Bayern Munich has been crowned the Bundesliga's social media champions, following an evaluation by the International Football Institute of all 18 clubs' social media channels for the 2024/25 season. Metrics included follower counts, posting frequency, reach, and engagement across platforms such as YouTube, Instagram, Facebook, and TikTok. Borussia Dortmund claimed second place, while surprising third-place went to FC Heidenheim, a club newly established in the league. Notably, Holstein Kiel fared well despite previous league challenges, whereas RB Leipzig and TSG Hoffenheim finished in the bottom tier.
The International Football Institute created a metric based on evaluations of all social media channels of the Bundesliga clubs over the 2024/25 season. The evaluated mediums were YouTube, Instagram, Facebook, and TikTok. The number of followers, posting frequency, reach of videos/reels, and interaction and growth rates were all taken into account to calculate a 'social media index figure', which was put into a ranked table.
Bayern Munich was officially crowned the social media champions of the Bundesliga, topping the ranks ahead of Borussia Dortmund, who secured second place as the second largest club in Germany. The third-place finish by humble FC Heidenheim, having only completed their second season in the Bundesliga, is a remarkable feat.
Despite finishing last in the league, Holstein Kiel placed mid-table at tenth in social media rankings, outperforming many expected teams like Werder Bremen and SC Freiburg. Meanwhile, Union Berlin had a disappointing finish near the bottom, despite a loyal fanbase.
RB Leipzig and TSG Hoffenheim, regarded as some of the most disliked clubs in Germany, found themselves in the bottom three of the social media rankings, with Hoffenheim finishing dead last.
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