Strategic 24-hour windowing drove 500% video growth and 100K new users across Texas Tech’s website and mobile app
By: SIDEARM Sports
Most athletic programs face the same challenge: how do you maximize reach on social platforms while also driving meaningful engagement on the platforms you own? Social delivers scale. Owned platforms deliver control, first-party data, and direct fan relationships. But fans are trained to consume content wherever it’s easiest, which usually means waiting for it to show up in their feeds.
Texas Tech had an established series that fans loved. “The Brand” has been running with Learfield Studios since 2022. Fans wanted the content. Could Texas Tech drive fans to their platforms first, then extend reach through social? Or would fans simply wait for social distribution?
Texas Tech, SIDEARM Sports, and Learfield Studios tested a different approach in August 2025 – Give each episode a 24-hour exclusive window on owned platforms. Promote it everywhere. Make it an event. Then release it to social for maximum reach.