CLUB SOCIAL TRANSFER HEROES: JUNE 1 - SEPTEMBER 1, 2022 THE MAKING AND MEANING OF THE MOST ENGAGING PLAYER TRANSFER - Mediacells
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CLUB SOCIAL
TRANSFER HEROES:
JUNE 1 - SEPTEMBER 1, 2022
THE MAKING AND MEANING OF THE MOST ENGAGING PLAYER TRANSFER
POSTS FROM EVERY TOP LEVEL CLUB IN EUROPE.
TRANSFER HEROES The Club Social Transfer Heroes report ranks the most engaging Instagram posts from each of the 98 top flight European clubs, comprising 2.4bn engagements & 30k+ posts. FEATURES IN THIS EDITION: • Rankings for the top 98 posts with links • Trends in best practice across the 5 leagues • Insights for each league’s Instagram activity
Club Social / June - August 2022 / Autumn Edition
Club Social Contents
1 2
Trends UK: EPL
The most engaging Manchester City
player-transfer posts claim the #1 spot with
do not always signify Erling Haaland
popularity. attracting nearly 3
Authenticity and million engagements.
relevance are key.
3 4
Spain: La Liga France: Ligue 1
Mallorca post a Ligue 1 has the largest
Pirates of the offering of slick,
Caribbean mash up highly-polished,
TV-studio-grade
with footage of
media assets.
newly-onboarded
striker Vedat Muriqi.
Club Social / June - August 2022 / Autumn Edition
Club Social Contents
5 6
Italy: Serie A Germany: GBL
Sassuolo attracts Bundesliga team
significant TSG 1899
engagement for a Hoffenheim
post announcing announced the
the arrival of arrival of Eduardo
Eleonora Goldoni Quaresma and
- a striker in the benefited from a
Italy women’s welcome post by
national team. Cristiano Ronaldo.
Club Social / June - August 2022 / Autumn Edition
1 Trends
The end of the summer transfer
window marks the proper beginning
of the new 2022-23 football season
across Europe.
As fans return to football grounds and
the new broadcast cycle commences,
Deloitte estimates a bumper €4.5
billion has been spent across the big
five European leagues, with 49% of
those transactions occurring in the
English Premier League. The total
spend is the equivalent of the EU’s
assistance to Ukraine since the war
began up until May.
Mediacells Club Social applied an
engagement benchmark to the official
club announcements on Instagram to
reveal two key insights.
5
5
Club Social / June - August 2022 / Autumn Edition
1 Trends
Firstly, the most engaging player-
transfer posts do not always equate
with popularity.
In the Premier League Pierre-Emerick
Aubameyang was the biggest
deadline-day news item but his arrival
at Chelsea was somewhat eclipsed by
the arrival of Raheem Sterling.
Analysis of the content in the Chelsea
posts for each transfer indicates that
the unique, authentic video style
evident in Sterling’s post resonates
louder with fans than the more formal,
stylised Auba pictorial communication.
6
6
Club Social / June - August 2022 / Autumn Edition
1 Trends
Secondly, it is in the creative space
below the European mega club
activity where the real emerging
trends in creative social media best
practice can be found.
Beyond Real Madrid and FC Barcelona
in Spain’s La Liga there are entertaining
posts from Real Mallorca who mash up
excerpts from the Pirates of the
Caribbean movie with speedboat
footage of newly-onboarded striker
Vedat Muriqi with the title, ‘l mejor
pirata del Mediterráneo’.
A look at engagmements per post, per
100k followers elevates Mallorca to
second place in La Liga Club Social.
7
7
Club Social / June - August 2022 / Autumn Edition
2 #Authenti-City
EPL Insights
There is no content formula for a
winning post but a look at the top of
Club Social’s Premier League rankings
indicates that relevance, emotion and
authenticity are essential components.
Manchester City claim the #1 spot with
Erling Haaland announcement attracting
nearly 3 million engagements, deferring
Manchester United’s Casemiro post to
second place.
The new City striker is shown in the
studio-grade video announcement as a
boy, sitting on the sofa in a vintage
Thomas Cook kit, around the time his
father was a defender for the same
team. The camera then focuses in on
Haaland in his Etihad 2022-23 shirt. The
post successfully utilises nostalgia to
focus attention on current sponsors.
A neat trick.
8
EPL Engagement Club Social / June - August 2022 / Autumn Edition
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Instagram Transferb
l
re o f Engagement League: EPL
a
Pos
tuTeam Player Engagements per post Rating
Fe1 Manchester City Erling Haaland 3M
2 Manchester United Casemiro 3M
3 Liverpool Darwin Nunez 1M
4 Chelsea Raheem Sterling 1M
5 Spurs Richarlison 767K
6 Arsenal Gabriel Jesus 624K
7 Newcastle Alexander Isak 497K
8 West Ham Lucas Paquetá 484K
9 Aston Villa Phillipe Coutinho 350K
10 Leeds Rasmus Nissen Kristensen 269K
11 Nottingham Forest Morgan Gibbs-White 152K
12 Everton Neal Maupay 146K
13 Fulham Bernd Leno 125K
14 Brentford Mikkel Damsgaard 97K
15 AFC Bournemouth Neto Murara 81K
16 Wolves Matheus Nunes 73K
17 Southampton Joe Aribo 69K
18 Brighton Pervis Estupiñan 55K
19 Leicester City Alex Smithies 20K
20 Crystal Palace Malcolm Ebiowei 14K
Engagements: 500k+ >500k >250k >50k >10k
9
mediacells.com
EPL Engagement Club Social / June - August 2022 / Autumn Edition
1
Inbound striker Erling Haaland stole Man City fans’ hearts with a video showing
him as a boy in the Thomas Cook kit, when his father was a defender at City.
