The main aim of the podcast was to explore how social media has changed the way sport and fitness are shared and consumed, while also analysing current examples in the media we see and consume today. Throughout the process, I made decisions about tone, structure, examples, and social media promotion in order to effectively communicate the topic to a younger Australian audience.
The first decision I made was to use a conversational podcast style rather than a formal presentation. Podcasts are designed to feel personal and engaging, so I used casual Australian language such as “G’day everyone” and “let’s get into it” to make the episode sound more natural and relatable. While still keeping it informational and educational, as I wanted the audience to feel like they were listening to a real sports discussion rather than a scripted speech. This was important because the target audience was likely teenagers and young adults who regularly consume podcasts and sports content online.
I also decided to focus on an Australian example by including AFL player Jeremy Cameron and his YouTube presence. By discussing Jeremy Cameron this made the podcast more relevant to Australian listeners, particularly as viewers of this podcast would also be using the same platform Cameron uses to engage with his. His personality and lifestyle videos supported the argument that athletes are now valued for entertainment and engagement as well as sporting performance. This example also strengthened the discussion about whether teams and leagues moreso value players for the audiences they attract online.
I included news articles, research and used spoken citations throughout the podcast because it helped establish credibility while still keeping the podcast conversational. Instead of directly reading long quotations, I paraphrased research findings in simpler language so listeners could easily understand the information. For example, I referenced studies about athlete branding and social media engagement to support the idea that athletes are now treated like personal brands online.
The social media posts created to promote the podcast were also carefully designed for audience engagement. I created three different types of promotional YouTube posts: a poll, a short/reel and an advertorial image post. Each used a slightly different strategy to attract viewers.
The poll post was designed to encourage interaction by asking audiences whether social media has become more important than talent in sport. Polls are effective because they invite audiences to participate rather than simply consume content. This increases engagement and makes users more likely to notice the podcast.
The short/reel used fast-paced captions and visual ideas because short-form video content is extremely popular on platforms like YouTube Shorts, TikTok and Instagram Reels. I included dramatic statements such as “Sport has become constant content” to immediately grab attention and engage the viewer.
Finally, the promotional image posted on my YouTube community page focused on clearly outlining the episode topic and key discussion points. This was useful for audiences who wanted more information before deciding to listen.
Ultimately, I believe the podcast and promotional posts were effective because they combined research, relatable examples, and modern social media strategies. These projects demonstrate how social media has transformed sport into a business/entertainment industry, whilst also showcasing the importance of audience engagement in today’s media.
- http://youtube.com/post/Ugkxh_dmMCpz3YiRY6-Icm42CftuaBzh2HWZ?si=EiVzWo_lkDuFOEXN ↩︎
- http://youtube.com/post/UgkxbNrHGnFiVK9cLmCC7GY01sR4wVz9Smqi?si=chlZzpPm9ZmmUmXF ↩︎
References & Media Credits
All thumbnail photos captured by Me (Casey).
All thumbnail graphics designed in Canva.
Video & Audio edited by Me (Casey) in Capcut.
Park, J., & Park, J. (2026). Personal branding via social media in the NIL era: A content analysis of top female college athletes’ Instagram posts. Sports Innovation Journal, 7, 1–16 journals.indianapolis.iu.edu/index.php/…view/29054.
Bredikhina, N., & Kennedy, H. (2026). Bio at first sight: Investigating the role of biography as an element of an athlete’s social media brand. Sport Marketing Quarterly, 35(2), 179–194. journals.sagepub.com/doi/10.1177/10616934261423733
Reddit. (2025). r/AFL discussion on Jeremy Cameron’s YouTube content and popularity. Reddit. Retrieved May 21, 2026, from www.reddit.com/r/AFL/
Athlon Sports. (2025). WNBA viewership surges in 2025 despite Caitlin Clark missing games. Athlon Sports. Retrieved May 21, 2026, from athlonsports.com/wnba/wnba-viewer…rk-missing-games
Intro/Outro Music: Joyful Rhythm Walk Funk by LightBeatsMusic pixabay.com/music/funk-joyful-r…m-walk-funk-513936/
Cover photo taken by Me (Casey).
Sutherland, E. Karen. (2024). Writing for social media. Strategic Social Media Management (2nd Ed) (pp. 422–426). Springer Nature Singapore.
Sutherland, E. Karen. (2024). Creating Compelling Images, Graphics, Memes, Filters and Infographics. Strategic Social Media Management (2nd Ed) (pp. 451–492). Springer Nature Singapore.