Chris Anderson’s TED talk about how the growth of online video sharing has contributed to global innovation truly resonated with me because, as someone who aspires to work in social media management for a sports or entertainment brand, the importance of media sharing is something that I have devoted a lot time studying and perfecting. With the growth of social media and its transformation into the leading media sharing platform, it is significant to note that pictures and videos being shared on Twitter, Facebook, YouTube, and other social media networks have more than just entertainment value. They contribute to the evolution of culture.
In my admittedly biased opinion, nobody does this better than World Wrestling Entertainment (WWE). During the 80’s and 90’s, professional wrestling was one of the most watched programs on television and its popularity was nearly immeasurable. By delivering jaw-dropping action and relatable characters every Monday night, as well as incomparable live pay-per-views, WWE cemented itself as a wrestling giant by sticking to their brand’s promise of producing quality entertainment. Vince McMahon’s vision has more to do with putting smiles on people’s faces than it does with putting butts in seats and it this philosophy that allows his brand to continue to stay relevant in a competitive market. The last two years have not only seen WWE launch the fifth largest streaming network in the WWE Network, it has also seen WWE storylines infiltrate mainstream pop culture and media.
Randy Orton’s RKO finisher has existed for a little over a decade, yet only in the last year, in conjunction with the creation of the WWE Network and the short-format video sharing service Vine, “RKO Outta Nowhere” videos filled timelines and newsfeed across the globe. Fans and non-fans alike started an unspoken competition to come up with the funniest, most creative incarnation of the infamous finishing move being used in scenarios outside of the ring.
John Cena has been wrestling with the WWE since 2001 and has been introduced into the ring the same signature way for the last fifteen years. Last year, a recording of a prank call, where a radio DJ repeatedly imitated the exaggerated way WWE ring announcers introduce John Cena to the ring, ultimately infuriated the woman they were calling and went viral. Not only did the video take over social media, it inspired the creation of similar viral videos, where the radio DJ’s emphatic cry of “JOOOOOOHN CEEEEEEENAAAAA” interrupts crucial, usually dramatic scenes in television, film, and music videos. Thanks to the advancement of video editing, production, and publishing, a fifteen year old gimmick is receiving mainstream attention and popularity.
These are just the most recent examples of how the WWE impacts pop culture. The WWE brand has taken over social media to the point that its products find themselves atop the list of Trending Topics week after week. By taking advantage of the video streaming service trend, they encouraged fans to take advantage of the wealth of content on the WWE Network and customize the experience to their liking. The resurgence of the WWE’s popularity is entirely due to its acceptance of social media as a platform to sell their message. Not only has it allowed the company to carry its story over to the cell phone screens of its fans and opened the doors of communication, it makes the current product more relevant and relatable to the fans. It allows them to relive their favorite moments in the WWE’s history as well as partake in current storylines. As a result, its offered their fans a new creative outlet to convey their devotion to the brand, further involving them in the direction of the brand. They now feel as though they are truly a part of the universe and as a result, feel more invested in the product. The WWE continues to be part of the conversation of what is entertaining. They have always believed in delivering unique and inspired visual content and have been accomplishing this feat since 1979.
In talking about the success of the WWE, it is hard not to think about the word “risk”. Another speech that I have drawn inspiration from is JK Rowling’s Harvard Commencement Address about the benefits of failure. In her speech, Rowling talked about how in her darkest, loneliest moments is where she found strength within herself and the inspiration and motivation to lift herself out of desperation and become the infamous author she is known as today. From failure, Rowling learned how to share her gift with the world and literally embodied the old saying “it’s always darkest before the dawn”.
The WWE took a huge risk in launching the WWE Network. While they had a plethora of original content and an already devoted fanbase, it was a huge gamble to not only offer WWE programming but also their pay-per-views for $9.99 a month. To put that in perspective, it costs as much to subscribe for the WWE Network for a year as it used to cost to buy one pay-per-view. However, while the company did experience loss initially, the WWE has since bounced back and is experiencing a tremendous resurgence in pop culture relevance. The WWE Network allowed diehard fans to relive their favorite memories at their leisure and have access to exclusive programming and pay-per-views for a relatively low monthly fee. It also allowed fans who had “grown out” or simply thought the WWE didn’t exist anymore to re-experience the product and reignite their love for the brand. Social media has allowed these fans to not only connect to the brand but also with each other, creating a global dialogue about the brand, further adding to the WWE’s online popularity.
The idea of “risk taking” is not a novel concept for the WWE. The company persevered where its competitors failed by constantly trying to break the mold. Some of their ventures have been less successful than others, but it was Vince McMahon’s fearlessness in the face of failure is what kept the company afloat. There were many instances in the course of the company’s existence where they were almost edged out because some of their ideas did not work out. It was during its darkest ruts that the WWE was able to orchestrate some of its most memorable moments and beloved characters. When it comes to content creation and trying to stand out in an extremely bogged down social media marketplace, the fear of failing to grab the audience’s attention, or worse, orchestrating a campaign that is a complete bust is a constant burden. In order to succeed in that field, one must be completely unencumbered with said fear, accept failure as it comes, and learn from it in order to move forward.
