Social media allows storylines to continue even when wrestlers aren't on television. Feuds can have a slow burn online, alliances can be forged, and betrayals can unfold through posts and videos. In addition, teasers and cryptic messages can be used to build anticipation for upcoming angles and matches, as well as provide additional context and backstory for storylines, enriching the viewing experience.
Wrestlers can use social media to showcase their personalities and connect with fans on a more personal level. If their character is either an underdog, like the average person, is based on real-life experiences, or displays emotional vulnerability, this can help bring that character across. In other words, social media allows wrestlers to maintain kayfabe even when they're not in the ring. They can use social media to portray their characters' beliefs, feuds, and motivations. In addition, social media allows for a more organic and dynamic character evolution. Wrestlers can adapt their characters based on fan feedback and online interactions. And, if the wrestler chooses to, they use social media to show a different side, with a heel showing a friendly side or a face showing an aggressive side.
Polls, Q&A sessions, and social media challenges allow fans to participate in the storytelling process. Plus, online forums and communities allow fans to discuss storylines and share their theories with other fans. And most importantly for a promotion, social media can be used to generate buzz and excitement for upcoming events- I have a proven track record of writing detailed, compelling content that elevates a pro-wrestling promotion's brand, builds a stronger fanbase, and helps a product prove its value to a larger audience. Although I am currently US-based, I have global experience, having lived in Japan for a decade. There, my digital content has helped drive a notable increase in YouTube views and event attendance. My experience includes writing various content types, such as event previews, results reports, and press releases, and I have a proven ability to provide news analysis and in-depth coverage of both the American and Japanese wrestling scenes. You can reach out to me via info@harold-williams.com, and you can see samples of my work here:
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Social media can be used to create mystery (an appealing angle in itself) and blur the lines between a work and a shoot. This can add a layer of intrigue and realism to storylines. Plus, social media allows for real-time storytelling, where events unfold as they happen, creating a sense of excitement and urgency. In addition, social media can bring the fans into the action and make them feel as if they are a part of the show. And by creating digital cliffhangers on social media, promotions can drive a measurable increase in livestream viewership and ticket sales, as fans feel they must see the resolution of a feud that started in their feed.
If a wrestler is always in kayfabe online, there are both benefits and challenges. On one hand, it enhances their persona and ensures brand consistency, while on the other hand, it limits the connection between the fans and the performer behind the persona, and also could cause the wrestler to miss out on opportunities for mainstream media appearances or non-wrestling-related collaborations that they would get by being themselves. A solution would be using different social media platforms for different purposes- for their persona and another where they are out of character:
- X: The "War Zone" - Perfect for aggressive promos and worked shoots to build immediate heat.
- Facebook: The "Real Me" - Where the wrestler can be out of character, since Facebook is primarily for staying connected with friends and family.
- Instagram: The "Lifestyle" - Blending the character with a high-production look for highly organized, visual storytelling that can make them look like a star.
- TikTok: The "Behind the Scenes" - Where the performer can experiment and express themselves through humor and training montages.
- Threads: The "Direct Engagement" - Building a community through text-based discussions and interactions in real-time.
It's also worth noting that social media can amplify controversies and create negative publicity. Wrestlers and promotions must be prepared to handle online backlash. However, it doesn't have to be done alone, as AI is now fighting online harassment of wrestlers.
Maintaining a consistent online presence and storyline continuity can be challenging. Social media has become an indispensable tool for wrestling storytelling. By leveraging its power, wrestlers and promotions can create immersive and engaging narratives that resonate with fans and extend the reach of their brand.
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