When George Wincott took on the role of Matchday Media Assistant at Blackpool FC in September 2024, he brought more than just experience – he brought a deep, personal connection to the club.
“I have been a Blackpool supporter my entire life,” George says. “So when I joined the club… I knew I could use my extensive knowledge of the club to my advantage and accelerate their growth online.”
That supporter-first mindset has shaped the club’s Instagram and TikTok strategy throughout the 2024/25 season – and the results speak for themselves. Blackpool’s Instagram Reels have amassed over 2.7 million views, while its newly launched TikTok channel has drawn more than 700,000.
But for George, the numbers are just one part of the story.
“Each team has its own unique environment”
From the outset, George was focused on giving the club’s social content a new identity – one rooted in authenticity and individuality.
“Firstly, I wanted to improve their Instagram and TikTok content because I felt it needed more of a personal touch,” he explains. “Rather than taking similar approaches to each of our social platforms, I wanted to try and change the expectation from supporters… to make it different from our already existing X and Facebook coverage.”
That meant looking past the “universal format” many clubs follow for matchday content.
“Each team has its own unique environment, history, culture and future plans that all massively dictate how you make online material,” he says. “Because of my knowledge of the club as a lifelong supporter, I felt comfortable trying new things.”
Those experiments ranged from fan predictions to trivia, behind-the-scenes footage to piece-to-camera videos – all with one goal in mind: “to give supporters a reason to tune into all of our channels on a matchday, rather than just one or two.”
Launching TikTok: “Balance professionalism and trends”
One of George’s biggest projects this season was co-launching Blackpool FC’s official TikTok page. With colleague Stuart capturing exclusive training ground moments, the channel has quickly found its footing.
“My vision… was to strike a healthy balance between keeping a professional profile, and appealing to younger audiences with the latest trends,” George explains.
That balance is reflected in everything from the edit style to the tone.
“I tried to do this with slick and well-edited videos… like unique angles of goals, significant match moments and other culturally significant videos. With that in mind, we still wanted to deliver an element of humour and creativity… through the occasional meme or lighthearted video.”
Matchdays: “Filmed through the eyes of an iPhone”
Ask George what kind of content has had the biggest impact this season, and he doesn’t hesitate.
“My pitchside footage has definitely been received the best… whether that’s showcasing the electric North Stand at Bloomfield Road, or being in the thick of the goalmouth action.”
Rather than competing with the club’s professional long-form video content, George focuses on offering something raw and emotionally resonant.
“I wanted to give my video material a raw and authentic feel… filmed through the eyes of an iPhone… I’ve tried my best to create the impression that you are sat in and amongst it at Bloomfield Road.”
That approach paid off in games like the 2–1 home win over Bolton Wanderers.
“It was a brilliant day for content… I had shots of the player’s celebrating at full time, all goals on camera and videos of the North Stand in full voice,” he recalls. “With over 250,000 views… and great engagement numbers, it’s always nice to be recognised for the hard work.”
Strategy across platforms: “Stick to your identity”
Throughout the season, George has been deliberate about how different types of content live on different platforms.
“For example, I very much treat Instagram and TikTok as a platform to publish my authentic iPhone angles of the game,” he says, “with our X and Facebook content leaning more towards the professional videography area.”
Those “small distinctions” matter, he says, because they give fans a reason to engage with each channel on its own terms.
And when it comes to speaking to younger supporters, George has made interactivity a priority.
“I tried to utilise the features on Instagram and TikTok… particularly Instagram stories, to keep supporters involved,” he explains. “Attention spans are getting increasingly shorter… so I felt that using engaging features such as polls, trivia questions and inviting supporters to answer questions would all help strengthen the cause.”
Learning by doing: “Some will work, and others won’t”
Driving millions of views is one thing – understanding what actually resonates is another. For George, the process has been about experimentation.
“When you’re experimenting with different concepts, some will work, and others won’t,” he says. “Over the course of the season… I’ve found that any videos that showcase the supporters always resonates well.”
But he’s careful not to judge everything by numbers alone.
“It’s easy to get drawn into a pattern of judging your content purely based on the numbers,” he admits. “But I truly believe the performance of a video extends further than that… I always know when I’ve made a good piece of content that I’m proud of, regardless of its performance.”
What’s next: “An exclusive feel on each platform”
Looking ahead to next season, George is already thinking about how to build on the momentum.
“I’d love to keep pushing bringing an exclusive feel to each of our pages… I quite like the idea of creating an Instagram broadcast channel to do that.”
More than anything, he wants to make sure fans feel valued – and that each platform gives them something unique.
“There’s actually great value in giving each platform a unique selling point… and a great way to keep them engaged on a range of platforms.”
From the North Stand to the For You page, George has helped reshape how Blackpool FC shows up online – with heart, humour, and a fan’s eye view.
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