside capturing coaching footage.

Every content material stream provides worth to its viewers via a distinct avenue. For instance, most content material related to combat highlights emphasises what the ONE model represents. It’s a fight sports activities promotion that requires the combat recreation to be its most recognised identification.

Evaluating totally different preventing strikes is an efficient solution to seize the model’s highest shoppers’ consideration. Struggle followers are usually fascinated with how the athletes utilise different methods throughout competitors, and for that reason, ONE has executed this stream successfully.

Meme advertising is a key a part of ONE’s content material technique. The reason being that memes have confirmed efficient at tapping into the informal viewers (past your core demographic) whereas being reactive to traits, enhancing model consciousness and engagement.

Coaching footage is one other helpful content material pathway that brings followers nearer to their favorite athletes. That is executed by way of giving them ‘behind-the-scenes’ protection, which empowers private and emotional connections via watching them prepare.


ONE has a reasonably bigger following throughout Instagram with over 6m followers. Nonetheless, their content material seems replicated in comparison with their Twitter feed. Though, they distribute content material in a different way via Instagram in comparison with Twitter, contemplating the varied choices with Reels, carousels, IG video and dwell.

Coaching footage much like Twitter is essentially distributed throughout Instagram Reels. On reels, that is confirmed the place you’ll be able to develop your attain to extra informal and youthful audiences, which is probably going a goal that ONE is following on this platform.

Struggle highlights are sometimes produced via IG video as a consequence of it interesting largely to their core viewers.

Essentially the most seen content material on ONE’s IG consists of coaching footage away from gyms or wherever close to the Octagon or ring. Finally, this emphasises the sooner level about fight sports activities shoppers having a bigger urge for food for content material, offering a singular perspective in comparison with what they’ve most likely seen already.


On TikTok, ONE’s content material is very promoted via combat highlights utilised via options on TikTok. For instance, the footage is dubbed usually with well-liked audio sounds on the app alongside sound bites to kind quick skits.

ONE’s hottest TikTok content material consists of brutal combat highlights equivalent to fixed punches to exhibit the opponent’s sturdiness. Plus, events, the place the fighters deliver their kids into post-fight interviews declare excessive volumes of viewership due to the emotional connections youthful TikTok shoppers have. Additionally, fighters exhibiting respect is one other piece of content material gaining leverage understandably as a consequence of this being a key worth inside the sport.

To summarise, it’s identifiable that ONE’s goal on TikTok is to create a further imaginative and prescient for MMA that, regardless of its brutality, it’s a sport {that a} wider viewers can devour.


Most of ONE’s YouTube content material includes combat highlights and fighter compilations alongside legacy storylines round fighters with comparable personalities. ONE’s highest seen YouTube clips contain combat highlights alongside compilations of some preventing kinds in long-form.

YouTube shorts are additionally empowered the place content material surrounding fighter coaching footage, knockout/submission combat reels alongside selling rivalries between fighters are their hottest codecs.

Finally, ONE’s technique with its YouTube channel is to behave as a freehub for combat highlights with a touch of behind-the-scenes entry for followers to take pleasure in.


Weibo, also called Sina Weibo, is termed a ‘microblogging web site’, considerably gaining recognition throughout China. The platform is equally set as much as Twitter however is extra well-liked within the Asian areas. ONE is massively recognised throughout Asia as ‘the house of Martial Arts’ and has utilised the platform to obtain 1.57m followers.

The content material shared on Weibo isn’t essentially totally different from different platforms. The vast majority of their distribution contains combat highlights in brief kind, equally introduced to how it’s on Twitter.

An attention grabbing component for ONE on Weibo is their engagement is stronger in comparison with Twitter. There’s a more in-depth ratio between the variety of likes and feedback they obtain, demonstrating a stronger group on Weibo. This can be a lesson that’s worthwhile to be taught. It’s not a matter of constructing a major following however a strong micro-audience that engages your model.

Fan engagement initiatives

ONE has numerous strategies behind its fan engagement technique, which have been coated.

Their meme advertising method distributes ONE-related content material throughout different meme-related touchpoints, which stretches their content material past strong MMA audiences. This has been a purpose for ONE Championship. To additional emphasise their efforts, they’ve even launched a TV present referred to as The Apprentice: ONE Championship Version. This present has 16 candidates taking part in numerous MMA-related challenges to win an opportunity of incomes a job to work on the ONE headquarters in Singapore. The present is watchable on Netflix in 150 international locations. The present’s theme demonstrates the promotion’s need to turn out to be recognised within the leisure business as a lot because the sporting sector.

ONE has additionally strategically used coaching footage to be a door opener for giving their followers behind-the-scenes entry to their favorite athletes. Moreover, it coincidentally gives the viewers with an concept of what degree of dedication and coaching it takes to turn out to be an MMA fighter.

ONE launching on Weibo is one other instance of manufacturers needing to value-producing culturally delicate content material. The reason being it’s confirmed to be extra worthwhile for empowering model engagement and consciousness via constructing micro-communities than following giant followings.


Per platform, ONE’s technique to speak with their followers differs barely. Their tone of voice is most informative on Twitter, giving followers the newest updates referring to the promotion. On Instagram, you’ll expertise ONE being extra open with their captions and content material captured to diversify the rise of their fighters. There’s a mixture of Twitter and Instagram’s tone-of-voice on YouTube however with a extra genuine perspective about their athletes via content material creation. Weibo is much like Twitter, referring to an informative model; nonetheless, ONE has expanded how they impart with culturally delicate terminologies to their region-specific demographic.

What are you able to be taught from ONE Championship’s content material technique?

To summarise, ONE has many instruments to construct connections with its viewers. Nonetheless, beneath are the important thing factors summarised when rising your model.

  • Worth the methods which provide help to attain informal audiences past your present and primary demographic. ONE utilises meme advertising to assist themselves obtain this.
  • Prioritise cultural sensitivity by way of launching on a region-specific platform or particular content material creation. ONE has achieved this by way of launching on Weibo to bridge their engagement nearer with their Asian viewers.
  • Strategically use content material creation to boost emotional connections together with your viewers, which regularly leads your followers to turn out to be invested in your model. ONE delivers this by way of their content material streams involving long-form YouTube content material and sharing coaching footage.

What stood out for you with ONE Championship’s content material technique?

By 24H

Leave a Reply

Your email address will not be published.