Feature: Ella Jerman, consultant

I'm Ella, a Consultant here at Ten Toes. Over the last few months I've been working with our consultancy clients to develop their social strategies and bring them to life. As part of this, I've been lucky enough to be on the ground at the World Cup in Qatar and the Club World Cup in Morocco. The focus now is on planning for a big summer of women's football in Australia & New Zealand.

There are so many trends and changes with social content at the moment and in particular, the evolution of vertical video is really interesting. The influence of TikTok and Instagram Reels is seeing many accounts publish mobile-shot videos almost as often as studio created content.

Looking at the Lionesses recent Arnold Clark Cup win is a great example. In 2022, they posted just one mobile-shot video from the stands after the final whistle on Instagram. This year, they formed a key part of their output as they shared six mobile-shot, pitchside videos, all showing the raw emotion of the players immediately after the trophy lift.

Right across the sporting landscape, we are seeing more and more video content captured in a less-polished way. While mobile-shot footage isn't the only way forward for video, with many fans still engaging in long-form studio-led content on platforms like YouTube, the option to give fans more raw, unfiltered content highlights the benefits of having a tailored content approach for each individual platform.