Thread by @fmccrindle

🧵 A look at how @ManCity approached their title win on social media this weekend...

#smsports | #socialmedia | #digisport

City shared 14 TikTok videos, gaining a total of 46.5m views + showing the appetite for content in big moments.

The most-viewed posts show it's all about the moments that make up the moment...

Haaland + the trophy - 12.5m
Full-time at Forest v Arsenal - 11.1m
Trophy lift - 6.5m

On IG, they've shared more than 70 posts and again, the 'moments' have over-performed, with the trophy lift hitting 20m views.

Pre-planned content has worked well too, like their Champions Artwork from artist Tsokolakyan hitting 9.6m views.

They also sweated every opportunity for collabs, leaning into as many touchpoints as possible.

This includes:
- The Premier League
- 433
- Current players, like Alvarez
- Former players, like Aguero
- Pep
- City in the Community
- Partners like Asahi

On YT, they live-streamed in-studio reaction to the title win + relived key moments from the season, all done in conjunction with club partner Asahi.

They also shared a BTS look at the season in a short video with team talks from Pep, Dias + Gundogan.

A lot of the TT + IG content was optimised for FB + TW too. Some other nice bits:

- RTing player posts with '🏆'
- Sharing subtitled selfie videos from the likes of Stones + Foden. Self-shot content that's captured in the moment feels real + exclusive

All in all, a great mix of self-shot + polished content that tells the story of the season while leveraging different accounts that are part of the City ecosystem along the way.

Here are City's interactions on IG, showing that they've surpassed the total they hit in 21/22.