Every Premier League club's most engaged with Instagram post from 2022

Excluding Reels, here's a look at every Premier League club's most engaged with Instagram?post from 2022 so far and what we can learn from them...

20) Southampton (95k likes, 217 comments)

This is the first of 14 collaborator posts in this list, 11 of which are with the Premier League account, showing how valuable it is for clubs to be able to leverage other audiences through platform features. It's also worth noting this is a carousel post, a trend that emerges in this list too.?

19) Brighton?(112k likes, 284 comments)

A second Premier League collaborator post and the second carousel in this list too. Nice copy and a simple image shared off the back of that 3-3 match between Liverpool and Brighton.?

18) Crystal Palace?(114k likes, 258 comments)

And a third Premier League collaborator post and a third carousel... Again, simple in terms of copy and assets and latching onto a big result.??

17) Wolves?(130k likes, 571 comments)

Wolves' most engaged with post is a photo from the mini footballer trend back in January... Would imagine engagement has been bolstered slightly by using a picture with Ronaldo in too.

16) Fulham (153k likes, 689 comments)

The first and only player x club collaboration in this list. These have been really nice this year for signings and announcements and make perfect sense for both parties in terms of reaching new, warm audiences on socials.?

15) Leicester?(167k likes, 214 comments)

A fourth Premier League collaborator post and the fourth carousel in this list too. This was shared following Maddison's England call up and goal against West Ham, latching onto the wider conversation.?

14) Bournemouth?(180k likes, 510 comments)

Surprise... a fifth Premier League collaborator post. A nice, simple graphic following the news that Michael B. Jordan had become a part owner of AFC Bournemouth. Big news + big names = engagement.

13) Newcastle?(213k likes, 853 comments)

The fifth carousel and the sixth Premier League collaborator post. This one shows a simple stat and picture, celebrating Almiron's form this season.

12) Brentford (259k likes, 1.6k comments)

A seventh Premier League collaborator post. A Premier League branded full-time graphic marking Brentford's huge win at the Etihad and Ivan Toney's?performance.?

11) Leeds?(2.3m views, 290k likes, 495 comments)

Leeds' most engaged with post is the eight Premier League collaborator post in this list. A throwback to Bamford's securing a hat-trick against Villa back in 2020, interesting the first of two that use video content.

10) West Ham?(2,m views, 309k likes, 628 comments)

Another video and another Premier League collaborator post - the ninth. Fun copy that works for both parties teamed with a great goal to mark a player's birthday. Simple but really nice.?

9) Everton?(379k likes, 4.6k comments)

Another collaboration but this time with the incoming manager, Frank Lampard. A nice?way to do?it and this marries?up with Everton's most liked tweet,?which was also focussed on the news of Lampard's arrival.?

8) Nottingham Forest?(539k likes, 4.6k comments)

A tenth Premier League collaborator post. News of a new signing, something that might have previously been shared to the Premier League's account via a 'repost' but when done with the collaboration feature offers much more direct value to the club.?

7) Arsenal?(576k likes, 4.9k comments)

It's quite surprising this is Arsenal's most engaging post, especially considering the start they've had to 2022/23 and the fact that they're currently top of the table. This picture of Bukayo Saka on international duty at the World Cup shows the pull and importance of players, especially when they're performing at their best.

6) Aston Villa?(1m likes, 2.6k comments)

Premier League collaborator post number eleven - the final one in this thread, which really hammers home how impactful leveraging the Premier League's huge Instagram audience (61.8m) can be for the clubs. It's also a great way for the club and the league to inject themselves into the conversation around Argentina's World Cup win.?

5) Spurs (1.1m?likes, 77.1k comments)

Spurs' most engaging post...

1) Gives fans a chance to win something exclusive

2) Utilises the collaborator post?feature with digital publisher 433

3)?Features one of the club's best-known players

Three things that almost guarantee higher rates of engagement.

4) Liverpool?(8.9m views, 1.6m likes,?5.6k?comments)

This simple video compilation of Liverpool's 11 penalties from that crazy shoot-out in the EFL Cup Final was their most engaging post on Instagram.?

3) Man City?(2.7k likes, 36.8k comments)

The same as their most popular post on Twitter, Haaland's announcement reinforces the idea that big players/big moments = engagement.?

2) Chelsea (4.4m likes, 3.7k comments)

Chelsea's most engaging post was this selfie of Kai Havertz following his penalty in extra time, which saw Chelsea win the FIFA Club World Cup. Rather than a graphic or high quality photography, it's an in the moment, mobile photo showing the hero of the match that resonated most with fans.??

1) Man Utd (4.6m likes, 165.5k comments)

No surprises here. Man Utd's most engaging post on Instagram is the same as their most liked post on Twitter this year: announcing Ronaldo's departure.

To summarise...

- Strategic collaborator posts are clearly really valuable. 14 of the 20 posts here used them, 11 of them did so with the Premier League account. For clubs, being able to leverage other audiences in this way is a great means of extending the reach of posts.

- As we've seen elsewhere, it's the big moments, big names and breaking news that feature highly and drive high levels of engagement. If something big or noteworthy has happened, people want to take to socials to engage and share their feelings on the topic.

- Instagram carousels feature and clearly drive higher engagement, but no mixed-media carousels with video and photos feature here. This is really surprising as these can drive really high numbers, so there's a chance that they're being underutilised.