Social Strategy

Instagram
Instagram Demographics

With the Esports viewing figures increasing every year the

demographic for esports is constantly growing and evolving with the
average viewers being 16-35.

With Fnatic having teams in Fortnite, FIFA, CS:GO, Rainbow Six:

Siege, DOTA2, PUBG Mobile and League of Legends.

The age range of the fans is quite diverse with the younger fans
watching more Fortnite and FIFA and the older fans watching more
of League of Legends and CS:GO.
Demographics Interests

“Traditional gamers” who watch Counterstrike, Dota 2, and

League of Legends like following gaming content, they
gather around platforms like Steam and Discord, and are
interested in high gaming performance products and
brands.

The “sports games” audiences are primarily concerned with

actual sports, rather than the gaming tournaments. Typically
most members of the sports gaming community stick to
one game, segregating themselves from the rest. This
might also reflect a geographic segregation for example
gaming audiences in the UK play FIFA, while those in the US
tend to play more Madden and NBA 2K.
Instagram Feed
Instagram feed content overview

These pieces of content will act as a

foundation on what to post, additionally if Round Up Video Educational Posts
there is company updates, paid
promotions, posts from sponsors or
anything else these can also be posted on
the same day but at different times
allowing breathing room and time for the Projects Preview Team Thursday
content to populate onto the algorithm.

An example of a weekly Instagram post schedule

Fnatic Friday Schedule Saturday

Sunday Shop
Monday Round up video

Weekly round up video or graphic that

features content from what the different
teams did over the past week.

This videos should focus on gameplay,

reactions into webcams, and Twitch Chat /
Comment hype.

With these videos being high impact

action with high tempo music the
retention and watch through rate should
be quite high, along with tagging the
feature creators in the post the reach
should also be high.
Tuesday educational posts

Educational posts from the different titles Fnatic have teams

within.
Examples:
League of Legends, you could focus on champion builds
recommended by a pro player or coaches.

For Rainbow Six: Siege this could be best load outs, and
best positions of attack and defend on featured maps.
FIFA could focus on FUT building, and chemistry styles in
certain formations.

Dota2 could look at hero builds, and map placement.

PUBG and Fortnite could focus on map positioning,
rotations, and game winning loadouts. These posts can be a hybrid of static imagery and video content, allowing the
user to swipe through and educate themselves on the topic.
Example of sliding post: By making these posts swipe it adds an element of engagement to the post
https://www.instagram.com/p/CBll7ziHJhH/ retaining the viewers attention
Wednesday projects preview

Lifestyle over the shoulder photos,

screen captured images or videos that
preview up coming projects.

This can be something from a over the

shoulder photo with the monitor blurred
out to a screen recording of Photoshop
or Premier Pro where fans can see
content come to life through an access all
areas pass that we provide.

This content will make the Instagram

page feel more personable and give
people a look into the hard work that
goes on to create a project.
Thursday team

Unique animations that will showcase the key players from

each team.

These posts will feature the players most played characters,

most used weapon, most used team and much more
depending on the game title these animations will finish with
a standout clip the player has gotten.

These videos will be short and snappy, allowing the

audiences retention rate to be high for maximum engagement
and can be used as a funnel to get the main Fnatic audience
over to the other teams Instagram pages such as @fnatic.lol.
Example Video:
https://www.youtube.com/watch?v=krLWy6KySIU&ab_channel=GeorgeThornton/
Friday Fnatic

Fnatic Friday will feature posts around the

company, and team news, partners posts
or announcements.

These posts can be photos or videos and

announce any of the above topics in a
short snappy and compelling way to keep
the audience engaged.
Saturday schedule

Saturday’s post could be a schedule on

what's happening over the weekend and
the following week with tournament
fixtures and key creator stream/content,
this image should be easy to read and
split over a few pages if needed.
This graphic can also feature an end page
with all Fnatic’s socials and the discord
on, to encourage watch parties and the
community feel of the brand.
Sunday shop

Sunday’s focused post should be around

the Fnatic shop.