Link Engagements Likes Comments Rating
@manchestercity Hero Post 2,888,624 2,873,558 15,066
Engagements: 1m+ >1m >500k >100k >50k
10
mediacells.comClub Social / June - August 2022 / Autumn Edition
3 #PiratesoftheMediterranean
La Liga Insights
The creative space below La Liga’s
mega club activity is where to find new
and emerging trends in creative social
media best practice.
Beyond Real Madrid and FC Barcelona in
Spain’s La Liga there are entertaining
posts from Mallorca who mash up
excerpts from the Pirates of the
Caribbean movie with speedboat
footage of newly-onboarded striker
Vedat Muriqi with the title, , ‘l mejor pirata
del Mediterráneo’.
A look at
engagmements per
post / per 100k
followers elevates
Mallorca to second
place in La Liga Club Social.
11La Liga Engagement Club Social / June - August 2022 / Autumn Edition
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Instagram Transferb
l
re o f Engagement League: La Liga
a
Pos
tuTeam Player Engagements per post Rating
Fe
1 Real Madrid Antonio Rüdiger 4M
2 FC Barcelona Robert Lewandowski 4M
3 Sevilla Isco 166K
4 Atlético Madrid Sergio Reguilón 144K
5 Valencia CF Nico González 141K
6 Girona Reinier Jesus 116K
7 Real Sociedad Takefusa Kubo 49K
8 Athletic Bilbao Ander Herrera 42K
9 Real Betis Luiz Henrique 42K
10 Villareal CF José Luis Morales 37K
11 Valladolid Gonzalo Plata 28K
12 Celta Vigo Óscar Mingueza 23K
13 Espanyol Vinicius Souza 20K
14 Cádiz Antonio Blanco 18K
15 Elche Lautaro Blanco 12K
16 Mallorca Vedat Muriqi 11K
17 Getafe Omar Alderete 8K
18 Rayo Vallecano Diego López 8K
19 Osasuna Moi Gómez 7K
20 Almeria Léo Baptistão 6K
Engagements: 500k+ >500k >250k >50k >10k
mediacells.com 12La Liga Engagement Club Social / June - August 2022 / Autumn Edition
Real Madrid have the advantage over FC Barcelona, perhaps because of an
1
extra 13 million fan reach on Instagram. The visual treatment of Rüdiger’s
arrival is typical of the La Liga style - more conservative than creative.
Link Engagements Likes Comments Rating
@realmadrid Hero Post 4,189,065 4,153,233 35,832
SUMMER OF
Engagements: 500k+ >500k >250k >50k >10k
mediacells.com 13Club Social / June - August 2022 / Autumn Edition
4 #FrenchPolish
Ligue 1 Insights
France’s Ligue 1 has the largest offering
of slick, highly-polished, TV-studio-
grade media assets.
Paris Saint-Germain showcases Renato
Sanches’ arrival from Lille with a
glamorous ‘mercato update’.
Olympique Lyonnais blend notes of
nostalgia with high video production
values to welcome Alexandre Lacazette
back to the club.
Monaco create a
stylised Manga-
style post to
welcome
Japanese
midfielder Takumi
Minamino to the
club. The content
is strikingly
unique.
14Ligue 1 Engagement Club Social / June - August 2022 / Autumn Edition
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Instagram Fan Engagement League: Ligue 1
a
Pos
tuTeam Player Engagements per post Rating
Fe
1 Paris Saint-Germain Renato Sanches 595K
2 Olympique Marseille Alexis Sánchez 410K
3 Olympique Lyonnais Alexandre Lacazette 101K
4 Nice Nicolas Pépé 97K
5 Brest Islam Slimani 87K
6 Monaco Takumi Minamino 40K
7 Nantes Mostafa Mohamed 35K
8 Rennes Steve Mandanda 33K
9 Angers Ilyes Chetti 24K
10 Toulouse Zakaria Aboukhlal 22K
11 Lille Akim Zedadka 15K
12 Strasbourg Falaye Sacko 10K
13 Auxerre Benoît Costil 8K
14 Lens Jimmy Cabot 7K
15 Lorient Montassar Talbi 6K
16 Montpellier Falaye Sacko 5K
17 Troyes Rony Lopes 5K
18 Clermont Muhammed Cham Saračević 5K
19 Reims Junya Ito 5K
20 Ajaccio Romain Hamouma 4K
Engagements: 500k+ >500k >250k >50k >10k
mediacells.com 15Ligue 1 Engagement Club Social / June - August 2022 / Autumn Edition
1
Paris Saint-Germain continue the trend in top flight football by celebrating new
signings with slick, polished video edits, here showcasing Renato Sanches’
arrival from Lille with a glamorous ‘mercato update’.
