Hakim Ziyech drives huge surge in Botafogo’s Moroccan following

Brazilian club Botafogo are stepping up their efforts to build a presence in Morocco after Hakim Ziyech’s arrival triggered a significant increase in the club’s social media following in the North African country.

According to Brazilian outlet ge Globo, Botafogo gained more than 300,000 followers across their social media platforms between 7 and 30 September, with more than 262,000 of those new followers coming from Morocco.

That means Moroccan users accounted for close to nine out of every 10 new followers the club gained during the period.

Ziyech drives huge online interest

Ziyech’s arrival has been central to Botafogo’s surge in visibility among Moroccan supporters.

The club published 127 pieces of content related to the former Chelsea and Ajax player during the period, generating around 64 million impressions and 34 million video views.

The figures have encouraged Botafogo to look beyond the initial attention generated by Ziyech’s transfer and develop a longer-term strategy aimed at Moroccan supporters.

The plan covers communication, branding and commercial activities designed to strengthen the club’s connection with its growing audience in Morocco.

Botafogo develop Moroccan-focused content

As part of the strategy, Botafogo have used geographically targeted digital distribution and produced audiovisual content aimed specifically at Moroccan users.

The club has also launched a special clothing collection in collaboration with Reserva Ink as it seeks to turn the increased online interest into a broader connection with Moroccan fans.

Botafogo are planning to produce recurring content for their Moroccan audience, rather than relying solely on Ziyech-related material.

Club looks to strengthen Brazil-Morocco connection

The planned content will also explore cultural and historical links between Morocco and Botafogo while introducing the club’s identity to a new audience.

Botafogo intend to showcase their history, former players, fan culture and Rio de Janeiro as part of their efforts to familiarise Moroccan supporters with the Brazilian club.

Ziyech’s arrival has therefore provided Botafogo with an opportunity to expand beyond Brazil and establish a longer-term presence in the Moroccan market.