From Inconsistent Posting to a Thriving Multi-Platform Community
The Challenge
Oxford Cricket Club had a social media presence, but it wasn’t working. Posting was irregular, the content lacked a consistent tone, and the accounts weren’t growing. With around 5,000 monthly views across their platforms and no clear content strategy, the club was missing a significant opportunity to build the kind of digital community its cricketing pedigree deserved.
The club needed more than more posts. It needed a proper identity, a reliable content calendar, and a strategy that would bring new followers in whilst keeping existing members engaged across a long cricket season.
The Approach
ETDC developed a content strategy tailored specifically to Oxford Cricket Club’s audience and calendar. Posting frequency more than doubled across Facebook, Instagram, and TikTok, with each platform receiving content appropriate to its format and audience. Instagram reels and TikTok videos were introduced as a consistent format to capitalise on short-form video’s reach. Facebook continued as the primary community hub for older supporters.
Content themes were built around the club’s natural rhythms: new signings, match-day results, player milestones, presentation days, and behind-the-scenes moments. A new headshots session, regular team announcements, and player-focused content gave followers a reason to keep coming back. Stories were used actively throughout the season to drive day-to-day engagement between posts.
The Results: Last 12 Months
Across every meaningful metric, Oxford Cricket Club’s digital presence was transformed:
| 882K Total Impressions +177% | 20.96K Total Interactions +106% | 4,078 Total Followers +26% | 1,060 Posts Published +115% |
Instagram was the standout performer. Views on the platform increased by 349% to 570,740 — driven by a combination of reels, stories, and consistent posting. Interactions grew 49.7% to 5,800, with 5,235 likes, 139 comments, 49 saves, and 377 shares. The follower base grew by 22% to 1,345, with 245 new followers acquired in the period. Stories impressions reached 69,010 — a 274% increase — with an average reach of 202 per story.
TikTok
TikTok delivered the most dramatic growth of any single platform. Followers grew 138% to 511, video views reached 155,250 (+340%), and interactions increased by 275% to 4,219. The platform’s top video — a training reel featuring Finn McKeown — generated 6,130 views, 247 likes, and a 7.94% engagement rate. Profile views grew 157% to 2,452, reflecting a genuine increase in new audience discovery.
Facebook remained a strong community platform. Page visits grew 229% to 5,723, and post reach expanded significantly with an average of 14.49 per post (+34%). The most-viewed post — announcing Julian Laird’s MCC Day — generated 14,110 impressions. Interactions on Facebook posts grew 147% to 9,485, and the follower base grew by 15% to 2,222 with 471 new followers acquired over the year.
Standout Content
- Laird Shot Roulette: 25k views on YouTube alone.
- Christmas wish-list reel: 9,864 impressions, 755 interactions — the club’s highest-interaction post of the year
- New signing announcement (Gaajuran Ganagabalan): 7,221 impressions, 196 likes — most-liked Instagram post
- Julian Laird’s 168* milestone: engagement across Facebook, Instagram, and TikTok simultaneously
- Emilia Bartram named Italy Women’s captain: 2,976 views, 136 likes, 5 comments
- TikTok training reel (Finn McKeown): 6,130 views, 247 likes, 7.94% engagement rate on tiktok & an additional 7k on Instagram.
- Stories programme: 327 stories published (+276%), averaging 202 impressions each
“Inconsistent posting became a thriving multi-platform community. 882,000 impressions don’t lie.”