There’s a minor uptick when a last-minute winner sends the fans off, but outside of those big moments it's often predictable, rigid and verging on corporate. 

It results in low engagement, declining reach and a whole heap of wasted potential. Algorithms don’t push content that doesn’t gather interaction and users don’t hang around on their hunt for endorphins when theres more entertaining content out there.

We think it’s time for a bit of a rethink. To stop using social media as the broadcast tool and use it more as a relationship and loyalty builder. The best teams and brands aren’t just posting, they’re driving more conversation, impacting culture and turning digital engagement into impact and revenue. 

Loyal customers = spending customers. 

So what works best?

The most engaging brands on social media - not just in sports - are the brands that don’t just talk at their audience, they get into conversations. The best brands understand it isn’t a one-way street - it’s a space to build relationship and create moments that followers want to share.

Real-time behind-the-scenes footage. Giving fans a window into the club beyond the polished, PR/Comms-team approved updates. Not the usual day in the life with a player who's been collared by the social media management, but the genuine, unscripted moments that bring personality to the club.

Personality & humour – It’s a no-brainer. The best content feels like a fan, not a corporate account. Granted, humour won’t work for every brand, but teams need to remember: people scroll social media to be entertained. They’re not logging in to read club statements and sponsor activations.

Tapping into culture & fan moments – Brands like Innocent Drinks [LINK] and more recently Greggs [LINK] have mastered this. Their success isn’t just about jokes—it’s about understanding their audience and creating content that feels relatable, shareable, and in tune with their world. Football is full of these moments. Teams only need to look at their own fans’ content to see what’s resonating.

Above all. Social is about interaction.

The best teams don’t just post for their audience—they post with them. Responding to comments builds loyalty. Reposting user-generated content amplifies fan voices.Creating two-way engagement makes social feel more like a community, not a megaphone.

With millions of global followers, teams have a golden opportunity to define their brand voice and own it. But too many still play it safe. The ones who get it right? They don’t just win engagement—they build a brand that fans genuinely connect with.

Missing the target…

It’s not hard to spot. Scroll through the social feeds of most Premier League teams, and you’ll see the same predictable cycle:

Line-up graphics, Sponsor-led posts, Post-match reports, Training ground snaps, Fixture results

Rinse. Repeat. Scroll past.

It’s formulaic, repetitive, and forgettable. Fans already know the routine before it even lands on their feed. There’s no surprise, no creativity, and no reason to engage.

The reality? No one logs into social media just to consume club PR. Fans want personality, moments they can react to, and content that feels made for them—not just for the brand’s marketing team.

Right now, too many clubs tick boxes rather than think, “What will actually make our audience stop scrolling?”

The teams that break the cycle? They’re the ones who break the mould.

The Opportunity…

There’s a huge, proven upside to social engagement—yet so many sports teams still overlook it. 

The numbers speak for themselves:

Customers who engage with a brand on social media spend 35-40% more on its products and services. Source

62% of millennials are more likely to stay loyal to brands that actively engage them on social media. Source

For sports teams, engagement isn’t just about likes and replies—it’s an untapped revenue driver. The more fans feel connected, the more invested they become—not just emotionally, but financially.

And the best part? Community-driven engagement is one of the cheapest and most effective organic strategies out there. For teams willing to put the effort in, the rewards go far beyond social metrics.