With Facebook changing their content algorithms in the past 12 months its had an impact on follower growth for football teams across the world. How might that affect the commercial value of premier league team's social channels? Manchester City have got ahead of the curve, running targeted fan growth campaigns on the platform.
Recently we’ve been working with a number of different football clubs, sports marketing agencies and football publishers to recruit social and digital content professionals. From all of our conversations one thing is clear - follower numbers mean far less than ‘valuable engagement’ - That what really matters to teams and their commercial partners.
It’s clear that follower growth for the top ten as a whole is slowing. Followers grew eight per cent across these teams between 2016 and 2017. This slowed to six per cent in the next year and was only three per cent in the next. Manchester City’s performance bucked the overall trend and can be ascribed to the twin factors of winning the league and running fan growth campaigns on Facebook.