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 the year, Oxford Cricket Club’s combined social presence grew significantly:
- Combined followers up 28%
- Combined views up 194% – reaching 1.27 million over the year
- Combined interactions up 119%
- Reels performance told a similar story – Facebook Reels interactions were up over 300% year-on-year, showing short-form video landing exactly where the audience was moving.
Commercial Impact
The growth in reach, engagement and content quality has translated directly into commercial value for the club — helping secure both player and headline sponsorship over the course of the year, alongside a stronger platform for recruiting new signings and promoting club events.
Summary
In a year, Oxford Cricket Club went from a quiet social presence to a genuine content engine — nearly 1.3 million impressions, a following up by more than a quarter, and content that’s now directly supporting sponsorship and player recruitment. It’s a clear example of what a consistent, story-led strategy can do for a club at this level.
“Teddie has completely changed how Oxford Cricket Club looks and feels online. From designing all our graphics to running content days and shooting a mini series for the club, he’s brought a real professionalism to everything we put out. The numbers back it up too — we’ve gone from around 5,000 views a month to just under 900,000 in a season. He gets cricket, he gets the club, and it shows in the content.” – J. Wilkins – 1XI Captain.
“Inconsistent posting became a thriving multi-platform community.“