SOUTH KINGS U19
SOUTH KINGS U19, an 11v11 team in the budding BAFA regional scene, brought me onboard as a videographer/designer where I honed my skills and developed a strong understanding of visual storytelling and digital branding. As of September 2025, my experience evolved into social media management, where I currently oversee content strategy and creative direction for the Kings. I focus on producing engaging multimedia content, enhancing audience engagement, and strengthening the team’s online presence through cohesive visual communication and data-driven strategy.
Challenges
Despite being the 2nd most followed team in the regional scene, the team struggled to maintain a consistent social media presence, visual cohesion and there was a distinct lack of community management. They also had low engagement rates and inconsistent interaction with their active audience. At the time of writing (2025), the regional scene is only in its 2nd season and with a short playing season and a lack of general knowledge about how the regional programs work and operate, this is and has always been seen as a crucial time to increase reach and retention.
Solution
To address these challenges, I implemented a comprehensive social media management strategy focusing on four key areas:
Content Creation:
Developed a consistent content calendar featuring frequent recruitment posts, coach, photographer and videographer dual-posting of content, and collaborating with other growing visual creatives. I made sure there was a greater emphasis on visual cohesion and modified the post guidelines for the team to ensure that this monitored and reviewed throughout the season.
SEO:
A complete SEO revamp took place focusing on key areas such as profile optimisation with keywords, a clear purpose and calls to action.
Audience Engagement:
Actively monitored and responded to direct messages and story replies, regular story posts, and encouraged supporter photo/story shares. I also applied a greater emphasis on collaborating with coaches, local clubs and larger sports media outlets to increase reach and encourage engagement
Performance Analysis:
Tracked key performance indicators, conducted monthly reviews, and provided detailed progress reports to optimize strategies. Liaised with a team of 4+ talented, growing visual creatives to brainstorm ideas, schedules and collaborate on content and performance analysis.
Results
The strategy significantly improved South Kings online presence and engagement metrics.
122.4% Increase in Accounts Reached within the first month: Achieved a significant rise in likes, comments, and shares as well as greater reach and viewership. Eclipsed the 1k mark during my tenure as SMM.
Increase in Average Views compared to previous season: Gained a substantial number of views and broke our previous record views.
Consistent Posting Schedule: Maintained regular posts (roughly 2-3x a week with story posts), improving audience interaction.
Enhanced Brand Awareness: Increased visibility and established a stronger prescence in the regional football scene through reshares and communication with local clubs. Worked synergistically with coaches to create a recruitment ecosystem through the Instagram page.