Link Engagements Likes Comments Rating
@psg Hero Post 594,848 3,109,978 9.969
Engagements: 500k+ >500k >250k >50k >10k
mediacells.com 16Club Social / June - August 2022 / Autumn Edition
5
#WomensFootball
Serie A Insights
After the stunning spectacle of the
Women’s Euro this summer, Serie A club
Sassuolo attracted significant
engagement for a post announcing the
arrival of Eleonora Goldoni a striker in the
Italy women’s national team.
The official club post is created by
Eleonora on an
iPhone and jolts in
and out of focus
like a typical
Gen-Z festival
instagram post,
appealing to
younger fans.
It is unique across
the 98 teams as
the only winning
transfer post to
feature a woman.
17Serie A Engagement Club Social / June - August 2022 / Autumn Edition
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Instagram Fan Engagement
r
League: Serie A
a
Pos
tuTeam Player Engagements per post Rating
Fe1 Roma AS Paulo Dybala 1M
2 Juventus Ángel Di María 1M
3 Internazionale Romelu Lukaku 356K
4 AC Milan Charles De Ketelaere 280K
5 SSC Napoli Kim Min-jae 161K
6 Atalanta Éderson 145K
7 Monza Stefano Sensi 59K
8 Lecce Samuel Umtiti 51K
9 Lazio Alessio Romagnoli 45K
10 Sassuolo Eleonora Goldoni 37K
11 Fiorentina Luka Jović 35K
12 Cremonese Johan Vásquez 23K
13 Torino Perr Schuurs 19K
14 Spezia Daniel Maldini 19K
15 Salernitana Antonio Candreva 16K
16 Sampdoria Telasco Segovia 16K
17 Bologna Andrea Cambiaso 11K
18 Hellas Verona Isak Hien 9K
19 Udinese Adam Masina 3K
20 Empoli Martin Satriano 3K
Engagements: 500k+ >500k >250k >50k >10k
mediacells.com 18Serie A Engagement Club Social / June - August 2022 / Autumn Edition
1
Paulo Dybala was given a rousing in-stadium welcome by AS Roma fans and
was reported to have broken Cristiano Ronaldo’s shirt sales in Italy (520k)
within 24 hours of his announcement as a player.
Link Engagements Likes Comments Rating
@officialasroma Hero Post 1,418,004 1,415,079 2,925
Engagements: 500k+ >500k >250k >50k >10k
mediacells.com 19Club Social / June - August 2022 / Autumn Edition
6 #CR7Collab
GBL Insights
Authenticity and relevance transcend
celebrity within the transfer window
context at least.
Bundesliga team TSG 1899 Hoffenheim
announced the arrival of Eduardo
Quaresma and benefited from a
welcome post
from Cristiano
Ronaldo which
coincided with
CR7 reaching
400 million
followers on
Instagram.
TSG
Hoffenheim
present the
new signing as
‘CR7 approved’.
20Bundesliga
Engagement Club Social / June - August 2022 / Autumn Edition
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Instagram Fan Engagement League: Bundesliga
a
Pos
tu Team Player Engagements per post Rating
Fe
1 FC Bayern Munich Sadio Mané 2M
2 Borussia Dortmund Niklas Süle 275K
3 Leipzig Timo Werner 196K
4 Eintracht Frankfurt Mario Götze 134K
5 TSG 1899 Hoffenheim Eduardo Quaresma 56K
6 Gladbach Ko Itakura 47K
7 S.0. Schalke 04 Rodrigo Zalazar 39K
8 Bayer Leverkusen Adam Hložek 36K
9 Werder Mitchell Weiser 27K
10 VfB Stuttgart Juan José Perea 25K
11 SC Freiburg Daniel-Kofi Kyereh 20K
12 Union Berlin Timo Baumgartl 16K
13 Hertha BSC JonJoe Kenny 16K
14 FC Köln Steffen Tigges 15K
15 FC Augsburg Michael Gregoritsch 7K
16 VFL Wolfsburg Mattias Svanberg 7K
17 VfL Bochum Jordi Osei-Tutu 6K
18 Mainz 05 Angelo Fulgini 4K
Engagements: 500k+ >500k >250k >50k >10k
mediacells.com 21Bundesliga
Engagement Club Social / June - August 2022 / Autumn Edition
1
FC Bayern celebrate the arrival of newcomer and ex-Liverpool striker Sadio
Mané with a video capture of an inspired scissor kick during a training session..
Link Engagements Likes Comments Rating
@fcbayern Hero Post 1,520,181 1,515,208 4,973
Engagements: 500k+ >500k >250k >50k >10k
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