{"id":19478,"date":"2025-12-11T09:00:18","date_gmt":"2025-12-11T09:00:18","guid":{"rendered":"https:\/\/emplifistg.wpenginepowered.com\/?post_type=resource_posts&#038;p=19478"},"modified":"2025-12-11T17:16:50","modified_gmt":"2025-12-11T17:16:50","slug":"inside-psgs-global-social-playbook","status":"publish","type":"resource_posts","link":"https:\/\/emplifi.io\/resources\/blog\/inside-psgs-global-social-playbook\/","title":{"rendered":"Blog: Inside PSG\u2019s global social playbook: How the club keeps fans engaged all year long"},"content":{"rendered":"","protected":false},"featured_media":19479,"parent":3412,"menu_order":0,"template":"page-templates\/resource-blog.php","resource_topics_tax":[57,51],"resource_types_tax":[48],"resource_industries_tax":[108],"resource_visibility_tax":[],"class_list":["post-19478","resource_posts","type-resource_posts","status-publish","has-post-thumbnail","hentry","resource_topics_tax-community-management","resource_topics_tax-social-media-management","resource_types_tax-blogs","resource_industries_tax-sports"],"acf":{"page_cta_group":{"show_section":true,"use_global_cta":true,"section_subhead":"","section_headline":"","section_text_left":"","section_text_right":"","section_button":""},"awards_group":{"show_section":true,"use_global_awards_text":true,"section_subhead":"","section_headline":"","section_text":"","use_global_awards":true,"awards":false},"resource_description":"From surprise music collabs to lightning-fast match day posts, PSG\u2019s social team runs one of the most sophisticated operations in global sports marketing.","hero_headline":"Inside PSG\u2019s global social media playbook: How the club keeps fans engaged all year long","content_builder":[{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p><span style=\"font-weight: 400;\">With over 230 million followers worldwide, Paris Saint-Germain (PSG) is more than a football club, it\u2019s a global lifestyle brand at the intersection of sport, fashion, and culture. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">From surprise music collabs to lightning-fast matchday posts, PSG\u2019s social team runs one of the most sophisticated operations in global sports marketing. We sat down with their Digital Content Analyst to discuss how they keep fans engaged 24\/7, balance local relevance with brand DNA, and turn social buzz into measurable business value.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h2>1. Your Fanzone combines tickets, merch, sponsors, and fan content. How do you keep fans engaged during off-season periods?<\/h2>\n<p><span style=\"font-weight: 400;\">We\u2019ve learned that collaborations beyond football, like in music, fashion, or lifestyle, often resonate even more with fans during the off-season. For example, when our players attended NBA Paris or collaborated with Brazilian artist MC Menor JP, those posts generated huge engagement, <\/span><span style=\"font-weight: 400;\">even surpassing some Champions League content<\/span><span style=\"font-weight: 400;\">. Interestingly, some non\u2013match content has outperformed match-day posts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These \u201cnon-match\u201d moments keep the emotional connection alive year-round, reminding fans that PSG is more than just what\u2019s happening on the pitch.<\/span><\/p>\n"},{"acf_fc_layout":"video_embed","video_embed_group":{"video_type":"vimeo","vimeo_embed":"<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@psg\/video\/7518472240732589334\" data-video-id=\"7518472240732589334\" style=\"max-width: 605px;min-width: 325px;\" > <section> <a target=\"_blank\" title=\"@psg\" href=\"https:\/\/www.tiktok.com\/@psg?refer=embed\">@psg<\/a> <p>A parting gift \ud83c\udf81 \ud83c\udfc0  Our guys unbox their custom @lakers jerseys! \ud83d\ude0d<\/p> <a target=\"_blank\" title=\"\u266c original sound - psg\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7518472297121811222?refer=embed\">\u266c original sound - psg<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>","wistia_embed":"s3lqfi0zn7","youtube_embed":"<iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/GevhhrjhT4s\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>"}},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>2. How do you adapt your content for global audiences while keeping PSG\u2019s DNA intact?<span style=\"font-weight: 400;\"><br \/>\n<\/span><i><\/i><\/h2>\n<p><span style=\"font-weight: 400;\">Only <\/span><span style=\"font-weight: 400;\">Less than<\/span><span style=\"font-weight: 400;\"> 10% of our fanbase is in France, so adapting for international fans is a priority. We work with local agencies in markets like the US and Asia, monitor local trends (for example TikTok sounds), and even geoblock certain content when it performs best in specific territories. The challenge is to stay relevant locally without losing our unique PSG identity. This being said, smaller markets give us the opportunity to be more creative and innovate with the styles and types of posts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, TikTok, Instagram,<\/span><span style=\"font-weight: 400;\"> Youtube<\/span><span style=\"font-weight: 400;\"> and X are priorities, but in Asia, we also activate on platforms like Douyin, Weibo, and LINE, channels that are essential for connecting with younger fans. In some markets, we co-create content with local influencers who help us translate PSG\u2019s identity into the local culture, while keeping the club\u2019s core colors, crest, and \u201cParisian spirit\u201d at the heart of everything.