In the past, wrestlers relied on traditional media and word-of-mouth to build a following, and were limited to interacting with fans at live events. Meanwhile, many promoters have been satisfied with posting flyers and assuming that fans will happen to stumble upon their upcoming event, and they become surprised when they add to the list of promotions that are shutting down. Today, they can use technology to build a media and social strategy that creates a loyal following and creates a sense of community that surpasses the traditional wrestling experience.
Whether you're a performer trying to build your brand or a promoter looking to expand your promotion's footprint, here is how to build a low-overhead, high-impact digital media strategy.
Kayfabe 2.0
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 you're a performer, blurring the lines between reality and performance would drive social engagement. And so that you don't miss out on opportunities for mainstream media appearances or non-wrestling-related collaborations that you would get by being yourself, use different social media platforms for different purposes- for your persona and another where you 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.
Also keep in mind that promoters want wrestlers to provide promotional efforts, especially with a show approaching. Plus, informing your followers on X and Facebook of ALL of your upcoming appearances would benefit you just as much as it would benefit the promotions.
Streaming
Streaming services also offer a powerful tool for wrestlers to build their brand, showcase their skills globally, connect with fans, and even generate income. Meanwhile, a promotion should utilize a streaming service for live streaming events, creating on-demand content, or building a subscription-based service. This allows a promotion to reach fans that are not able to attend live events. For example, a promotion might livestream their shows on Twitch and offer a subscription-based service that gives access to a library of past shows. And be sure to use the best practices so that you deliver a professional and engaging experience.
Owned Digital Assets
Social media is rented land and a toxic trap that thrives on quick, often negative engagement that buries informative, high-value content like a link to an article, news/information about a promotion, information about an upcoming show, a promotion's DVDs, venue logistics, etc.; This is why, although you should leverage social media, you should use a high-ranking global platform to create strategic event previews for the wrestling shows. On that platform, create high-impact brand analysis to make the promotion appear bigger than it actually is- framing the promotion through a business lens would position it as a premier destination. Having search authority that makes a promotion look like an international property online psychologically affects fans (and sponsors) by making them treat it like one. And by funneling active search traffic from fans looking for a specific style of wrestling product directly to the promotion's pages, a measurable ROI would be created.
On your promotion's platform, document its history, and milestones for the promotion and its talent. High-quality, comprehensive reference pieces build compound interest over time. Instead of constantly producing new short-lived posts, invest in foundational resources that accumulate backlinks, social shares, and steady search traffic over 12 months. Standard content marketing models often focus heavily on first-week views. However, search engine algorithms require time to index, analyze user engagement, and establish topic authority.
Pro-wrestlers should have their own website for bookings. Your website could feature an introduction of yourself and your character, information regarding what promotion(s) you have wrestled in, pictures of yourself, and video(s) of you, which could be shown when you contact a promotion. If you need help finding & reaching out to promotions, or promoting yourself, contact me at info@harold-williams.com
Also, if you are an independent wrestler, use platforms like Pro Wrestling Tees to design and sell unique apparel. This creates a direct connection with fans and can generate major revenue. For example, if you have a popular catchphrase or had an in-ring moment, you can create a T-shirt based on that and sell it online. This will allow you to possibly make a larger profit than you would working with a larger promotion.
Build Local Relationships and Network
Wrestlers should go to independent wrestling shows in their area to network with promoters, wrestlers, and other industry professionals. This will increase your chances of getting booked on wrestling shows. If you are struggling to get booked on wrestling shows, I can help you find and reach out to promotions, as well as help you use social media to promote yourself. Contact me at info@harold-williams.com
After booking a wrestler for an event, promoters should request that they inform their followers of their upcoming appearances. Cross-promote your events and merchandise with other promoters to reach a wider audience- a wrestling writer can help you build these relationships. Also, along with trying to secure sponsorships, partner with local venues and local businesses to publicize your events, expand your reach to established local audiences, and cut costs. Plus, when a promotion highlights businesses, it proves to its audience that the promotion is supported by the community. This increases the fans' respect for the promotion.
Platforms like Patreon and Kickstarter allow independent promotions to raise funds for events, tours, and projects. Fans can directly support their favorite promotions, providing financial assistance. For instance, a promotion might use Kickstarter to fund a special event or tour, or to purchase new production equipment. This model relies on building a strong community and offering exclusive rewards to supporters. For example, a promotion using Kickstarter to fund a tour might offer rewards like exclusive merchandise or meet-and-greets to backers.
To further understand the intricate strategies and detailed business principles that power this interesting industry, explore e-book/audiobook, "The Business Side of Wrestling: A Look Behind the Curtain". It's a comprehensive examination of the professional wrestling industry's business aspects, including key revenue streams, unique challenges and opportunities faced by independent wrestling organizations, talent relations, future trends, and an analysis of the global strategies of WWE and the rise of AEW.
Building a digital presence isn't only about posting consistently; it's about posting with intent. When a pro-wrestling character, their mic execution, and a promotion's media strategy all move in the same forward direction, a product is built that commands dollars.
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