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Liverpool move ahead of Manchester United with 1.5bn global appeal

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Data from Blinkfire Analytics, a platform that measures sponsorship valuation, states that Liverpool trailed behind only Spanish giants Barcelona when it came to social media engagement across platforms in 2020, nudging ahead of Manchester United.

Engagement on Liverpool's social media channels in 2020 has seen them place second among world football's elite.

The Reds registered 1.48bn fan engagements across Twitter, Facebook, YouTube, TikTok and Instagram, the biggest five social media platforms globally.

With the past 12 months in football impacted enormously by the coronavirus pandemic, with fans unable to attend games live since March, social media engagement has never been more important to clubs in maintaining and growing their brands and reaching their global audience.

Football finance expert ?ukasz B?czek told the ECHO: "All professional clubs focus heavily on communication and using their social media, trying to stay one step ahead of the competition.

Twitter, Facebook and YouTube have been joined in recent years by Instagram, TikTok, Douyin (the Chinese version of TikTok) and Sina Weibo, with clubs wise to the fact that a strong social media presence and large engagement can be monetised given its appeal to sponsors and prospective partners keen to reach as wider audience as possible.

Gone are the days when a Twitter and Facebook account would suffice as fans across the world engage with their football clubs through a variety of different means with dedicated social media teams making sure that the right kind of content flows through the channels.
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