<\/span><\/p>\n"},{"acf_fc_layout":"video_embed","video_embed_group":{"video_type":"vimeo","vimeo_embed":"<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@psg\/video\/7576977652813171990\" data-video-id=\"7576977652813171990\" style=\"max-width: 605px;min-width: 325px;\" > <section> <a target=\"_blank\" title=\"@psg\" href=\"https:\/\/www.tiktok.com\/@psg?refer=embed\">@psg<\/a> \ud83d\udd1f Notre nouveau maillot fourth <a title=\"psgxjordan\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/psgxjordan?refer=embed\">#PSGxJordan<\/a> <a title=\"foryou\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/foryou?refer=embed\">#foryou<\/a> <a target=\"_blank\" title=\"\u266c Way down We Go - KALEO\" href=\"https:\/\/www.tiktok.com\/music\/Way-down-We-Go-6704985044194166786?refer=embed\">\u266c Way down We Go - KALEO<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>","wistia_embed":"s3lqfi0zn7","youtube_embed":"<iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/GevhhrjhT4s\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>"}},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>3. What KPIs really matter to you when measuring social media success?<span style=\"font-weight: 400;\"><br \/>\n<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We\u2019ve shifted from simply counting followers to focusing on reach and engagement. For example, 75% of our content is viewed by people who don\u2019t even follow PSG. We track KPIs like engagements per post, video views, and benchmark ourselves against 1,400+ clubs worldwide. This helps us show sponsors that social is not just about visibility,\u00a0 it drives real value and global brand exposure.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We also monitor sentiment and share of voice across major markets, as well as performance on sponsor-linked content &#8211; for example, co-branded posts or partner integrations. Tying social metrics to measurable business outcomes, like uplift in partner visibility or merchandise sales, helps us demonstrate that engagement translates into real-world value.<\/span><\/p>\n"},{"acf_fc_layout":"video_embed","video_embed_group":{"video_type":"vimeo","vimeo_embed":"<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@psg\/video\/7515639108207693078\" data-video-id=\"7515639108207693078\" style=\"max-width: 605px;min-width: 325px;\" > <section> <a target=\"_blank\" title=\"@psg\" href=\"https:\/\/www.tiktok.com\/@psg?refer=embed\">@psg<\/a> Our colors flying in Venice Beach ! \u2764\ufe0f\ud83d\udc99<a title=\"fifacwc\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fifacwc?refer=embed\">#fifacwc<\/a> <a target=\"_blank\" title=\"\u266c California Sunset - oligarwil\" href=\"https:\/\/www.tiktok.com\/music\/California-Sunset-7376167473171335179?refer=embed\">\u266c California Sunset - oligarwil<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>","wistia_embed":"s3lqfi0zn7","youtube_embed":"<iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/GevhhrjhT4s\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>"}},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>4. Can you share an example of when you had to react instantly on social media?<span style=\"font-weight: 400;\"><br \/>\n<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It happens all the time in football. We live at the pace of the matches. For example, during the Champions League, our team needs to be ready within seconds to post. We anticipate many scenarios, like a win or a major signing, but we also stay flexible for unexpected events. This requires tight coordination between our digital, corporate, and sports communication teams, plus 24\/7 monitoring. Social listening helps us stay on top of trends and understand the fan sentiment to make sure we stay relevant.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sometimes we\u2019ll publish a post within seconds of a decisive goal. We prepare multiple outcomes and have pre-approved templates ready so that no matter what happens on the pitch, our response is instant and authentic. That level of readiness is key to keeping pace with fans\u2019 emotions in real time.