In the final table of the Social Media League, which was compiled independently and scientifically by the International Football Institute (IFI) in Munich/Ismaning, Bayer 04 finished in first place, followed by FC Bayern Munich in second place and RB Leipzig in third.
The IFI analysed the official social media accounts of the 18 Bundesliga clubs throughout the 2023/24 Bundesliga season, assessing various criteria such as follower growth, engagement rates, content quality and interaction with fans. This determined the social media index which formed the basis for the final league table of the 2024 Social Media League.
Bayer 04 director of communications Holger Tromp emphasised the club's strategic direction: "For years, we have been pursuing a clear plan that focuses on growth and brand building, while at the same time strengthening the foundation for a close and sustainable connection with our fans, both domestically and internationally. Our strategy, which is based on creative and high-quality content, is proving effective: we have been registering continuous and significant increases in impressions and engagement figures for years."
Prof. Dr Katharina Schöttl, head of digital communication at the IFI, also highlighted Bayer 04's success factors: "The top five teams in the ranking practise social media communication at a very high and professional level across all channels. Bayer Leverkusen has also been able to convey its outstanding sporting success via social media, in that it has been able to stand out from the top group thanks to its strong fan interaction figures."
Felix Loesner, head of content at Bayer 04, stressed the importance of creative and authentic content: "We are increasingly focusing on getting close and providing behind-the-scenes insights in order to engage fans emotionally. Creative and contextual content, combined with the continuous expansion of our video and graphic formats, are the key to our success. Our aim is to take people on a journey that goes far beyond the 90 minutes on the pitch."
By winning the social media title once again, Bayer 04 has underlined its strong presence not only on the pitch, but also in the digital world. The club has managed to further expand its reach and bond with its fans through innovative content and close interaction with the community.
Bayer 04 would like to thank its loyal supporters and looks forward to the challenges ahead - both online and offline.
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