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Padel new account launch

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Social media content, social media management, content creation

The Client

Phil Spencer

INDUSTRY

Sports

Category

Social Media Management

Project Overview

Padel social media account launch

Phil is a the head coach at Destination Padel in Northwich, Cheshire. Phil wanted to grow an audience, attract new players, and showcase his coaching style online.

The goal wasn’t just views for the sake of it. It was about building an audience that actually turns into players on court.

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Our Process

Turning Ideas Into Impactful Results

The Brief

01

  • Launch and grow a brand new social media presence

  • Build awareness locally and within the padel community

  • Position Phil as a coach people want to learn from

  • Turn content into enquiries and followers

the challenge

02

  • Starting from zero audience

  • Competing in a space full of generic coaching tips

  • Balancing reach content vs conversion content

  • Keeping viewers watching long enough to trigger algorithm push

  • Demonstrating Phil’s 20 years of experience as a coach

The results

03

  • 150,000+ views in just 2 weeks

  • 2 videos over 40,000 views

  • Coaching videos: 3k–20k views

  • One coaching video generated 50+ new followers

  • Clear proof that educational content converts, not just entertains
"Chris' understanding of how to create social media content that stands out is amazing. In just a few short weeks we have had thousands of views and my account is growing rapidly"
Phil Spencer
Head coach, Destination Padel
Full Project rundown

What we delivered

This wasn’t luck. It was built on a very intentional mix of content types and constant iteration.

1. Content Strategy: Reach vs Convert

We split content into two clear roles:

1. Relatable / funny content

  • Designed to stop the scroll
  • Built around common frustrations and padel moments
  • Showcased Phil’s personality and made him instantly likeable
  • Drove the big numbers (40k+ views)

2. Coaching / educational content

  • Focused on specific shots, tips, and improvements
  • Lower reach (3k–21k views), but far higher value
  • Directly responsible for follower growth and trust
  • Example: one video brought in 50+ followers alone

The combination meant we weren’t just chasing views, we were building an audience that actually cares.

2. Personality-Led Positioning

A big focus was making Phil feel like someone you’d want to be coached by, not just another instructor.

  • Natural delivery over scripted perfection
  • On-court, real scenarios instead of staged drills
  • Light humour to keep content watchable
  • Clear, simple explanations without overcomplicating

This made the content feel human, not “coachy”.

3. Retention First Thinking

Every video was built around one question:
“Will people actually keep watching this?”

We focused heavily on:

  • Strong hooks in the first 1–2 seconds
  • Cutting anything that slowed the video down
  • Keeping explanations tight and visual
  • Using examples instead of long talk-to-camera sections

Because if people don’t watch… the algorithm doesn’t care.

4. Analytics-Led Iteration

This is where the growth really came from.

We weren’t guessing. We were adjusting constantly based on performance.

  • Watching where people dropped off
  • Identifying which hooks held attention
  • Spotting which topics drove followers vs just views
  • Doubling down on formats that worked

Every post informed the next one.

5. What This Actually Proves

  • You don’t need an existing audience to grow quickly
  • Views alone don’t matter, the right content converts
  • Educational content builds followers faster than viral content
  • Personality is just as important as expertise
  • Small tweaks in retention can massively impact reach
The results

The scroll stopping padel coaching content

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Daniel Hart
Founder, Lunara Cosmetics