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There’s a new trend of how football clubs announce their new signing

By Matt Peden

13 July 2017

Who are the social media kings of revealing their new summer signing? You might be surprised…

Last summer, not only did Paul Pogba’s signing for Manchester United break the world transfer record for the most expensive player of all time, he also broke the social media mould on how to reveal a new signing across club channels.

The infamous #POGBACK campaign broke Manchester United records with 637k likes on Instagram and 89.2k followers retweeting the campaign on Twitter.

This has set the tone for other clubs around the world to revamp their ‘transfer reveal’ strategy and although we’re only halfway through the summer, we’ve picked out our favourites so far here at Hatch HQ…

Everton

The big spenders of the summer so far have been consistent with their content so far, going for a behind-the-scenes style video to make their announcements over social. The Tweet copy doesn’t give anything away while the videos take the viewer on a journey before the big reveal. Commercial consideration is throughout, with the club’s training ground sponsor, USM, appearing consistently at the beginning of each video, with the behind-the-scenes style making its inclusion seem natural.

 

Sandro

Klassen

Rooney

Keane

 

Aston Villa

A nice alternative from Villa when they signed John Terry earlier this summer with a simulated WhatsApp conversation between the club’s Owner, Manager, JT and the rest of the squad. Poor Paul McGrath.

 

Roma

We really like this one when Roma re-signed Lorenzo Pellegrini from Sassuolo. It would have been nice if Xbox of FIFA was a partner, but they’ll be happy with the bonus placement! This one really taps in to the huge e-sports market, so is bang on trend.

 

Crystal Palace

To tease fans that a new manager was about to be announced, Palace replicated the Vatican with White Smoke appearing out of the chimney… not quite a church, but a Caribbean take away

 

Liverpool FC

With Liverpool fans crying out for the club to announce the much-awaited signing of Mo Salah, the LFC social team reacted with this effective piece of video content where the man himself announces his signing to fans. This one really tips its hat to the thousands of fans that reply to almost every club Tweet with “Announce PLAYER” in their desperation for positive news. Clever stuff.

 

However, this summer’s winners so far are YEOVIL TOWN

Who would have thought it? The Glovers have made a big impression on social media this summer, not once but TWICE. Linking the signings to FIFA (recreating something which simulates real life… in real life) and a new Snapchat location feature (instantly jumping on new tech in an innovative way) brought more attention to signings which would normally not receive much media attention.

Bravo Yeovil, Bravo.