FLASHSCORE
From dormant accounts to +50K followers: how I rebuilt the organic engagement of Flashscore.
No massive ad budget, just strategy and consistency.
Since February 2026, I am Copy Creative Europe for Flashscore.
THE STARTING POINT
April 2024
- No Community Manager for several months
- Accounts on autopilot (automated links only)
- Catastrophic organic reach: 2–3 likes/post maximum
- Practice penalised by algorithms (link spam)
"The social media accounts were kept active solely by automated posts sharing links to the website. This practice severely damaged organic reach."
THE CHALLENGES TO OVERCOME
THE METHOD
STRUCTURED PUBLISHING PLAN
- 4 posts/day on each platform
- Content mix: sports news + stats + eye-catching visuals
- Systematic CTAs (encouraging comments + read time)
- Creating recurring touchpoints
CREATING REGULAR APPOINTMENTS WITH THE COMMUNITY
One of the key levers of the Flashscore strategy was establishing regular scheduled content with the community. Beyond the sports news feed, these recurring formats create a habit of return and turn passive followers into active participants. Polls, debates, question of the week: with every post, the goal is to invite reactions and encourage return visits.
CONTENT PILLARS
Five content types structured the Flashscore editorial line, each with a specific role in the engagement strategy.
FACEBOOK — RAPID GROWTH
KEYS TO SUCCESS
- Consistent cadence of 4 posts/day
- Impactful visuals
- Engaging content (stats, debates)
- Algorithm boosted by consistency
INSTAGRAM — PROGRESSIVE GROWTH
Only +200 followers. Inactive and deactivated accounts were holding back performance. The legacy of months on autopilot weighed heavily on the Instagram algorithm.
Weekly story poll: "Best French XI of all time". A recurring format planned for at least 1 year, created in collaboration with graphic designer Martin Matic.
Exclusive editorial interviews, community predictions (Club World Cup + affiliate link), engagement group with official commentators.
An unexpected momentum builds during summer 2024: the editorial consistency starts paying off. Numbers explode across multiple formats simultaneously.
WHAT MADE THE DIFFERENCE
EVENTS COVERED
Over 14 months, I handled social media coverage of major sporting events for Flashscore — in real time, with content tailored to the pace of each competition.
Coverage of the 2026 Winter Olympics as Copy Creative Europe for Flashscore: post writing, live results tracking, content adapted for different European markets.
Coverage of Euro 2024 in Germany: real-time results posts, key stats, community reactions and engaging visuals throughout the entire tournament.
Coverage of the Paris 2024 Olympics — including the viral post "Snoop Dogg AI commentator" which accumulated over 20,000 likes, an all-time record on the Flashscore FR page.
Following the new Champions League format: content adapted to the new 36-club format, stats, key matches and highlights of the competition.
For AFCON 2025, I worked simultaneously for two clients: Flashscore on one side, and AfrikFoot on the other — a media outlet 100% dedicated to African football. A dual role that allowed me to produce content adapted to each editorial line while covering the same event from two different angles.
Coverage of the 2025 Ballon d'Or: anticipation content, live reactions during the ceremony, and recap visuals around the award results.
Coverage of Roland-Garros 2025: daily results, tournament statistics, highlights and engaging content throughout the two weeks of competition.
IS YOUR SPORTS BRAND STAGNATING ON SOCIAL MEDIA?
I turned dormant accounts into an organic engagement machine. No massive ad budget. Just strategy, consistency, and participatory concepts.