Xavi's arrival sparks massive response among FC Barcelona's digital audience

Xavi’s return to the Camp Nou has generated huge expectation among the FC Barcelona faithful. His presentation has produced a flood of optimism, and the club’s social networks have also reflected this sentiment. There has been a notable increase in the number of video views and engagement with digital posts. The image announcing his arrival alone generated 50 million views.

On Instagram, views of the popular reel format videos surpassed 40 million, while there were 8.3 million views of the video announcing the deal and almost 9 million people watched the videos looking back at his footballing career and thoughts about his understanding of how the game should be played. In total, that’s over 60 million views of the content announcing his return. 

Popular picture

The most popular contents included the image used to announce his arrival, combining a picture of Xavi the footballer with another of Xavi the coach. On FC Barcelona channels alone, this image generated 50 million views on the different Twitter (18.5 million), Facebook (17) and Instagram (14.5) accounts.

On TikTok, Xavi has also been a huge attraction. The video of him coming into the pitch at Camp Nou was seen 16 million times in the first 48 hours. All of the different content amounted to 20 million reproductions.

On Youtube, the broadcast of the presentation on Monday was a massive hit, watched by a million people, with a peak of 108,000 users as it was going out live. Including other videos such as his flight to Barcelona, details of his presentation and his first training session added up to 6 million views in total.

And on Twitter, the announcement caused a 4.5 fold increase in the number of engagements with the club’s official accounts. That is the second highest peak of the season, topped only by Messi’s departure.