Growing up around sports and developing a passion for the rodeo world, I’ve always been curious about how this tradition-filled sport connects with fans beyond the arena. Rodeo has such deep roots, but we’re living in a time where social media plays a huge role in how audiences engage with the things they care about.
That curiosity led me to take a closer look at how the Professional Rodeo Cowboys Association (PRCA) uses platforms like Instagram, TikTok, and Facebook to promote the sport and reach different audiences. I wanted to understand how the PRCA balances honoring rodeo’s history while keeping their content fresh and engaging in today’s fast-paced digital space. Let’s dive in!
Instagram: Highlighting the Action and the Athletes
Instagram is all about visual storytelling using photos, and the PRCA does a great job of using this platform to bring the excitement of rodeo to life. They focus on action shots, creative reels, and stories that showcase top rides, highlight athletes, and capture the high-energy moments that make rodeo so engaging.
They have different features including “Top 5 Rides of the Weekend” or “Athlete of the Month” help fans feel connected to the competitors—not just the sport itself. Instagram Stories also offer behind-the-scenes content, countdowns to events, and athlete takeovers, which make the experience feel personal and interactive.
https://www.instagram.com/prca_prorodeo/
TikTok: Playful, Trendy, and Authentic
On TikTok, the PRCA takes a much more fun and relaxed approach. This is where I noticed them tapping into trending sounds, funny clips, and rider POV videos. The content feels less polished—which actually works really well on this platform. They are really good with choosing popular trends in order to get more views and create fan engagement.
TikTok gives the PRCA space to let the athletes’ personalities shine and makes rodeo feel approachable, especially for younger audiences like Gen Z. It’s not just about promoting events, but also about creating content that feels relatable and authentic.
Facebook: Tradition and Community Connection
Facebook seems to be where the PRCA focuses on community-building and event promotion. They share rodeo news, livestreams, long-form updates, and local event coverage. I noticed a lot of engagement in the comments and through shared posts—fans actively interacting and staying connected.
This platform feels more geared toward long-time, loyal fans and older audiences who appreciate staying informed and involved with the sport.
https://www.facebook.com/PRCAProRodeo/
Why This Matters to Me
Through this research, I realized how important it is to truly understand your audience and tailor your message for each platform. The PRCA isn’t just copying and pasting the same content everywhere—they’re thinking about what their audience wants to see and how they want to engage using different platforms and trends.
It’s a great example of how thoughtful, targeted content can help grow a sport’s reach while still honoring its roots. As someone working toward a career in sports PR, this is the kind of strategy I hope to apply in my own work, which includes finding the balance between tradition and innovation.
Bailey Heryford 