This post would be a 3D graphic

showcasing an item of merch or
hardware where the consumer can see all
details of the product.

Most people find themselves with nothing

to do on Sundays but online shop so it
could be a good idea to showcase some
merchandise to see if it increases the
orders.
Instagram posting notes

All posts should be proofed for spelling and checked against the brand guidelines in order to keep the most consistency
and honour to the Fnatic name as well as its featured partners.

If for whatever reason, there is no content prepared due to another incident, like COVID-19, missing days in order to keep
the content at its best will not effect the page.
However posting less than twice a week will majorly effect the growth, reach impressions and engagement of the page.

Working to a content calendar should mean all content is prepared two weeks in advance at the least.
Instagram stories
Instagram story content overview

These pieces of content will act as a

foundation on what to post, additionally if Ask Us Anything Trivia Tuesday
there is company updates, paid
promotions, posts from sponsors or
anything else these can also be added to
the story as this feature doesn’t need time
to populate, it still works in a Wallpaper Wednesday Reshare Posts
chronological order.
An example of a weekly Instagram story schedule

Fan Friday Saturday Social

Sunday Shop
Monday Ask Us Anything

Ask us Anything, by using the questions sticker we can invite the

fandom to ask any questions about Fnatic.

In the future the Ask us Anything stories could feature a takeover for
example Pro Players, Coaches, Key Staff Members.

This makes the overall account more personable and give fans the
chance to speak to Fnatic directly.

Example Mock-Up
Tuesday Trivia

Trivia Tuesday, by posting questions focusing on a specific topic or a range of

topics is a great way to keep fans engaged and keep the Fnatic Instagram
account active.

Trivia Tuesday could be broken down into certain games each week which
would target a smaller demographic of fans.

This could be used to filter them through to the specific game Instagram
accounts and the reverse by posting about the quiz on the game specific
account you can generate more traffic back to Fnatic's main account.

Example Mock-Up
Wednesday wallpaper

For Wednesday’s story a strategy for fans who can’t access merchandise is to
do wallpapers, this would be a series of images that are posted to the
Instagram story.
The fans just hold the screen in to remove the Instagram overlays and then
take a screenshot.

These images can be from the archives which will be edited to fit the ratio,
and then going forward can be uniquely created graphics and any new photos
from events.
Thursday Reshare

Thursday will be used to reshare posts from the Fnatic time link back to the
story to maximise the reach of content that has been posts.

In these In Case You Missed It Posts the content will be spread-out

throughout the day in order to keep a steady stream of traffic to the page.

We can also use this time to share anything appropriate that Fnatic is tagged
in by the fandom.

Example In case You Missed It Instagram Story:

https://www.youtube.com/watch?v=qJgTJiBmquI&feature
=youtu.be&ab_channel=GeorgeThornton
Friday fan

Fan Friday will be used to share any fan

art, photos of fans in merch, merch order
confirmation and arrival photos or videos.

By adding a small comment to each

reposted clip it will show the wider fan
base Fnatic cares and appreciates all
transactions and can also encourage
people to shop further to get shared onto
the account.
Saturday Social

Saturday will focus on creating a pipeline to other Fnatic social channels using
the Swipe Up feature on Instagram Stories this will drive traffic to TikTok,
Twitter, YouTube, Discord and Facebook by using graphics or videos on the
different content feature on the socials.

Going forward the Saturday can also be use for Story Takeovers. This will be
A Day In The Life styled content where we follow the day of a content creator,
a professional player, or key staff members.
Sunday Shop

Sunday Shop will be focused on

ecommerce conversion merchandise
offers, featured weekly products and back
in stock posts.

