Rebuilding a club's social presence
How I grew the University of Winchester Futsal Club's Instagram reach by 39.7% in 90 days.
39.7%
Increase in accounts reached
10,079
Accounts reached
90
Days
01
The challenge
When I took over the club's Instagram, every post looked the same. Same background, same fonts, same treatment, whatever the content was. That held the brand together but made the feed repetitive, and repetitive feeds get scrolled past.
02
Three visual systems
I split the output into three distinct looks, so the feed separates itself at a glance while still reading as one brand. General club posts kept the core colours with a refreshed background pattern. Saturday League content got a darker palette and its own dedicated font, so league results and squad lists read as their own strand. BUCS fixtures, our competitive games against other universities, got a bolder and more dynamic treatment, because those are the posts people most want to see.
03
Team of the Week
I introduced a weekly Team of the Week graphic, tagging individual players. It gave players recognition and pulled their networks onto the page, lifting likes, comments and shares.
04
Recruitment and outreach
At the start of the year I built a recruitment carousel to bring new members in, covering what the club offers, from competitive play to socials and a welcoming community. Content like this is how a page grows its audience, not just entertains the one it has.
Slide 1 / 6
Why join futsal
05
Reach beyond the feed
Two things pushed the reach past our own following. Our kit provider, STC Teamwear, reposted our content unprompted and tagged us. And for the first team's cup final win, I reached out to our sponsors and partners and arranged for the graphic to be co-published across their accounts, putting it in front of their audiences too.
- @uowfutsal
- @albertdunglisondesign
- @stcteamwear
- @anytimefitnesswinchester
06
The result
Over 90 days, accounts reached grew by 39.7% to 10,079, and that came during a quieter spell for university events, which made the growth harder to earn.