A story of digital growth at Gloucestershire Cricket
15 January 2025
2024 will forever be remembered for the Gloucestershire’s Vitality Blast triumph, but the marked growth of the Club’s digital channels is also symbolic of the organisation’s continued momentum off the field.
In the year the Club won its first ever Business of Cricket Award for best Tickets or Membership Sales & Marketing Campaign of the Year for its T20 Vitality Blast marketing campaign, online engagement reached record numbers.
A desire to increase frequency of online messages, saw the number of posts published to Club channels grow 43.3% from 4957 to 7101. This led to a 30% impression rate increase from 3.11m to 4.05m and a 62.9% rise in post engagements from 1.3m to 2.1m.
Video content across Gloucestershire’s digital platforms also soared, with a staggering 380% jump in multi-channel views from 4.4m to 21.3m.
A full breakdown of the Club’s year-on-year digital growth:
| 2023 | 2024 | % change | |
|---|---|---|---|
| Post frequency | 4,957 | 7,101 | 43.4% |
| Impressions | 3.11m | 4.05m | 30.0% |
| Engagements (likes, reactions, comments, shares) | 1.30m | 2.13m | 62.9% |
| Engagement rate | 4.2% | 5.3% | 25.2% |
| New followers | 11,183 | 16,683 | 49.2% |
| Video views | 4.44m* | 21.3m* | 380.3% |
| Profile visits | 0.17m | 0.23m | 34.4% |
*Views include posts in which Gloucestershire Cricket is a secondary collaborator. Video views are the only metrics available for these types of posts.
Reporting statistics are collected from Instagram, Facebook, X, LinkedIn, TikTok and YouTube.
Reflecting on Gloucestershire’s record-breaking year in digital, Interim Chief Executive Neil Priscott said:
“2024 was a historic year for the Club, which saw us lift silverware on and off the field. Great credit is due to our hard-working commercial team, with the Club’s digital engagement growing across the board.
"This is further proof of our gathering momentum and we look forward to setting some more important digital milestones later this year with further planned improvements.”
The three most viewed moments across digital in 2024 were the announcement of Cameron Bancroft re-signing for the Club, James Bracey’s stunning one-hander to tie with Glamorgan at Cheltenham College, and the Vitality Blast trophy win.
If you are interested in becoming a digital partner of Gloucestershire Cricket, please contact joe.kaniecki@glosccc.co.uk
