How POV content builds modern fan loyalty

As someone who either oversees or creates a club's social media output, you're in a very privileged position. You've got access to things that fans can only dream about, such as pitchside, behind the scenes on match days, and the training ground. And not only that, you've got access to other members of staff with their own unique perspectives on things.

Fans are already well served with match highlights, press conferences, and post-match interviews. And if you're looking for a low-lift, low risk way of bringing some fresh content to your feed then POV videos are the way forward.

They're not a new format, but I want to highlight some of the different twists and approaches that teams have taken recently to hopefully inspire you. And, crucially, I want to be able to explain why they work as content.

What is a POV video?

POV is point of view. The intention is that the video is filmed from one perspective in its entirety - we see exactly what one person sees.

However, there has been a trend on social media to use POV in an on-screen caption for a video that isn't technically from someone's point of view. Like this example below.

The idea is that it's content that places us, as the viewer, inside the moment. It's like we're there. As a result, you feel closer to the action.

Traditionally filmed video says "here is what happened", where POV content says "you are here".

How have teams used them?

There have been some good recent examples of teams using these to good effect. All of these examples have been taken from Instagram, however they can work anywhere that accepts video.

FC Red Bull Salzburg

Salzburg have had some successes already in 2026 with two examples. In one, they hand out VIP passes to fans, and in the other they AirDrop the passes instead.

In both examples the cameras then follow the lucky recipients through their experience. While we start in a traditional POV and then move to watching how the different experiences unfold, they're still good examples because of how they begin.

One of the big benefits of a POV video is seeing real, raw reactions from fans. The delight as they realise what they've been handed is infectious. And we also get POV shots of the person behind the camera taking photos as well - it's a real 'in their shoes' moment, and we feel fortunate to be observers.

Newcastle United

Two examples from Newcastle United as well. In the first, we see them handing out club branded teddy bears on Valentine's Day as a random act of kindness, and in the other we follow them as they make the long journey to Azerbaijan as a fan rather than on the team flight.

Similar to Salzburg above, we get to see the - often confused - reactions from fans first hand. But in the other we get some empathy with the fans who have made the journey, and it comes across as appreciative of the effort that's been taken.

U.S. Sassulo

In this example, Sassulo's social media manager has done a 'day in the life' video from the perspective of the club's kit manager.

This time we get some appreciation of the other people at clubs who don't get a lot of headlines. We can see what they go through, and it gives us that good insider view of the club. Again, it's a different perspective of the action.

Morecambe FC

Staff are great, but what about club mascots?

In this video - criminally posted to the foundation's feed rather than the main club's - we see what the club mascot sees on a match day. They head to parts of the ground we wouldn't normally experience and give fans surprises - again we get real, unfiltered reactions to having a mascot turn up. And we get to be in a selfie!

HSV

In this example, HSV film the action from the point of view of a pitchside photographer.

The added twist is that we see them take the photo, immediately print it, and then hand it to the player at the end. We get to see their reaction and appreciation, meaning we've seen a whole process from beginning to end.

It's similar to this from Plymouth Argyle, however they were also in the right place at the right time to give us a unique perspective of the celebrations following a goal. It doesn't always work out this way, but it never will if you don't get set up in the first place.

What's the science behind them?

There are a number of marketing and psychology theories that explain why POV videos are so effective. We've seen a lot of these evidenced through F1's Drive To Survive series - by placing fans inside environments and situations they don't normally get to experience we increase immersion and attachment.

Transportation theory

Firstly, we've got transportation theory. First person videos transport us into a narrative, making them more persuasive. And we're also more inclined to accept what we see because it feels like we're seeing it with our own eyes. We can imagine being in that situation and it increases emotional intensity - this drives recall and loyalty.

Parasocial intimacy

Parasocial intimacy is the idea of people forming relationships based on media exposure. It's one-sided, but we feel closer and more attachment to a business (or team) based on what we see. POV videos feel more personal, and the camera can mimic eye contact if positioned properly which adds to the experience.

The endowment effect

The endowment effect shows that fans value something more once they feel ownership over it. By being 'part' of things that are going on - whether it's the journey to Baku or cleaning the players' kits - we form closer relationships. And the closer you feel the more likely you are to buy tickets or merchandise.

Visibility signals professionalism

Finally, by showing how well-run your club is behind the scenes - especially POV videos from training or the match day experience - you demonstrate to the world how competent and professional you are. This can help when trying to attract premium hospitality or international fans. It looks like you've got nothing to hide, which is also attractive to commercial partners.

How can you use POV videos?

As well as the examples listed above, here are some other scenarios you could film:

• The arrival of players.
• The tunnel walk.
• Mascots accompanying players onto the field (this video got very close).
• Training drills.
• The social media or marketing routine on match days.
• Showing a day in the life of grounds staff, or other operational team members.

The main thing to remember is these don't have to be glossy, over-edited productions. Keep the natural sound so we can hear reactions, trim the video for length, but otherwise what you show should be as authentic as possible. Too must post-production makes it feel like advertising.