The take-away from this post is that Premier League clubs achieve most of their fan engagement on Facebook with less than 50% of their video output. Want to understand why that is? Read on...

Ladies and gentleman, please take your seats, introducing…the best-performing video published by a Premier League club on Facebook this year. Manchester United’s unveiling of Alexis Sanchez in January has so far generated over 12 million views and 700k reactions from fans. The piano lessons have clearly paid off too. The Sanchez post shows the potential value of video to the Premier League clubs and sponsors. It also highlights how clubs can curate content intelligently to maximise the value of their video assets. Not every post by Manchester United achieves the same reach and engagement as the Sanchez video. So far in 2018

United has published almost 700 videos on Facebook. The average rate of interaction across United’s entire output is 24k fan engagements per video. Some videos grow big, others stay small. It's a similar story at the other Big Six clubs. Liverpool has released some stellar video content of its own this year. Highlights of the Legends game against Bayern Munich scored almost as many engagements as United’s Sanchez post. However, like United, there is plenty of blue water between Liverpool’s top-performing videos and the rest of the club’s output on Facebook. Activity this year The twenty Premier League clubs have published… read more »