Let’s be honest – if your betting brand isn’t on social media, you’re already behind. Gone are the days when just offering great odds or slick apps was enough to stand out.
Nowadays, social media is where sports fans live, breathe and, also, bet. With brands such as bet365 having almost 500k on X, and Paddy Power having over 750k, online is the best place to engage, and ultimately turn followers into loyal customers. Those who ignore it do so at their own peril.
Social media isn’t just another marketing channel – it’s the heartbeat of modern betting. Platforms like Instagram, X, TikTok and YouTube are where younger (18-30) audiences spend most of their time.
The vast majority of betting brands recognise the importance of having some form of social media presence – but getting the best use out of these platforms is another matter, and understanding what a social media audience wants is crucial to this.
Studies show they want real-time updates, interactive content and insider access. Brands that don’t show up here risk being invisible to the next generation of punters.
The beauty of social media is that it is two-way. You’re not just broadcasting; you’re talking to fans, sharing live betting commentary, behind-the-scenes clips, promos or teaming up with sports influencers who can make followers feel like part of the club.
When punters feel connected, they will stick around. Retention and acquisition go hand in hand – something every operator wants. Look at the operators who are doing this right. Brands like Paddy Power and Betfred have nailed the balance between content and engagement, using funny skits and relatable content to interact with audiences.
They know how to target audiences, react to trends in real time and amplify campaigns in ways traditional advertising simply can’t match. Social isn’t just for awareness – it’s a direct line to revenue.
Eyes open
Some may argue that the presence of betting companies online is negatively impactful. In a study carried out by the National Library of Medicine (NIH) a few years ago, several participants asserted that marketing for gambling in everyday spaces gave the impression that sports betting was “accepted” and “normal”.
Others specifically mentioned that constant exposure to these marketing materials was so frequent that they had become “desensitised” to it, and that the more they implicitly accepted – or did not question – the presence of betting marketing in these spaces, “the more you see it the more you think that’s okay”.
But honestly, I don’t think it’s that simple. Just because something is plastered around your local cafe or on a billboard or phone, doesn’t mean everyone just accepts it without thinking.
Loads of us see these ads and roll our eyes, chat about them with mates or even actively avoid them. People are smarter than marketers sometimes give them credit for.
Exposure doesn’t automatically make betting feel normal – sometimes it just makes you more aware of how much they’re pushing it, and that can actually make you question it even more.
Be where the fans are
Brands that sleep on social are certainly missing the boat. Younger fans aren’t watching TV ads or reading papers, they’re scrolling on feeds, watching reels and engaging with content that feels real and immediate. According to Statsista, in the UK, among social network users, about 25% are aged 18-29.
If your brand isn’t there, someone else will be. And those fans? They’ll bet with them instead. Although quite often, betting brands must go through several requirements to be on TikTok in particular, there’s still plenty of other platform options.
Meanwhile, influencers have also changed the game. Collaborations with creators aren’t just a nice-to-have – they’re crucial. One well-placed partnership can instantly boost reach, engagement and credibility, and that person’s fans are brought to your platform instantly.
Influencers are also very accustomed to what kind of content works well, and what doesn’t. For brands serious about growth, social media is where these partnerships live and breathe.
You can’t ignore the compliance side of things – regulators are still keeping a sharp eye on betting ads, so brands need to get creative without crossing the line.
Social media makes that possible, letting companies use tools like age-gating, targeted posts and clear messaging to keep things safe – good news for both the brand and the industry.
The takeaway is simple: Social media is no longer optional. Instead of a discretionary marketing tool, gambling operators need to treat it as core business. Those who embrace it with creative strategies and responsibility will dominate the conversation and win over fans.
Those who don’t will get left behind.
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