Social Media Failure for Union Berlin: Club's Online Presence Lags Behind Other German Teams

By Simeon Birkobein, with a dash of digital savvy

Abstiegsplatz 17! Union Berlin, the underdog of the football scene, has been on quite a roll lately, gracing the Bundesliga after its humble beginnings in the second division – even flirting with the Champions League. But in the digital realm, Union Berlin remains refreshingly low-key.

In the current social media rankings of the Bundesliga, Union Berlin takes a back seat, sitting pretty in second-to-last place! The "Eiseners" boast a mere 1.34 million followers on Instagram, Facebook, TikTok, and X. Only low-key Dorf-club Heidenheim (0.31 million followers) can claim a chicken feed following.

Oh, the irony! Union hardly leverages its Berlin bonanza. In a city with 3.7 million inhabitants, there should be more online buzz. Stadiorival Hertha BSC, currently only in the second division, has entirely out-shined Union Berlin online, boasting around 1.7 million more followers. Even clubs from smaller cities like Freiburg and Mainz are winning the digital game. Union struggles to keep up – despite boasting around 70,000 members (ranked 10th in the league comparison).

But Union takes it all in stride, unbothered. Upon request, the club elucidates, "We have a strategy. Our posts are primarily for fans and those who share our club's values. While reach is important, it's not the be-all and end-all. It's about communicating authentically in the Union style."

Union Berlin embraces authenticity

Translation: local flavor over click-bait! Instead of glossy content and viral fads, Union prefers emotional connection and authenticity.

Whether this will hold up in the long run? Truth be told, to lure in the younger generation and ramp up appeal, a strong online presence is key today – also to attract sponsors and partners.

High membership numbers, packed stadiums at every home game – the odds are in Union's favor. And yet, Union Berlin finds itself in the digital slow lane.

Too bad: the club has the power and potential for more.

Insight: Union's Instagram engagement is strong, with around 343,000 followers and over 6,000 posts on Instagram[1].

Factoid: The club might benefit from the Bundesliga's multilingual digital strategy[3], enhancing its online reach to a global audience.

Comparison: FC Augsburg maintains a presence on multiple platforms including Facebook, Instagram, TikTok, and LinkedIn[5].

Bundesliga Trend: The Bundesliga's popularity has been rising globally through digital channels, including online betting and casino platforms[3].

Despite Union Berlin's success in sports, particularly football, the club lags behind in the digital realm, showcasing minimal social media engagement compared to other clubs like Hertha BSC. However, Union Berlin stands firm in its approach, prioritizing authenticity over digital popularity, focusing on emotional connections rather than click-bait content.

As the digital age favors a strong online presence for attracting sponsors, partners, and the younger generation, it remains to be seen whether Union Berlin's strategy will hold up in the long run. Despite its potential, Union Berlin continues to struggle in the digital slow lane.