Study by the Institute of Football Management
Wed, 23/10/24, 16:03
FC Bayern Women are social media champions
It's the next title for the FC Bayern Women and the team behind the team: following the successful 2023/24 Bundesliga campaign and the successful start to the new season, including the Supercup victory, the Bayern women can now also celebrate another success off the pitch. Together with Bayer 04 Leverkusen, the reigning Google Pixel Women's Bundesliga champions share the title of 2024 IFI Social Media Champions. A research team led by Prof. Dr Katharina Schöttl analysed the performances of the twelve Bundesliga clubs on the social networks Facebook, Instagram, Twitter/X, TikTok and YouTube.
Together with Bayer 04 Leverkusen, FC Bayern Women secured the title of 2024 IFI Social Media Champions.
The top place is the result of a successful content strategy that puts the fans at the centre of all FCB Women channels and allows them to get up close to the team and be informed and entertained at the same time. Over the past 12 months, great emphasis has been placed on high-quality graphics, exclusive images and entertaining short video formats in line with the latest trends. For example, the TikTok channel, which was only founded in October 2023, amassed well over half a million followers within a year through countless hits.
The FC Bayern Women's social media channels also provided exclusive insights 🥨 during the traditional visit to the Oktoberfest:
Whether it's entertaining challenges, content from the training camp, Champions League trips or the annual newbie sing-off: Short videos of FCB players are increasingly going viral and reaching an audience of millions, such as a recent video of Tuva Hansen catching beer mats with almost 6 million views on Instagram and 2 million views on TikTok.
Good mix of short and long formats
The club media strategy for FC Bayern Women also includes premium formats, such as the recently launched documentary series ‘More than 90 minutes presented by Allianz’. In September, in cooperation with Allianz, the main partner of FC Bayern Women, the record champions broadcast an in-depth documentary about the women's team for the first time. The players were shadowed on well over 100 days of filming during the 2023/24 season, resulting in a six-part documentary series with episodes lasting between 30 and 40 minutes each - selected from over 300 hours of footage.
Stream the FC Bayern Women documentary now:
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