Ending a season with an average growth of around 1.4 million followers per week, LaLiga reached a new milestone in its digital strategy, surpassing 200 million followers in the 16 profiles it maintains on digital platforms. Compared to other major leagues, this achievement positions the first division of the Spanish professional football league as the main competition, in terms of the number of followers.
With a digital ecosystem that grew by 40.8 million followers throughout the campaign, LaLiga is now the most popular European league on social media. In second place is the Premier League, with 192.1 million followers (up 33.1 million this last season), followed by the Bundesliga, with 38.4 million followers (up 5.8 million) in third place.
In fourth place, Ligue 1 appears with 31.5 million followers (an increase of 9.8 million) and Serie A comes in fifth place, with 28.6 million followers (an increase of 5.9 million).
Currently, LaLiga has 16 profiles across platforms, including 12 on Twitter, 3 online (counting websites), 2 on Instagram, 2 on TikTok and 2 on Facebook, as well as being available in 20 languages. Some of these profiles are dedicated to target markets such as China (Weibo, Toutiao, WeChat and Bili Bili), Thailand, Japan and Indonesia (Line). In addition, LaLiga’s ability to attract young fans is of particular importance, as the profiles that have grown the most in recent years are those with the lowest average age, as is the case with TikTok.
“This is a true milestone for LaLiga as we are the first football league to reach this number. This achievement is part of a long-standing commitment to improving our digital ecosystem, a goal that helps impact and capture new audiences, accelerate growth and generate business. Emphasis on creative strategy and engaging content, adapted to digital trends, are the drivers of this success. Adapting content to different formats, countries and demographics is also key to reaching an ever-growing audience,” explains Alfredo Bermejo, Director of Digital Strategy for the Spanish league.
In line with this approach, LaLiga has implemented the LaLiga Impulso Plan to support the digital growth of its clubs, which has achieved excellent results. As a result, clubs’ followings have skyrocketed, increasing ninefold since the start of the season, reflecting the rigorous changes clubs have implemented in their digital environments and the frequent sharing of best practices.
Take a look at some key milestones in Spanish league strategy and get inspired:
- The digital strategy was launched after Javier Tebas became president of LaLiga in 2013;
- LaLiga quickly grew to 6.3 million followers during the 2014/15 season;
- In 2015, LaLiga opened its first international account, on the Chinese social network Weibo;
- LaLiga was the first European football competition to broadcast its matches on Facebook, in an innovative three-season deal that started in 2018/19. Matches were broadcast in India, Afghanistan, Bhutan, Maldives, Bangladesh, Sri Lanka, Pakistan and Nepal;
- In 2019, LaLiga established accounts dedicated to sponsoring Banco Santander;
- The first major milestone of 100 million social media followers was reached in January 2020 and doubled over the next three years;
- LaLiga was the first league to create a profile on Twitch;
- LaLiga was also the first European league to launch a program on TikTok, called ‘Play LaLiga’.
Stay tuned to Adnews on Instagram and LinkedIn! For us, leaving the obvious is as obvious as creating and transforming.
The post With 200M, LaLiga becomes a global leader in digital strategy appeared first on ADNEWS.
