Will Pithers, Strategic Partner Manager for sports at Meta, joins Andy and Charlie on the Sports Loft podcast. Having previously work at City Football Group , Will helps teams, leagues, federations, athletes and creators optimise their content strategy across Meta’s platforms. With user behaviour shifting from public feeds toward private messaging, and short-form video dominating content strategy, we wanted to get an insider’s view on how sports organisations such as Formula 1, Premier League clubs and Mercedes F1 are navigating Meta’s eco-system to engage fans globally. Some of the topics we discuss include: Why short-form video (ie Reels) is the key to success across both Facebook and Instagram How F1 teams and drivers have built a thriving community on threads Why the majority of a social media user’s time will soon not be spent in feeds, but rather in private and group messaging conversations. How Meta is looking to make their platforms more attractive for content creators? Why providing utility and not posting too much has been so important for success with WhatsApp channels How sports organisations are looking to monetise their activity across Meta’s platforms Why teams should be investing in tools that can help them manage their content archives The potential opportunities for sports organisations in AR with Meta’s Orion glasses