How the official World Cup Twitter account is counting down to the tournament

April 5, 2018

Club football will take centre stage for the next few months. But the underlying thought in the minds of football fans – and probably footballers themselves – will be the World Cup, which is only 70 days away.

With just a little over two months to go, the official FIFA World Cup social media account is ramping up its output.

For the last 25 days, the 100 days, 100 players campaign has given fans regular, curated content which has been well thought-out and has had media sourced specially for it.

It will have taken some leg-work to pull off, picking 100 stars and sourcing video, but when it gives you one piece of top-quality content each day, it’s very much worth it.

There are other ways to create countdown content, of course.

Counting down days with a different legend of the game is one way, but the other way the World Cup account does it is by taking one stat per day featuring the countdown number in question:

Staying with the theme of content which can be created well in advance, the account is also running its own World Cup style event on social media – and using the World Cup of Twitter format! But with actual World Cup branding and actual World Cup content.

They’ve picked out 16 of the best goals in World Cup history and drawn them together in a World Cup knockout round tournament.

But sometimes content can’t just be created in advance. Although we’ve seen that planning ahead has already led to three pieces of great content per day, the account doesn’t stop there: there are also some more general posts which are always going to be winners on social regardless of the account holder – such as Panini stickers and World Cup bloopers! Plenty of the video is optimised for mobile viewing, too.

But like all good official accounts, this isn’t just a place for engaging content for fans to enjoy recreationally. It’s also a place for the World Cup to play a public service and share news.

Above is a video supposed to help fans to learn a little bit of essential Russian vocab before traveling to the event in the summer, and also a tweet about news pertaining to some of the teams and players who are participating in the tournament.

As the club game takes centre stage once again, the World Cup isn’t completely off the agenda – it’s great to see such a wealth of content on social media counting down to the tournament.

About author

Chris McMullan
Chris McMullan 831 posts

Chris is a sports journalist and editor of Digital Sport - follow him on Twitter @CJMcMullan_

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