The top 3 performers
by Sheree Lim, Senior Research & Insight Executive, We Are Social
Manchester United - Top Content
- Top-performing content was emotional, highlighting the positive results from the club and focusing on key players and news stories. Copy was extremely important, with functional copy resulting in lower engagements.
- Over the course of a year, Manchester United posted over 4,000 times, with this being skewed by in-game analysis. This analysis was not always reaching the potential audience due to Facebook’s algorithm, could be improved by employing audience targeting on the key pieces of content.
Fans were highly engaged with Huddersfield Town on Facebook due to their most successful season in years resulting in their promotion to the Premier League. Engagements were triggered by excitement and celebration, with fans wanting to share their joy with the club on Facebook.
Advertising promotions, competitions and betting odds were not well-received, with a lack of sincerity and relevance to football resulting in lower engagements.
- West Ham proved popular amongst their fans on Facebook as a result of their custom video segments and visual representation of stats, which was original and showed that they were doing more on social than most other teams.
- The excitement surrounding the signing of Javier Hernandez was heavily engaged with.
- Betting odds and matchday tips were less engaging, with fans viewing this as an obvious sponsored promotion, rather than being relevant to their team.
- Customised content shows the extra efforts that West Ham have deployed to enhance their fans’ social experience, providing humour whilst highlighting amazing match moments.