How The Masters aced their social media strategy in 2025

For a tournament steeped in history and ceremony, The Masters has quietly become one of the most impressive players in the modern social media game.

At a glance, it might not look like your typical digital-first event. There are no hashtags. No meme-driven content. No frantic attempt to go viral. And yet, The Masters' social presence is commanding attention and setting a new standard in how tradition can meet innovation online.

So, how exactly has a golf tournament known for its strict etiquette and pristine fairways become a benchmark in social strategy?

Let’s break it down.

As Taylor Genter puts it, “The Masters is a masterclass in balance — pairing heritage with innovation.” And he’s right. Rather than chasing digital trends, The Masters is using social media to deepen its audience connection, not dilute its identity.

From beautifully shot reels of Augusta National at golden hour to intimate behind-the-scenes footage with caddies and course staff, their content feels authentic, slow-paced, and entirely on-brand. It's designed not just to inform or entertain, but to immerse, allowing followers to experience The Masters in a way that mirrors its real-life atmosphere: calm, considered, and quietly confident.

In just under a fortnight, The Masters pushed out over 150 pieces of content, a volume that might sound overwhelming. But every single post has a purpose.

This isn’t content for content’s sake, it’s a meticulously crafted narrative that moves in step with the tournament. From daily highlights and behind-the-scenes moments to unsung heroes and elegant callbacks to tradition, every post is designed to add depth, not just noise.

It’s what we at Serotonin call quality-led quantity. The kind of social media marketing that builds trust, enhances experience, and strengthens brand equity, not just reach.

Yes, The Masters is on TikTok, but not in the way you might expect. There are no trending sounds or viral gimmicks. Instead, they’ve carved out a space that feels true to the brand, proving that even the most tradition-bound institutions can resonate with Gen Z, when the strategy is spot-on.

The content lands naturally on the platform, light touches of humour, sharp short-form storytelling, and rare glimpses behind the curtain all contribute to a richer, more human portrayal of the tournament. It’s a masterclass in adapting to modern platforms without diluting identity.

As Lauren Teague, former digital lead at the PGA Tour, puts it: “The Masters is proof that digital transformation in sport doesn't have to mean sacrificing identity. It’s about evolving the storytelling.”

We certainly couldn’t have said it better.

What’s especially impressive is how The Masters has achieved this without loosening its famously firm grip on brand. There’s no open call for UGC. No diluted comms. And no need for gimmicks.

Every asset, from the captions to the colour grading, is meticulously crafted and entirely consistent. This level of brand discipline may seem old-school, but it works. It builds trust. And in a saturated content landscape, it makes The Masters stand out by doing less, better.

Behind the scenes, their digital team operates like a newsroom — agile, responsive, and tightly aligned. According to Town & Country, it’s a blend of sports journalism rigour and real-time production. And it’s exactly the kind of operational structure more brands should be aspiring to.

So what can other brands learn from The Masters?

- Your brand doesn’t need to be loud, to be seen

-Every post should serve a purpose

- Create for your audience, not just the algorithm 

-Control the narrative with your platforms, consistency isn’t restrictive, it’s powerful

The Masters has shown us what modern social media marketing can look like when it’s executed with precision, purpose and trust in the brand.

And that’s exactly how we work at Serotonin.

Whether you’re building a presence from scratch or want to sharpen your existing social strategy, we can help you show up with clarity and consistency across every platform.

Let’s chat, get in touch with us today.