Written by David Brookes • Published 19th January 2015
Top five football clubs using Vine marketing
Football is no longer just a game of 90 minutes; newspapers report as much of what happens off the pitch, as they do during the 90 minutes on it. New forms of social media give players, pundits, and fans alike a voice in which they can communicate. And this has provided a host of opportunities for sports PR.
Social media has revolutionised the way that football is consumed and one relatively new concept is the use of Vine and Twitter to post unofficial goal highlights, as soon as they are scored.
While the instant availability is great for fans, it presents a problem for rights holders looking to protect their investment; a concept which, at present, is proving inherently difficult to control and uphold. From a fan’s point of view it’s always tempting on a Saturday afternoon – when you hear a scream from your TV along the lines of “Unbelievable Jeff” – to stay glued to your Twitter feed, waiting for someone to post a clip of the goal.
However for the more traditional fans, myself included, who like to stay up late to watch the highlights on Match of the Day, it is difficult to see why they would risk ruining it for themselves. When your team wins, there is nothing better than spending the rest of the evening imagining what the goal was like in your head and how it was scored. There is no doubt that social media can be powerful and that clips of goals can drive viewers to consume more content and increase the number of shares , but there is also a need for football clubs to take ownership of their social media presence and be aware of the challenges which exist.
Top 5 Premier League football clubs on Vine:
#1 Chelsea 148k followers
#2 Man Utd 139.8k followers
#3 Arsenal 94.1 followers
#4 Liverpool 94k followers
#5 Man City 60.2 followers
Top seven ways football clubs are using Vine
Football clubs are not allowed to show match footage for copyright reasons on Vine so with the majority of goal highlights appearing on unofficial profiles and feeds, what else clubs are doing to communicate and entertain their loyal fans in just six seconds?
1. Latest Club News
Clubs are using Vine more and more to talk about latest transfer signings and to reveal team starting line up’s to the fans. Here Manchester City show how it is done
2. Classic Clips
Used predominantly to showcase a piece of skill or great goal from yester year, fans can relive moments against an upcoming opponent. Chelsea lead the way here:
3. Exclusive behind the scenes content
Behind the scenes footage of training, in the dressing room before a game and the pre match watch up are also very popular on Vine. This is the kind of content that every fan wants to see. Manchester United are all smiles in training:
4. Exclusive Q and A with players
Quick-fire Q and A Twitter takeover style sessions with players are a great way to entertain the fans. Arsenal did this recently with midfielders Tomas Roskicy and Theo Walcott.
5. Fan engagement and competitions
Did you go to the match at the weekend? Were you the 12th man? Here Liverpool fans sing “You’ll Never Walk Alone” before kick-off. Another great way to engage with fans. Manchester United had some festive fun with this game where fans were asked to pin the Santa hat on their favourite player. This vine post was looped over 3.5 million times.
Every fan loves a stat to impress their friends in the office or at the pub. Chelsea recently produced this great time lapse video to share with their fans:
7. Commercial use
Clubs also use the platform to sell products to the fans and promote club sponsors. Chelsea use their channel here to promote principle club sponsor Adidas.