Your Designer Has 552 Followers
I found a grassroots football designer with 954 posts and 552 followers. He averages 1.76 likes per post. The club he designs for has 4,000. Every tool being sold to you today is a tool for making that designer busier.
The Actual Engagement Data
Designer and agency accounts posting club graphics average under 2 likes per post because they have no audience. The repost chain is where reach happens — so the asset is the club's account, not the designer.
The Three Posts That Outperform Graphics by 5-10x
- A named player's milestone — "Congratulations to Jamie on 100 appearances"
- A volunteer's departure — "Thank you to Dave who's been running the bar for 15 years"
- A fan's photo — reposting a supporter's matchday photo
Why the Club Account Should Never Post a Raw Graphic Without a Caption That Names Someone
A graphic without a name is decoration. A graphic with a name is content. The difference is engagement.
The Metric to Track: Reposts, Not Likes
Likes are vanity. Reposts are distribution. A post with 2 likes and 5 reposts reached more people than a post with 20 likes and 0 reposts.
The Benchmark
Potters Bar Town FC posts the same graphic every week and always includes admission prices and kick-off time — because that is what the follower needs, not what the designer made. The tools optimise for the maker. The follower is the customer.