The debate over what kind of content Kenyan football clubs should share on social media has raged on with fervor. Fans, pundits and even players have thrown their hats into the ring, each with their own opinion on what should be prioritized—be it match reports, player profiles or behind-the-scenes footage. But let’s cut to the chase: the content strategy of a football club’s social media is largely driven by traffic, interactions and engagement. And guess what? Entertainment content reigns supreme.
If you’re one of those who think social media should be a somber space reserved for breaking news and serious analysis, you’re missing the point. Social media, at its core, is an entertainment platform. Sure, people search for news, but not as often as you might think. When it comes to football—an inherently entertainment-driven sport—the rules are no different. If anything, they’re magnified.
Take Murang’a SEAL, for instance. The club has been both praised and criticized for its unconventional approach to social media. Some have slammed their humorous posts and banter as unprofessional, claiming that it detracts from the club’s seriousness. But let’s not forget that this so-called “noise” kept the club in the mainstream media’s spotlight for at least 12 straight weeks during their top-flight debut season. That’s no mean feat.
Why did it work? Because humor is a powerful tool for brand awareness. In today’s world where countless brands—football or otherwise—are vying for attention, being funny, provocative or even controversial can be the difference between being seen and being ignored. The critics of Murang’a SEAL’s social media strategy inadvertently proved that it worked: they noticed, engaged and eventually talked about it. In the marketing world, that’s called achieving your objective.
But let’s talk about the broader picture. Kenyan football has struggled with perception. Ask any random Kenyan about local football, and you’ll likely hear words like “boring” thrown around. The harsh truth is that many Kenyans don’t see their league as exciting or worth following. This is where hype becomes not just important, but absolutely necessary.
Tanzania’s league, for example, has garnered significant attention, not because their football is inherently better than Kenya’s, but because they’ve mastered the art of marketing. Their clubs have made it a point to inject hype into everything they do, from matchday promotions to player signings. They’ve made football part of their cultural fabric, something to talk about, something to be excited about. And they’ve done it by consistently being loud—using every tool at their disposal, including humor and banter, to stay in the conversation.
Kenyan football clubs could learn a thing or two from this. The path to making our league a household topic isn’t by being overly cautious or sticking to bland, “safe” content. It’s by embracing the chaos, the noise, and yes, even the negativity. Negative publicity, after all, is still publicity. If people are talking about you—whether they’re praising or criticizing—it means you’ve captured their attention. And in the crowded space of social media, attention is the most valuable currency.
So what should a football club’s social media pages post? A balanced mix of content is essential. Yes, fans want to see inspirational stories, promotional material, and educational content. But they also want to be entertained. They want to laugh, to share a witty post with friends, to feel like they’re part of a community that doesn’t take itself too seriously all the time. Striking that balance is key, but leaning into entertainment is where the real engagement happens.
Murang’a SEAL’s off-field success, marked by the buzz they generated online, is a clear example of what happens when you dare to be different. They were bold enough to make noise, and it paid off. The criticism they’ve faced only underscores the fact that they’re on the right track. After all, the opposite of love isn’t hate—it’s indifference. And Murang’a SEAL has proven that they are anything but forgettable.
In conclusion, hype is not just a bonus; it’s a necessity for the growth of Kenyan football. Our clubs need to stop playing it safe and start thinking about how to make people talk, laugh, and, most importantly, care. It’s time to recognize that in the digital age, content is king, and entertaining content is the king of kings. So let’s lean into the banter, embrace the humor, and keep the conversation going. Because the moment they stop talking about you is the moment you’ve truly lost.
