In 2021, on this same blog, we talked about the importance of producing quality audiovisual content. Five years later, the format that dominates that conversation has completely changed: it is no longer the two-minute corporate video, but short video (Reels, TikTok, Shorts), watched in seconds and designed for the phone from start to finish.
Why short video works better than any other format
Short video has something no other golf club content achieves in the same way: it spreads on its own. A good Reel does not depend on the follower already knowing the club, as a feed post or a newsletter does; the Instagram and TikTok algorithms also show it to people who have never heard of the club, as long as the content hooks them in the first few seconds. To reach a younger audience that is not actively looking for golf clubs, it is the most efficient route available today.
What content works for a golf club
You do not need a studio or a big budget: what works best is whatever shows the club’s real experience from the inside. Behind the scenes at a tournament, a hole filmed on a phone at sunrise, a mini challenge between members, a beginner’s reaction in their first lesson, or simply the club’s facilities on a perfect sunny day. Content that looks like an advert gets skipped; content that feels as if someone from the club is telling it gets watched to the end.
New generations, same brand tone
Embracing short video does not mean changing identity. The New Generation Management concept that defines NGM fits exactly here: it is about speaking the language of new generations of members without giving up the club’s premium positioning. A well-shot video, with good light and a clear message, can last fifteen seconds and still convey the same quality as a professional photograph of the course.
Short video formats that work in golf
- Quick tips from the club professional: one technical move in 30 seconds.
- The course at sunrise or after maintenance, filmed with a drone.
- Challenges and games between members or academy players.
- Highlights of tournaments and social events.
- The team’s day-to-day: greenkeepers, catering, reception.
How to measure the impact of short video
Short video should not be measured by views alone. Also track follower growth within your target audience, messages and enquiries received, website visits from social media and, above all, the bookings and new members that come through this channel. Reviewing these figures every month shows which short video formats to repeat and which to drop.
A simple publishing calendar
To get started, two or three short video pieces a week are enough: one tip or game, one about the course or the club and one linked to current news (a tournament, an event, something new). Filming several pieces on the same morning and scheduling them afterwards saves the team a lot of time.
Frequently asked questions about short video
Do you need a professional crew to film short video? Not to start with: a modern phone, good light and a simple microphone are enough. For brand pieces or drone footage, it is worth working with professionals.
Which social network should you choose? Instagram and TikTok are the best suited to short video, although YouTube Shorts also works well for tips content.
Mistakes worth avoiding
The most common mistake is publishing videos made for television on social media: long intros, logos at the start and messages that take too long to arrive. In the short format, the first three seconds decide whether someone keeps watching, so the main idea has to appear immediately.
Forgetting subtitles is also common. A large share of users watch videos without sound, and clear on-screen text multiplies understanding and retention. Likewise, each piece should end with a simple call to action: book a green fee, sign up for a clinic or visit the club’s website.
Finally, do not measure views alone. What matters is how many people reach the website, book or ask for information after watching the content, and that figure is what justifies continuing to invest in audiovisual production.
How to start without overloading the team
The most realistic way to sustain this content over time is not to hire an external production for every piece, but to train one or two people from the club’s own team to film and edit quickly on their phones, with clear guidelines on what can and cannot be published and a sustainable frequency (two or three videos a week), rather than a one-off, highly polished production with no continuity.
The sector itself is taking note: the Royal Spanish Golf Federation has strengthened its presence on social media and digital channels in recent years, and short video is precisely the format that is working best to reach people who are not actively looking for golf clubs.
At NGM Golf & Sports Consulting we design this strategy within our marketing and sales service, including training the in-house team to film consistently with quality.
Results usually show within a few months, both in reach and in the first enquiries from people who did not know the club until they saw that content on their phone. If you want your club to start appearing on the phones of members who do not know it yet, let’s talk.