You'll never scroll alone: How Liverpool's social strategy is ruling the internet

Liverpool FC is topping more than just league tables, they’re dominating digital scoreboards too. According to new data from Blinkfire Analytics, the Reds pulled in nearly 1.7 billion engagements across major social media platforms during the 2024/25 season, a 10% increase from last year and a 45% lead over the next most engaged Premier League club.

Their title-winning day alone, a 5–1 rout of Tottenham Hotspur that secured Liverpool’s 20th top-flight league triumph and drew them level with Manchester United’s record, clocked 60.7 million engagements in just 24 hours, making it the most engaged league title celebration across Europe.

Add to that 13.3 billion video views, 504 million global broadcast viewers, according to Nielsen, and 11 million YouTube subscribers, and it’s clear: Liverpool isn’t just playing football, they’re playing the content game at an elite level.

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At the heart of this performance is what one expert called the club’s mastery of content as “community currency”. From behind-the-scenes moments to platform-native storytelling, Liverpool’s strategy goes beyond likes and shares, it’s about building a fan ecosystem rooted in emotion, inclusivity, and cultural fluency.

So, what exactly are they doing right?

The passion play

For Ashvin Anamalai, CEO of DNA Creative Communications, the club’s edge comes from its deeply human approach.

“The real genius lies in how intentional and human their strategy is,” he said. “They’re not just posting content, they’re nurturing a global family. That’s something most brands, not just football clubs, struggle to do consistently.”

Liverpool’s social media presence goes beyond match updates and highlight reels. It’s built on storytelling that offers fans a window into the lives, personalities, and passions of the players, across both the men’s and women’s teams.

“You’re not just seeing match highlights, you’re getting a sense of who the players are, how they think, what drives them. It makes the club feel more personal, more real,” Anamalai added.

Sunny Johar, managing director at KRDS Southeast Asia, echoed this sentiment, noting the club’s mastery of content as "community currency".

"Whether it's raw behind-the-scenes footage, nostalgic throwbacks, or culturally resonant memes, everything feels designed to speak with the fans, not at them,” Johar said. "They’ve mastered the emotional arc of storytelling, celebrating not just goals, but grit, legacy, and local pride."

From Anfield to anywhere

Part of what drives Liverpool’s massive engagement is how seamlessly they tailor their message across both languages and platforms.

Anamalai pointed out that Liverpool’s real strength lies in understanding that engagement goes deeper when fans feel truly seen and heard. “What Liverpool does so well is recognising that engagement deepens when fans feel spoken to, not just spoken at. Their multilingual strategy isn’t just translation—it’s cultural adaptation,” he added.

From WhatsApp channels in Spanish and Portuguese to TikTok videos tailored to Gen Z humour, the club knows how to adapt its voice. On Instagram, it’s nostalgia and visual storytelling; on YouTube, it’s long-form player stories; on Threads and X, it’s banter and real-time commentary.

“Each platform has its own dialect,” said Johar. “Global doesn’t mean generic. Liverpool shows how hyper-targeted content creates truly borderless engagement.”

Prantik Mazumdar, president of TiE Singapore who is also an active sports commentator, reinforced the importance of platform-native content, adding that Liverpool’s multilingual strategy has helped the club pull ahead of its rivals.

"Different audience segments prefer different platforms… the content needs to be produced and curated accordingly,” he said. “Their YouTube channel has over 11 million subscribers, and their WhatsApp channels in Spanish and Portuguese have added a new dimension to their strategy."

Making every goal count

While many brands attempt to capitalise on tentpole events, few do it with Liverpool’s level of finesse. The club’s record-setting title win in April was its most engaged day on social media, but the moment didn’t go viral just because of the trophy.

"Liverpool’s spikes work because they don’t just post that something happened, they tell us why it matters. There’s always a story, a feeling, or a sense of shared pride behind each post. That emotional depth is what keeps it fresh, not repetitive.” said Anamalai.

Johar agreed, highlighting the emotional lens that Liverpool applies to every major moment:

A win becomes a fan’s win, a local pub’s win, a childhood dream come true.

Mazumdar pointed to the club’s use of emotionally resonant content, such as a Christmas Day video featuring a young fan named Isaac Kearney that clocked nearly 150 million views.

“Brands need to create content that intersects across their values and the real-world achievements of the club,” he said, citing Standard Chartered’s long-term sponsorship as a strong example of meaningful alignment.

Beyond the scoreline

With numbers this high, the inevitable question is: what does it all mean for business?

"High engagement is great, but the real question is: what does it lead to?” said Anamalai. “Meaningful impact is measured in behaviours — brand affinity, repeat interactions, community growth, conversions, even advocacy." He added: 

It’s not just who’s liking a post, but who’s sticking around, speaking up, and showing up when it matters.

Anamalai noted that Liverpool’s engagement stands out because it feels earned, not engineered, built on emotional relevance, consistency, and trust. That’s the kind of brand equity worth measuring, and more importantly, protecting.

Johar took it further, calling this "relationship capital". For her, the metric to watch is how passion translates into participation.

“Are fans buying merch? Tuning in? Signing up? Showing up?” she asked. “Liverpool succeeds because their engagement builds over time, deepens with history, and converts because it’s built on trust and community inclusivity.”

Mazumdar added that clubs such as Liverpool must measure the correlation between social metrics and actual revenue, from ticket sales and merchandise to sponsorship value and content monetisation.

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