Believe it or not, The Masters has made its way onto TikTok, despite the strict no-phone policy at Augusta National. Regularly sharing short clips and photo slideshows, the historic golf tournament engages its 500,000 TikTok followers with glimpses of Augusta’s beauty.
Despite having only 300 members, with about 40,000 patrons attending daily, The Masters’ TikTok presence reflects its commitment to embracing new technology while staying true to its nostalgic essence.
This strategy mirrors its past approach to technology, quietly integrating tools like TV cables for CBS’ advanced production, launching an official website in 1996, and more recently, partnering with IBM to incorporate artificial intelligence into its app.
Even hosting a video game tournament demonstrates its tech-savvy nature, always present for those who seek it.
With 1.5 million Instagram followers and 250,000 YouTube subscribers, The Masters’ social media footprint extends beyond TikTok.
Recent data from Rival IQ shows TikTok engagements surpassing those on Facebook, X, and YouTube combined, indicating the tournament’s adaptability to modern entertainment platforms.
In a nod to golf’s evolving cool factor, The Masters recognizes the importance of reaching new audiences through social media.
While it may lack the TikTok audience of baseball’s stunt-heavy Savannah Bananas, which boasts 8.4 million followers, The Masters remains committed to evolving with the times.
“In order to appease the fans and the partners, and even the players, [the Masters] has to be forward,” Lauren Teague, Fanwagn founder and former social media manager for the PGA Tour, said.
“But I love what they’re doing, in that they’re giving us all of the things that make Masters week so desirable. They’re not holding back.”
Expanding its traditional charm, The Masters now offers delivery of its famed pimento cheese and egg salad, alongside viral items like custom eclipse viewing glasses, marking its 88th event week with flair.
Despite the quiet evolution behind the scenes, The Masters’ digital success underscores two key lessons for sports organizations.
Firstly, it demonstrates that maintaining identity is possible on digital platforms. Without succumbing to trends or controversies, The Masters amazes TikTok audiences with tasteful, well-produced content, such as shots of the champions’ dinner set to jazz tunes.
Moreover, it manages to engage new audiences without alienating its existing fan base. While the tournament embraces digital outreach, traditionalists remain unaffected, reassured by the absence of Tiger Woods selfies on the 16th tee box.
Event leaders understand that fans generate shareable content organically, sparing the tournament from needing to chase viral moments.
To facilitate this, The Masters releases numerous clips, compensating for the restriction on media recording during the event.
By controlling the content output, the tournament ensures selected videos reach a wider online audience while enabling attendees to relive cherished moments.
“Running the Masters account is akin to running an account for the President of the United States,” Teague said.
“You don’t have to try to break the internet because it’s already breaking your way.”
Also, The Masters has strategically developed a year-round editorial calendar, establishing itself as a continuous presence beyond its famed four days in April.
While social media activity may taper during the offseason, a recent job posting underscores the club’s commitment to maintaining regular fan engagement.
In today’s landscape, where TV viewership diminishes, staying out of sight risks fading from memory.
Despite its exclusivity, The Masters actively engages with followers on social media, demonstrating a genuine interest in fostering fan relationships.
Interactions with commenters reflect this dedication, as the club seeks to cultivate a sense of community among its audience.
Moreover, initiatives like the Masters 101 TikTok playlist cater to newcomers, providing insights into the tournament’s unique customs and traditions.
“What they do is really a masterclass at taking advantage of the light that they have two weeks a year,” Teague said.
“No one else really gets this concentrated view and frankly, nobody else executes it as well as the Masters.”
As Augusta’s spring bloom fades and the birds’ chirps quiet, the relentless pursuit of audience attention in the algorithm-driven age persists unabated. Yet, The Masters distinguishes itself without resorting to overt tactics.
Such strategies would contradict its very essence, as rules dictate.