<\/span><\/p>\n"},{"acf_fc_layout":"video_embed","video_embed_group":{"video_type":"vimeo","vimeo_embed":"<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@psg\/video\/7510724115284725014\" data-video-id=\"7510724115284725014\" style=\"max-width: 605px;min-width: 325px;\" > <section> <a target=\"_blank\" title=\"@psg\" href=\"https:\/\/www.tiktok.com\/@psg?refer=embed\">@psg<\/a> DANS L\u2019HISTOIRE \u2764\ufe0f\ud83d\udc99 <a title=\"ucl\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/ucl?refer=embed\">#ucl<\/a> <a title=\"uclfinal\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/uclfinal?refer=embed\">#uclfinal<\/a> <a title=\"psg\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/psg?refer=embed\">#psg<\/a> <a title=\"championsleague\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/championsleague?refer=embed\">#championsleague<\/a> <a target=\"_blank\" title=\"\u266c LEGACY 2 - Ogryzek\" href=\"https:\/\/www.tiktok.com\/music\/LEGACY-2-7481320831231248401?refer=embed\">\u266c LEGACY 2 - Ogryzek<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>","wistia_embed":"s3lqfi0zn7","youtube_embed":"<iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/GevhhrjhT4s\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>"}},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>5. Big moments (like transfers or kit launches) get huge spikes, but you also share regular behind-the-scenes. How do you balance the two types of content?<\/h2>\n<p><b><\/b><span style=\"font-weight: 400;\">For big moments like kit launches or transfers, there\u2019s a lot of anticipation and preparation, but also a need for flexibility. We balance this with everyday content that builds intimacy, like behind-the-scenes clips, because it\u2019s those daily touchpoints that make fans feel closer to the club. Both are essential to building long-term engagement.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">For example, during kit launches, we\u2019ll mix the high-production hero videos with casual locker-room or training-ground moments. Even small, spontaneous posts, a quick laugh in the tunnel, a look inside the players\u2019 travel day, help humanise the club and make fans feel part of our world.<\/span><\/p>\n"},{"acf_fc_layout":"video_embed","video_embed_group":{"video_type":"vimeo","vimeo_embed":"<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@psg\/video\/7578118780052622614\" data-video-id=\"7578118780052622614\" style=\"max-width: 605px;min-width: 325px;\" > <section> <a target=\"_blank\" title=\"@psg\" href=\"https:\/\/www.tiktok.com\/@psg?refer=embed\">@psg<\/a> <p>Une rencontre de r\u00eave \ud83e\udd29<\/p> <a target=\"_blank\" title=\"\u266c son original - psg\" href=\"https:\/\/www.tiktok.com\/music\/son-original-7578118779347946262?refer=embed\">\u266c son original - psg<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>","wistia_embed":"s3lqfi0zn7","youtube_embed":"<iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/GevhhrjhT4s\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>"}},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2 data-start=\"188\" data-end=\"240\">Bringing global fan engagement to the next level<\/h2>\n<p data-start=\"593\" data-end=\"967\">PSG\u2019s approach shows what modern sports marketing demands: real-time content agility, globally relevant storytelling, and a deep understanding of fan culture that extends far beyond match day. By blending high-impact moments with everyday authenticity, their team keeps more than 230 million fans connected to the club\u2019s identity\u2014no matter the season, timezone, or platform.<\/p>\n<p data-start=\"969\" data-end=\"1266\">At Emplifi, we help sports organizations achieve that same level of excellence. From unified social media workflows to advanced listening, benchmarking, and AI-powered insights, Emplifi gives teams the tools they need to scale engagement, activate global audiences, and prove real business impact.<\/p>\n<p data-start=\"1268\" data-end=\"1429\"><strong data-start=\"1268\" data-end=\"1429\">Ready to elevate your social strategy and turn your fanbase into a global growth engine? <a href=\"https:\/\/emplifi.io\/demo\/\" target=\"_blank\" rel=\"noopener\">Get a free demo<\/a> and see how Emplifi can power your next big win.<\/strong><\/p>\n"}],"sidebar_type":"sticky","sidebar_builder":[{"acf_fc_layout":"table_of_contents","title":"TABLE OF CONTENTS","type":"automatic","links":false}],"resource_feed_group":{"show_section":true,"section_subhead":"","section_headline":"Insights from Emplifi","section_text":"<p>Explore our latest blogs and comprehensive guides designed to help you master customer experience strategies and drive growth.<\/p>\n","feed_type":"resources","use_recent_resources":true,"topic_filter":51,"resources":false,"custom_links":false},"remove_gtm":false,"custom_card_title":"Inside PSG\u2019s global social media playbook: How the club keeps fans engaged all year long","hero_hide_subhead":true,"left_sidebar_add_cta":true,"faqs_group":{"show_section":false,"section_subhead":"","section_headline":"","section_text":"","faqs":[{"title":"What\u2019s the difference between nano influencers and micro influencers?","content":"<p><span style=\"font-weight: 400;\">Nano influencers typically have 1,000\u201310,000 followers, while <\/span><a href=\"https:\/\/emplifi.io\/resources\/blog\/micro-influencer-strategy\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">micro influencers<\/span><\/a><span style=\"font-weight: 400;\"> usually sit between 10,000\u2013100,000. Nano influencers often have higher engagement rates because their smaller communities feel more personal and connected. Micro-influencers can offer a bit more reach, but nano influencers usually bring unmatched authenticity.