In our last Leisure Insight of 2024, Tim Wilks, CEO of competitive socialising company Lane7 takes some time out to discuss the growing importance of leisure concepts across digital platforms and how they can help themselves stand out from the crowd.
In today’s digital landscape, people are exposed to thousands of messages across multiple platforms every day. In this crowded environment, leisure brands that adopt a digital-first strategy—while also focusing on the human experience—have a unique opportunity to stand out, fostering deeper connections with their customers. By combining authentic experiences with a strong social media presence, these brands can rise above the noise, cultivating lasting relationships and brand loyalty.
Lane7 is UK-based leisure operator known for premium boutique bowling alleys and gaming venues. At its core it’s a social experience bringing people together in its vibrant and distinct spaces.
The Role of Influencer Partnerships
An effective digital-first approach for leisure brands is the strategic use of influencer partnerships. Influencers help humanise brands, allowing them to reach new audiences through the personalities customers already know, like and trust. By working with influencers, leisure operators tap into that sense of personal connection in a way that feels more compelling than traditional advertising. There are additional benefits, too: using influencers can reduce the workload associated with creating in-house content and can often achieve a higher return on investment due to influencers’ built-in follower trust and reach.
However, there is a balancing act involved. Although influencers can amplify brand reach and reduce content workload, sometimes the quality or style of content may not align with the brand’s identity. Leisure brands must be selective, collaborating with influencers who share a compatible tone and audience, to ensure the content remains consistent with their brand. Carefully choosing influencers who “get” the brand ensures a cohesive message across channels and strengthens audience perception.
Prioritising Connection and Authenticity
Successful brands recognise that audiences don’t want to follow faceless companies; they want to connect with people, personalities and communities that resonate with them. Social media users, in particular, seek connection, insight, and entertainment—not overt sales pitches. For brands, the goal is to create content that feels organic, interactive and genuine, breaking away from the highly polished, promotional content that dominates social media.
Another tactic to keep audiences engaged is live streaming. A local business in Liverpool has taken advantage of it in its karaoke rooms, by simply attaching a phone to the wall to capture the activity. Audiences are invited to witness real-time moments of what can be hilariously imperfect singing. This brings followers into the experience, creating the kind of casual, spontaneous content that appeals to viewers who enjoy watching relatable, everyday activities. In the past, live broadcasts were limited to TV, but now, anyone with a smartphone can play the role of both viewer and creator. By using live streaming, brands can turn the everyday into entertainment, making everyone feel part of the action and encouraging others to come experience it for themselves.
Building “Instagrammable” Moments
Today’s customers seek more than just traditional entertainment; they crave visually captivating and memorable experiences that allow them to stand out and connect with their social networks. While the appeal of ordinary every day moments is undeniable (just think of the countless “get ready with me” videos), there’s a distinct advantage in creating physical spaces designed with out-of-the-ordinary “Instagrammable” experiences in mind.
Crafting interiors and activities that encourage guests to capture and share their time at a venue can be a powerful way to organically grow a brand’s reach – every shareable moment becomes a chance to turn visitors into enthusiastic brand advocates, expanding awareness with minimal effort. From unique decor to interactive elements, these carefully curated moments provide guests with a sense of novelty and excitement, fulfilling a desire for social validation.
Keeping up with The Kids
For any brand aiming to succeed in the fast-paced world of social media, adaptability is essential. Platforms are constantly evolving and user behaviours on these platforms are always shifting, requiring brands to keep up with rapid changes. TikTok and Instagram, for instance, are replacing Google as a primary search engine, with consumers actively exploring new products, services and experiences directly through these visually-driven apps. To stay relevant and engaging, brands must remain agile, continuously refining their strategies and experimenting with fresh formats that capture attention and resonate with their audience.
As the leisure industry continues to navigate the evolving digital landscape, the brands that will thrive are those that recognise the fundamental shift in how consumers discover and engage with new experiences. By prioritising genuine connection, spontaneity and a balance between trendy and authentic content, they’ll be well-positioned to cultivate lasting customer loyalty. As this approach continues, those that embrace authenticity, interactivity and human connection will be well-equipped to build the long-lasting loyalty that defines success in the digital age—both for their businesses and the wider developments they anchor.
