PERSONALISED PLAYER POSTS

This is one of my favourite matchday ideas of recent years! FC Utrecht made a personalised matchday graphic for every player in the squad. Same fixture, same template, but each player got their own version.

The designs weren't massively creative, but the idea is a gem and the best bit was, the players actually posted them, sharing their graphic to their own Stories and feeds ahead of kick-off.

Why does that matter?

Well we read a great article earlier from Shinkenso, who've mapped every national team's Instagram account against its most-followed player to see who has the most followers. Is it the team? Or is it their star man?

For Norway (604k followers), the gap is 66x; Erling Haaland's 40M followers are more than any national team account in the entire tournament, while his federation ranks 41st of 48. Austria (50x), Türkiye (47x), Croatia (45x) and Egypt (43x) tell the same story. Cristiano Ronaldo's Instagram alone is bigger than the combined following of the bottom 40 qualified nations.

For many teams, the biggest audience they can reach doesn't sit on their own account. It sits in their dressing room.

Which is what makes the FC Utrecht approach so smart. One well-built template became twenty-plus branded posts, each one landing in front of an audience the club account could never reach on its own. The lesson is in the system, not the graphic.

Personalisation at squad scale only works if the template is built for it from day one: locked layout, swappable player layer, export in minutes not hours.

That's exactly what we build at Playbook.

The clubs getting the most from social aren't posting more; they're just making assets their players actually want to share.