Game, Set, Empower: A Comparative Instagram Analysis of Branding and Engagement in the Confederation of African Football (CAF) Women’s and Men’s Champions League
A summary of the research:
This research looked into how the Confederation of African Football (CAF) uses Instagram to promote its women's and men's Champions League tournaments. The study, conducted as a Master's Thesis, analyzed 674 Instagram posts (276 from the women's league and 398 from the men's) and also interviewed five experts in digital sports marketing, including those who manage CAF's digital presence. The main goal was to see what kinds of content (like match highlights, behind-the-scenes, or off-the-field stories), marketing approaches (like sponsored or organic posts), and post formats (like videos or photos) get the most attention and interaction from fans.
The study found that content showing behind-the-scenes moments and off-the-pitch stories (like interviews or personal milestones) created the most fan engagement for both leagues, outperforming regular match updates or promotional posts. Short videos called Reels consistently led to higher interaction compared to photos or graphics, which aligns with how social media platforms work. Interestingly, the study also revealed that whether a post was labeled as "organic" (from the organization), "sponsored," or "collaborative" didn't significantly affect how much fans engaged with it; instead, emotional connection and good storytelling were more important. Challenges identified included a fan base that mostly consisted of men, pressure from social media algorithms, and a lack of female voices creating content.
Here are three practical and actionable takeaways for coaches and administrators in women's soccer:
Prioritize "Behind-the-Scenes" and "Off-the-Pitch" Content for Deeper Fan Engagement: The research clearly shows that content offering authentic glimpses into players' lives and team dynamics away from the field generates significantly higher engagement than just match results or promotional announcements. Coaches and administrators should encourage and facilitate the creation of content that humanizes players, showcases their personalities, daily routines, community involvement, and personal stories. For instance, share short videos of training sessions, team meals, pre-game locker room energy, or even players discussing their favorite hobbies. This helps fans build a stronger emotional connection and loyalty to the team and its athletes.
Embrace and Optimize for Short-Form Video Formats, Especially Reels: The study found that Reels consistently drive the highest engagement rates for both men's and women's football content on Instagram, largely due to algorithmic preference. Coaches and administrators should educate their digital teams on creating compelling, short-form vertical videos. This means investing in tools or training for basic video editing, and encouraging players and staff to capture candid moments that can be quickly turned into engaging Reels. Moving away from heavy reliance on static images and towards dynamic video content is crucial for maximizing visibility and interaction.
Develop a Unique, Authenticity-Driven Branding Strategy for Women's Soccer: The research highlights that women's football benefits from a distinct content approach focused on storytelling, empowerment, and emotional connection, rather than simply copying the performance- and rivalry-driven content often seen in men's football. Administrators should define a clear brand identity for their women's teams that emphasizes these values. This could involve highlighting overcoming challenges, celebrating inclusivity, showcasing players as role models, and engaging with topics beyond just the game itself. Authenticity should be paramount; even sponsored content should be integrated subtly into meaningful narratives, as over-commercialization can reduce engagement. Consider involving more female content creators to ensure authentic perspectives are shared.
Author: Nour Abdelkader
You can read the entire Master’s thesis here.
