The Online Rule

By Scott at The Online Rule

The State of Football Social Media 2021





The State of Football Social Media 2021
By Scott at The Online Rule • Issue #5 • View online
It’s here!
Thanks to the 94 respondents who took the time to complete this year’s State of Football Social Media survey.
To my knowledge there’s no bigger survey of football social media staff, and the number of people who give up their time to answer questions is growing year on year.
This year there were nine main questions, looking at the platforms being used, plans for new launches, and how many teams are investing in paid social media.
As ever, the raw data is available for you to delve into too. If you draw any of your own conclusions from the data please do tag me in any on Twitter at @onlinerule. Or feel free to drop me an email on
One of this year’s biggest findings was that a surprising number of teams take social media incredibly seriously (ranking it as either somewhat or very important to their marketing) yet don’t have a documented strategy.
You can read some of the key findings below, along with a link to the full piece. If you share any findings from the data, please try to use the hashtag #FootballSocial2021.

The State of Football Social Media 2021: The Results
Facebook and Twitter are out in front, with Instagram not far behind. TikTok has now overtaken Snapchat.
Looks like marketers have enough to do at the moment, which is unsurprising given 74% of teams contain five or fewer people. TikTok is the main channel to look out for this year, and we know plenty of teams have already launched on there this year.
Nearly 46% of teams invested in paid social media advertising last year. Facebook is the overwhelming favourite in terms of budget allocation, with 60% of teams spending more than £500 to advertise.
Read the full report
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