<\/span><\/p>\n"},{"title":"How much does it cost to work with nano influencers?","content":"<p><span style=\"font-weight: 400;\">Nano influencers are the most cost-effective tier, with many posting in exchange for free products or small fees ranging from $10\u2013$100 per post. That\u2019s significantly cheaper than macro- or celebrity influencers, who can charge thousands per collaboration. This makes nano influencers ideal for brands of any size, especially those with smaller budgets.<\/span><\/p>\n"},{"title":"How do I measure the success of a nano influencer campaign?","content":"<p><span style=\"font-weight: 400;\">The best way to measure success is by tracking engagement, clicks, conversions, and <\/span><a href=\"https:\/\/emplifi.io\/resources\/blog\/sentiment-analysis\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">brand sentiment.<\/span><\/a><span style=\"font-weight: 400;\"> For example, UTM links or promo codes can give you clear visibility into how many sales came directly from an influencer\u2019s post. Beyond the numbers, pay attention to the buzz and trust generated around your brand &#8211; it\u2019s often just as valuable.<\/span><\/p>\n"},{"title":"Can nano influencers work for B2B brands, or just consumer products?","content":"<p><span style=\"font-weight: 400;\">Nano influencers aren\u2019t limited to consumer goods &#8211; they can be powerful in B2B too. For example, niche experts or professionals with smaller but engaged LinkedIn or Twitter\/X followings can drive meaningful conversations and leads. The principle is the same: smaller audiences, higher trust, and more influence within their community.<\/span><\/p>\n"}],"disclaimer_text":"","add_additional_sections":false,"additional_faq_sections":false},"hero_read_time":"4","hero_button":{"title":"Get a demo","url":"https:\/\/emplifi.io\/demo\/","target":"_blank"},"left_sidebar_cta_headline":"Want to engage fans with the same speed, creativity, and global impact as PSG? ","left_sidebar_cta_text":"","left_sidebar_cta_button":{"title":"Get a demo","url":"https:\/\/emplifi.io\/demo\/","target":"_blank"},"sidebar_left_featured_resource":15870,"hero_image":{"ID":19479,"id":19479,"title":"EMP999-Blog PSG Q&A Feature","filename":"EMP999-Blog-PSG-QA-Feature.webp","filesize":203182,"url":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/12\/EMP999-Blog-PSG-QA-Feature.webp","link":"https:\/\/emplifi.io\/resources\/blog\/inside-psgs-global-social-playbook\/emp999-blog-psg-qa-feature\/","alt":"","author":"29","description":"","caption":"","name":"emp999-blog-psg-qa-feature","status":"inherit","uploaded_to":19478,"date":"2025-12-10 16:06:47","modified":"2025-12-10 16:06:47","menu_order":0,"mime_type":"image\/webp","type":"image","subtype":"webp","icon":"https:\/\/emplifi.io\/wp-includes\/images\/media\/default.png","width":1200,"height":600,"sizes":{"thumbnail":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/12\/EMP999-Blog-PSG-QA-Feature-150x150.webp","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/12\/EMP999-Blog-PSG-QA-Feature-300x150.webp","medium-width":300,"medium-height":150,"medium_large":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/12\/EMP999-Blog-PSG-QA-Feature-768x384.webp","medium_large-width":768,"medium_large-height":384,"large":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/12\/EMP999-Blog-PSG-QA-Feature-1024x512.webp","large-width":1024,"large-height":512,"1536x1536":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/12\/EMP999-Blog-PSG-QA-Feature.webp","1536x1536-width":1200,"1536x1536-height":600,"2048x2048":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/12\/EMP999-Blog-PSG-QA-Feature.webp","2048x2048-width":1200,"2048x2048-height":600,"fullscreen":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/12\/EMP999-Blog-PSG-QA-Feature.webp","fullscreen-width":1200,"fullscreen-height":600,"menu-24x24":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/12\/EMP999-Blog-PSG-QA-Feature-24x12.webp","menu-24x24-width":24,"menu-24x24-height":12,"menu-36x36":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/12\/EMP999-Blog-PSG-QA-Feature-36x18.webp","menu-36x36-width":36,"menu-36x36-height":18,"menu-48x48":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/12\/EMP999-Blog-PSG-QA-Feature-48x24.webp","menu-48x48-width":48,"menu-48x48-height":24}},"author":19518},"_links":{"self":[{"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_posts\/19478","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_posts"}],"about":[{"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/types\/resource_posts"}],"up":[{"embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_posts\/3412"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/media\/19479"}],"wp:attachment":[{"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/media?parent=19478"}],"wp:term":[{"taxonomy":"resource_topics_tax","embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_topics_tax?post=19478"},{"taxonomy":"resource_types_tax","embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_types_tax?post=19478"},{"taxonomy":"resource_industries_tax","embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_industries_tax?post=19478"},{"taxonomy":"resource_visibility_tax","embeddable":true,"href":"https:\/\/emplifi.io\/wp-json\/wp\/v2\/resource_visibility_tax?post=19478"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}