How many times a week should a sports club post?

Three to five times a week on your main platform, plus Stories on most days you train or play. That's enough to stay in front of parents and players without burning out your coaches. If you can only manage two good posts a week, do two, and make them game footage.

A realistic weekly rhythm for a club, academy or facility:

What should a sports club post?

Your own games and training, first. Parents want to see the level, the coaching and their kids. Players want to see themselves. Sponsors want to see an audience. Stock photos and generic quotes do none of that. Real footage from your own field, rink or court does all three.

Even 100 kids under 14 is an audience, because their parents watch and share everything. Put the training footage out there. That's how a small club builds the reach sponsors pay for, and it's how families decide which club or camp to choose.

Other posts that earn their place:

• Coach tips: one skill, under a minute.
• Player progress: a before and after, or a "first goal" moment.
• Member stories for facilities: why they joined, who they play with.
• What's open: dates, deadlines and a link to register.
• Sponsor moments: their logo on the shirt in a great clip, not a flat "thanks to our sponsor" graphic.

Which social media platforms should a sports club use?

Facebook and Instagram for most clubs, with YouTube for longer highlights. Pew Research found 84% of US adults use YouTube and 71% use Facebook, rising to 80% of 30 to 49 year olds, which is most of your parents. About half of adults use Instagram, and eight in ten adults aged 18 to 29.

How I'd split it:

• Youth clubs and academies (selling to parents): Facebook and Instagram, with the same reel on both. YouTube for full games or longer highlights.
• Adult facilities (golf simulators, pickleball, padel): Instagram first, then Facebook for local groups and events.
• TikTok: worth testing if your players are teenagers and want to film. 37% of US adults use it, per Pew.

/Sources: 84% ... 71% ... 80% of 30 to 49 ... half ... eight in ten ... 37%

Does posting on social media actually get more registrations?

It does when posts point somewhere. Views on their own don't fill a camp. Footage builds trust, and a clear next step turns that trust into registrations: a link to the camp page, the tryout date, a short form. Every few posts should tell people exactly what's open and how to register.

BC Prep is our clearest example. Its reels, posts and ads got 600K+ views, and it got 400 leads in 6 months at under $7 a lead, plus 175+ camp sign-ups. The views are the start. The leads and sign-ups are what counted.

/Sources: BC Prep case study

How do you keep posting through a whole season?

Make filming part of practice, not a separate job. Pick one parent, coach or player to film each session on a phone, use a shared folder, and batch the editing once a week. A simple monthly plan, built around your registration dates, means you're never deciding what to post on the day.

A system that works without a full-time person:

1. One filmer per session, on a rota. Phones are fine.
2. One shared folder for all clips, named by date.
3. One editing block a week to cut highlights and coach tips.
4. A monthly plan built around what's open next: tryouts, camps, leagues, renewals.
5. Permission sorted at registration, so you can post players' footage without chasing parents.

What should a club measure on social media?

Registrations, members and sponsor interest, not likes. Track how many people clicked through to register, how many forms came in from social and which posts drove them. Views and followers are useful early signs, but the payoff is registrations, bookings and revenue.