Social content for a football apparel brand: 35% more engagement
Live Breathe Futbol makes apparel for people who live the game. I planned and made its social content across Instagram, X/Twitter and Facebook: quotes, player stories and highlights that football fans want to share, with the products woven in every day.
- Content planning
- Graphics and video
- Captions
- Hashtag research
increase in engagement
likes on the best post, a Balotelli story
posts a day across three platforms
content themes in the weekly plan
The weekly plan
Three posts a day, three jobs
The calendar
One sheet for every channel
Each row had a channel, a theme, a topic, an asset type, a hashtag set and a feedback column for the client.
The content
Made for people who live the game
Quotes and player stories did best. Across 13 Instagram posts in February and March 2023, they averaged 301 likes, against 111 for stats graphics.
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Captions and hashtags
Small changes, more reach
Captions opened with the story, not the product, and ended with a question fans could answer in the comments. Each post carried a hashtag set built for its theme.
- Designs. One bold line, readable in the feed.
- Captions. Written to start a conversation.
- Hashtag sets. Club, player and league tags for highlights, broad football tags for quotes and apparel tags for product.
Results
35% more engagement
Engagement rose 35% as the feed shifted toward the stories fans wanted, with sharper designs, better captions and hashtag sets that matched each post.
Fans follow stories. Put the product next to them, not in front of them.
What I delivered
- Weekly content plan
- Graphics and Reels
- Captions
- Hashtag sets
- Product Stories
- Quote of the week series
