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These Matchday Activities Boost Online Engagement with Fans


#8 AM Most of the time, a matchday starts with a video or photo of the team during the last pre-match training.* Sometimes teams focus on posting specific players who are very popular to reach a higher interaction rate.

*Despite the fact that posts about training are indeed common, sometimes the day starts with an announcement of the matchday.

#11 AM→ 1 PM Between the training video (or photo) and the matchday announcement, there are news posts, player branding content, and content not related to the matchday. The highlight of the day noticed in all teams’ posting behavior is an infographic about the lineup of the game.

Between the lineup post and the game kickoff, there are also various posts about the fans in the stadium and the players’ pre-match warm-ups. However, these posts are made solely on Twitter or Instagram. On Facebook, there is usually only the standard post that you can see in the picture above (“Posting Order & Categories”).

1st Half usually begins with an image post about the “kickoff”. During the game, the majority of the teams post on Facebook only when they score a goal. There are also teams that do not release anything during the game. Contrastingly, on Twitter, almost every team posts live tweets during the game to inform the fans about the game in real-time. Furthermore, they post pictures of players and/or fans in the stadium.

Half-time Break first post is an infographic about the result of the 1st Half. The 15-minute break continues with posts about the highlights during the game, photos of gameplays, or players celebrating their score.

2nd Half is similar to the 1st Half, teams post about scores, ending with an infographic about the final result.

#11 PM The day ends late at night about 2–3 hours after the end of the game. The last two types of posts that have been recorded are post-game interviews and highlight videos or photos.

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