How the UK’s top football clubs use Vine
England’s top football teams are proving pretty savvy on Twitter’s short video service Vine.
Analytics company Brandsonvine has been tracking the Vine accounts since July 2014 and has recently released data on the efforts the teams are putting into the platform. Only four of the 20 Premier League clubs have no presence on Vine and some have seen extraordinary growth over the last three months.
Chelsea, Manchester City and Manchester United, which have all topped the league on the field in recent times, also feature at the top of the table followers on Vine.
“It’s clear that soccer teams are becoming media owners in their own right, with fans clamoring for a greater access to their clubs as a result. They’re significantly investing in bringing such content to fans to great effect,” said Brandsonvine founder Michael Litman.
Naturally, sports teams’ Vines include plenty of behind the scenes footage. But it’s increasingly clear that clubs are getting better at using it as a promotional channel to meet their commercial, uh, gooooooals. Here’s how:
Clubs can’t show video match footage for copyright reasons, but that hasn’t stopped Liverpool FC working around those constraints. Here’s how it showed Adam Lallana celebrating his first goal for the club.
Behind the scenes
Footage shot off the field features heavily on Premier League clubs’ Vine accounts. For example, they’re using it to show off their match atmosphere…
… as well as offer training footage, like this time-lapsed footage from Southampton’s training ground.
There’s also the odd ice bucket challenge.
Fan engagement and promotions
This video, which was re-Vined from the club’s official account, features a Manchester City fan showing off his skills for a competition …
… while Newcastle United is using Vine to promote its work in the community.
Chelsea FC also used time-lapse to pay tribute to a club legend.
Newcastle United broke the news of two new signings on Vine, gathering over a million loops. Burnley FC, whose fan base and playing budget is relatively small, is also seeing strong growth by visualizing team lineups.
Clubs are also using the platform to overtly sell. Manchester uses the channel to promote its magazines, feature the sponsors of its tours and boost shirt sales.
This is, after all, what it’s all about. It’s still early days for Premier League clubs on Vine, but one area that’s proven to be viral gold elsewhere is showing off their players’ skills.
Look no further than Nike Football. With 25 million loops and 157,000 followers on Vine, it’s showing football clubs how short video content is done. Here’s how deceptive camera work and smart use of continuous loops have contributed to its success on Vine.
‘More dollars to experiential’: Why Walmart is still using experiential marketing to pitch Walmart+ — even during coronavirus crisis
The company is working with influencers and media partners to bring some of the missed “special moments” that had been canceled throughout 2020 to life.
Member Exclusive‘Don’t have the luxury of doing good’: The age of dissonance continues at this year’s ANAs — and beyond
When there’s an on-going global pandemic that’s crippling whole brand categories, it was hard to hear the CMOs speaking at the ANAs.
Twitch emerges as rising platform for beauty brands
Twitch’s over 17.5 million daily active users are gaining growing attention from companies well beyond the traditional gaming world.
SponsoredPublishers must strengthen their relationships with brands and customers
Zara Erismann, MD Publisher EU, LiveRamp In today’s market of tightening data regulations — and with the end of third-party cookies now around the corner — it is critical that publishers focus on optimizing their data strategies to ensure and strengthen close relationships with their audience. In a recent report, The State of Publishing: Monetizing […]
‘Show we’re listening’: Why agencies are lending office furniture, offering WiFi stipends to employees as new pandemic-era perks
With a hybrid reality in the offing, rethinking perks to include ways to make working from home better for employees has become a focus for leaders.
‘Shopping patterns will feel longer and flatter’: Gap’s CMO on preparing for holiday campaigns
Mary Alderete on the upended marketing calendar and Gap’s plans to lean into the extended holiday season this year.