Most people find themselves with nothing

to do on Sundays but online shop so it
could be a good idea to showcase
merchandise with easy asceses swipe up
links to see if it increases the orders.
TikTok
TikTok demographics

As shown in the graphic you This will build a foundation of

can see the TikTok content and will increase the
Demographic break down, with discoverability of the account
a slightly more male as the clips will need to
dominated audience at 56% of implement trending songs, and
the users this caters well to hashtags where applicable.
the over all esports
demographics. Overall this will scale the
account quickly, once the
“90% of users visit the app account is in a good stage
more than once a day.” regarding interaction and
engagement, planned creative
The initial plan of action is to content can then be filtered in.
post at least twice a day to TikTok statistics taken from omnicore agency
TikTok focusing on clip content
from Fnatic’s content creators
and streamers.
Other TikTok esports accounts

Although FaZe Clan videos have huge viewing numbers,

the majority of their videos are Prank related and would
not suit the Fnatic brand.

Identifying some of the Esports Organisations with high engagement TikTok accounts, the familiar theme
here is that they all post pre-existing content such as game play, and just chatting clips as well as content
from creators' videos.
Fnatic account comparison

Using G2 as a point of comparison, it is

notable that G2 have a higher TikTok
following than Fnatic. This can be
attributed to G2 cross-posting between
TikTok and twitter with links to follow the
accounts. They have created a funnel for
the fans to be linked in on all their social
medias.

Fnatic is not cross-posting and linking to

other Fnatic socials, so the fans’ chances
of discovering the TikTok account is left
up to the algorithm. A method of
funnelling fans between Instagram and
TikTok is using the swipe up function in
Instagram stories to link to the TikTok
page, as suggested in Saturday’s Story
ideas.
TikTok future content overview

These TikTok posts can start to be added

when the account has scaled in followers. Round-Up Video Educational Posts
Posting them before the account's growth
is not beneficial, as the content will only
fall to a small audience, it would be best
to bank the content and roll it out in the
coming months. Web Wednesday Pre-Existing Content
An example of a weekly TikTok schedule

Project Preview/Sponsor
Fan Posts/FNC Ambassadors
Spotlight

Set-Up Sunday
Monday Round up Video Tuesday education

Using the weekly round up footage from The education posts will mirror the
the Instagram post, this can be Instagram post in video form, for example
reformatted in resolution to fit TikTok, this if it was focusing on map placement there
is something I am skilling in creating and would be gameplay footage with a
comfortable doing. voiceover, this content is well received on
Showing the best clips from the week TikTok and fans would love to hear
allows the page to showcase a montage directly from a pro player or a coach.
of the best moments, this is will be
displayed as a series, so fans know there
is more to come.
Wednesday web Thursday pre-existing content

Wednesday will feature items available in the Footage from office tours, to training rooms.
Fnatic shop, with 3D renders of the product This content allows the fans an all access areas pass to the facilities and
spinning in 360 degrees that can be editing to makes the fans feel more connected to the brand.
trending songs for the best reach.
This has previously been done on Fnatic's TikTok and only had 8k views,
At the end of a video, there will be an end slate when the audience has scaled there will be value in this type of content.
with the Fnatic shop weblink on it, and in the
written copy for the post there will be clear
information that the link to the shop is in the
TikTok bio, this can be housed via a LinkTree
meaning multiple links can be in the bio.
Friday Fnc ambassadors

Fan Friday will focus on content been tagged in to react to them.

provided or reposted from our
fans; it will feature Fnatic Not only does replying to fans
ambassadors dancing in their make their day, it makes the
merch to trending songs or account more personable by giving
recreating trending videos. back to the fandom.
A good example of someone With fans recreating dances and
creating the perfect content is trends in the merchandise its free
Fnatic’s own Caliee, it would be advertising and it can all be linked
great to work with her and identify back to showing an ends slate to
any fans who want to recreate the webstore address.
dances with her via the duet.

