FC Bayern has reached a very special milestone on its 13 social media platforms. More than 200 million people worldwide now follow the German record champions every day – in more than ten languages and across 40 accounts.
The club’s social media journey began on Facebook in July 2010. In August 2012, the first tweets followed. In May 2013, just a few days before the final at Wembley, the first Instagram post followed before FC Bayern joined TikTok in April 2019. Today, Instagram and TikTok are the most interactive channels and important growth drivers. FC Bayern’s most recent channels are on Threads and WhatsApp.
Behind the successful social media presence is a content strategy based on approachable, entertaining and innovative content. FC Bayern is the focus of every single piece of content. Every post must be compatible with the club, its values and DNA to reach FC Bayern fans. The focus is on the continuous development of short-form videos to reach young fans in a more direct and emotional way. Over 90 percent of the community are based outside Germany, which shows the social media channels convey a global club that connects people across borders.
The milestone of 200 million followers is not only a confirmation of the strategy for FC Bayern but also a motivation to stay at the cutting edge and join new platforms – and offer fans across the globe special insights every day.