VfL Wolfsburg can look back on an incredibly successful season – not only in the Bundesliga but also on social media. The club has managed to increase its online fan community to over 2.5 million followers worldwide. At the beginning of last season (1 July 2018), that figure was barely 2.3 million. On Instagram alone the Wolves acquired 91,000 new followers, while the number of subscribers on YouTube more than doubled to 20,500 users. The most impressive growth, however, came on Giphy. GIFs produced by VfL generated 7.3 million views about a year ago, but this figure has risen to almost a billion, putting the Wolves in second position in the Bundesliga ranking behind Bayern Munich. Globally, the Green-and-Whites are ahead of such famous clubs as Real Madrid, Barcelona and Juventus.
She-Wolves video gets the most hits
"VfL is well established online thanks to the sporting success it has had and is enjoying growing popularity. Our current and background stories about the Wolves all come across really well," said VfL Managing Director Michael Meeske. The most hits last season came from a YouTube video on the VfL Ladies, with the dorm duel between Lena Goeßling and Alexandra Popp top of the pile with over 265,000 views. In total, the Wolves' videos received over 2.7 million clicks online.
Growth in Asia
The China tour at the end of the 2018/19 season also helped to promote positive development in terms of social networks. "Our trip to China in May saw us pick up a lot of support from new fans and followers, in particular in the Asian markets," Meeske explained. "We want to develop other formats to position the VfL brand even more strongly among football fans in our core markets of China, Brazil, Mexico and the USA." A good example of this was the Chinese channel Sina Weibo, which is similar to Twitter, where the VfL account picked up over 50,000 new followers, meaning that more than 530,000 people now follow news and stories about the Wolves on the platform.
"Digital target group increasingly closer to the club"
Mario Leo, CEO of RESULT Sports and social media adviser for VfL Wolfsburg, also had praise for last year’s performance: "The VfL Wolfsburg media and communications department did a lot of very good work last season. The digital target group has been brought increasingly closer to the club, both nationally and internationally, by means of informative and entertaining posts, and this has not only created sustainable growth but also led to significantly higher reach and interactions."