There is also an opportunity for

some of our pro players, coach's or
key staff members to duet some of
the gameplay clips Fnatic have
Link to Caliee:
https://www.tiktok.com/@caileetv/video/6871983994
825755906
Saturday project preview Sunday Set up

Saturday will focus on video content This content can firstly focus on players,
looking at how projects were created, a creators and staffs gaming set ups. It can
good example of this is the G2 Worlds then develop into a more rounded series
Jersey video. by focusing on essentials items for
Saturday can also focus on video content travelling, what they always carry and
featuring products from Fnatic’s sponsors, what's in your grab bag styled content.
for example the Monster Energy images
on Instagram, we can work ideas around These type of videos allow fans to see
the products and add trending themes to what their favourite players play on, and
boost the video’s performance. what they carry day to day.

Wolfiez Setup
https://www.tiktok.com/@exc
elesports/video/68634987447
https://www.tiktok.com/@g2esports/v
47330822
ideo/6876543784461602049
10 things Ninja can’t live without
https://www.youtube.com/watch?v=jFd
RIjP3MIw&ab_channel=GQ
TikTok posting notes

When the new season for each game starts, there is route we can take to produce short form reviewing content.

For example, LEC Spring Split review this will just be a 60 seconds weekly round up of what happened and current
standings.

This short form content can be produced exclusively for TikTok or can be planned to feature in longer form on
Instagram first, and then reedited in shorter form for TikTok.

Having running series and themes on TikTok makes the consumer come back the following week for the next update.
The brief
 2 Inspiration
Instagram Post
1

Like the speed/movement of close-

up clips and the overall mood:
5-page Instagram carousel focusing on the upcoming https://www.youtube.com/watch?v=p
Worlds Jade Jersey release. 3xsAF52p1Y&ab_channel=LogitechG

Image 1 in the carousel: 3D animation of the jersey Example of 360 degrees spinning
spinning in 360 degrees rotation on a neutral background. jersey:
3 4 https://www.youtube.com/watch?v=L
8pEEIP1NT8&ab_channel=rebrandy
Image 2 in the carousel: 3D animation of the jersey that
zooms in on the Fnatic crest to see more details.

Image 3 in the carousel: 3D animation of the jersey that

moves to a bird eyes view where we focus on the
shoulder details.

Image 4 in the carousel: 3D animation of the back of the 5 Quick example photoshop
jersey that focus on the LEC crown and fabric texture mock-ups for designers to
have a visual idea to go with
details.
text.

Image 5 in the carousel: Promotional details such as

release date and details to Shop.Fnatic website.
#AlwaysFnatic and Fnatic logo at the top of the page.
Instagram story Instagram story

Jersey on neutral Software screen capture

background, jersey to of the 3D modelling and
turn in a 360-degree animation process to be
rotation to upbeat edited together to create
electronic music, text on a short form upbeat
screen that says, teaser for a behind the
“Available now” and the scenes series that will
“Swipe Up to See feature on TikTok.
More” call to action that “Swipe Up to See The
links to Shop.Fnatic Full Series On Our
TikTok” call to action
that links to @Fnatic on
TikTok.
Example of Screen capture video:
https://www.tiktok.com/@g2esports/vide
o/6876543784461602049

Photoshop mock-up
TikTok post TikTok post

Full length videos from Another TikTok exclusive

the behind the scenes could be working with
footage to feature Caliee and asking her to
exclusively on TikTok, as showcase the new
teasers of this spreads jersey via dancing to a
out the content trending song, or just
produced by Fnatic and creating relevant content
creates a social funnel wearing the jersey.
for fans to access TikTok
quicker. As someone who is
already apart of Fnatic
If extra content from the and uses TikTok already
creation of the jersey, or these collaborative
creation of the graphics campaigns will be simple
is available this can also to execute, and perfect Link to Caliee:
exclusively be released for the TikTok https://www.tiktok.com/@caileetv/video/68
71983994825755906
for the TikTok audience. demographic.