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Creating Content for Emerging Segments: The Case of Beach Tennis

Writer's picture: Studio MatizStudio Matiz

Developing content for market segments with few references is an exciting and rewarding challenge. In the case of beach tennis, a sport that began professionalizing in 1996 and has been gaining more and more enthusiasts, creating posts and graphic materials requires innovation, in-depth research, and a thorough understanding of the target audience. Since our studio began operating in this market in 2022, we have been pioneers in various applications, standing out in several arenas and companies such as Vita Beach Sports, Play BT, Arena Batel, and Canoa Beach Sports.


Understanding the Target Audience

To create content that truly resonates with beach tennis players and fans, it is essential to deeply understand the target audience. This goes beyond simple demographic data; it is necessary to understand the interests, behaviors, and motivations that drive these individuals.


Field Research

Our process starts at beach tennis championships and events. It is in this environment that we can directly observe the interactions, emotions, and culture surrounding the sport. We talk to athletes, fans, and organizers to gain valuable insights. These informal conversations often reveal trends and needs that have not yet been addressed by the market.

To deepen our research, we traveled to various locations such as Bahia and Maceió, where we actively participated in local beach tennis events. Additionally, we funded 100% of our participation in two Federation Cups with the sole purpose of better understanding the audience and their dynamics and specializing in sports design. This investment in field research allowed us to capture a diversity of perspectives and enrich our understanding of the beach tennis community.


Mapping Characteristics

With the information collected in the field, we map the main characteristics of the audience. This mapping includes:

  • Consumption Preferences: What types of content and formats (videos, texts, info-graphics) are most appreciated.

  • Lifestyle: Interests beyond beach tennis, such as fashion, health, and well-being.

  • Communication Channels: Most used platforms (Instagram, YouTube, specialized blogs).


Creating Relevant Content

With a solid base of information, we move on to creating content that informs, engages, moves, and inspires. After all, sport is also about feeling and emotion.























Informative Posts:

Posts that educate the audience about the rules of beach tennis, training tips, and athlete profiles are essential. This information helps build a deeper understanding of the sport and promotes the growth of the community.


Visual Content: 

Visual design is one of our specialties. We developed a distinct visual style that stands out for its modernity and connection with the beach tennis aesthetic. We use vibrant colors, dynamic images, and layouts that reflect the energy and fun of the sport.























Videos and Reports: 

Producing videos with game highlights, athlete interviews, and fan reports creates an emotional bond with the audience. Videos are particularly effective in conveying the passion and adrenaline associated with beach tennis.


Innovation and Pioneering

Our pioneering approach is the result of much research and experimentation. We observed what other companies were doing and sought ways to go beyond, developing unique visual standards and designs. This commitment to innovation allowed us to stand out in an emerging market and create a strong and recognizable identity.


Conclusion

Creating content for a segment with few references is an opportunity to be innovative and set new standards. In the case of beach tennis, our studio managed to stand out by deeply understanding the audience, investing in detailed research, and betting on the originality of designs. We continue to explore new ways to engage and inspire the beach tennis community, always seeking to stay ahead of market trends and needs.

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