During the match day, a matchday visual is used. This visual is a creative way to announce the match. The goal is to inspire and motivate the fans for the match of that day. After this, the channels place the line-up for the match in question.
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From that moment on, everything around the match is central. The match can be followed live with a second screen if necessary. This is a function of Twitter that allows fans to consult statistics. Fans then form opinions based on these statistics, which they can share. On the second screen, there are polls and statements after special moments in the match, which creates interaction between fans.
Third half
After the match they post about how the match went, the so-called after glow . In addition, analyses about the match and interviews with players and trainers appear. After a few days of after glow, the build-up to the next match starts again.
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Facebook
With 2.6 million likes, Facebook is the largest channel on social media. The content posted on Facebook is comparable to Instagram content. Professional visual content is reinforced with catchy texts and appropriate emojis. The audience on Facebook seems to be more open to offers and other sales strategies than on Instagram. For that reason, Ajax has shoppable content on its feed (see example).
Shoppable content on Ajax's Facebook page
Shoppable content on Ajax's Facebook page
Instagram
With 1.3 million followers, Instagram is Ajax's second largest channel after Facebook. While c level executive list Facebook is more focused on news reports and selling products, Instagram focuses on creating a brand story (also called branding of the brand).
Ajax makes extensive use of Instagram Stories. An Ajax Media employee always travels with the selection to follow the players closely with his mobile camera. This makes the fan feel as if he is close to his heroes.
Ajax also places stories to generate traffic to the website. By adding a link in the story or by swiping up, the visitor ends up on Ajax.nl. Here he can then buy match tickets or merchandise. Another way is to use the story for interaction with the fans. They often use polls for this where fans can vote (see image).
YouTube
Ajax's YouTube channel got a facelift in 2018. Ajax Media consciously chose a different direction for YouTube. Since the update, the club has been using short films a lot on YouTube in the run-up to European matches. Also through the serious use of powerful video content, the YouTube channel has grown to more than 350,000 subscribers.
A few videos were so good that they went viral. An example of this is the video they made in the run-up to the Europa League final in 2017. This video was viewed millions of times on social media. With its videos, Ajax gets as many views as European top clubs.
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