In recent years, social media has become a critical tool for non-league football clubs to enhance their visibility and engagement. This trend is evident with clubs like Dorking Wanderers and Daisy Hill leveraging digital platforms to connect with fans and expand their reach.
Social Media’s Impact on Non-League Clubs
Football teams in the lower tiers are increasingly using social media to engage younger audiences and attract new supporters. This is especially important as clubs seek to broaden their market reach, strengthen community ties, and explore new marketing avenues.
Dorking Wanderers’ Digital Journey
Dorking Wanderers have experienced significant growth, currently competing at the top of the National League South. Their ascent has been accompanied by a creative documentary series titled *Dorking Uncovered*, launched in November 2020. This initiative, led by Rich Phippen, features weekly episodes showcasing the team’s journey and has garnered considerable attention.
- The Dorking Uncovered series has attracted around 210,000 subscribers on YouTube.
- Notable episodes, like the first featuring the Essex Senior Cup tie in November, received 220,000 views.
- The club has 55,000 followers on X, compared to Worthing’s 23,000.
- Bunch of Amateurs’ TikTok account has nearly 500,000 followers, with viral clips reaching up to 4 million views.
These efforts emphasize how engaging content can elevate a club’s profile, both locally and internationally.
Chesham United’s Unique Approach
Chesham United has also begun using documentary-style content to showcase their club. Directed by Alex Horne, known from the show *Taskmaster*, the series *All In: Chesham United* offers an introspective look at the club’s operations, launched in December 2022.
- Episodes are around 20 minutes long, featuring interviews and matchday experiences.
- The most-watched episode documented the women’s captain during a vital FA Cup match, gaining 60,000 views.
- In just four months, the series has attracted about 9,000 YouTube subscribers.
This human-centric approach resonates with fans, illustrating how storytelling can enhance community engagement and support.
Daisy Hill’s Revival Through Twitch
Daisy Hill faced severe financial difficulties in early 2025, with average match attendances of only 50. However, a significant turnaround occurred when Aaron Hunt, a Twitch streamer, began playing Football Manager 2024, managing the struggling club.
- Hunt has gained 415,000 followers on TikTok and 118,000 on Instagram.
- His involvement brought attention to Daisy Hill, significantly boosting game attendance.
- Their first match with Hunt involved over 900 spectators, partly due to influencer promotion.
After being appointed chairman, Hunt helped secure new sponsorships and funding, leading to a substantial financial boost for the club. Despite leaving, his impact is evident in Daisy Hill’s improved status in the league.
Conclusion: Embracing the Digital Age
The experiences of Dorking Wanderers and Daisy Hill illustrate the transformative power of social media in non-league football. By adopting innovative digital strategies, clubs can increase their visibility and financial stability. As non-league teams adapt to the changing landscape, it raises the question: is your club ready to embrace these opportunities?
