eCommerce Success Case: Fútbol Emotion (3)
Miguel Nicolás
17/02/2026
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In the Fútbol Emotion eCommerce success case, we start the analysis of the content on their social networks.
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We are going to close this Fútbol Emotion eCommerce success case, after talking about its business model and its search engine strategy, by a step by step analysis of one of its strong points, especially if we speak from the marketing point of view. This brand stands out for how much and how well they work on content marketing.As always, we want to “scratch” beneath the surface, to give you ideas based on the strategy behind each piece of content. Below, we will dissect some of them, to help you understand the objective with which they are conceived.I think you may be surprised at everything that can be known about a brand, through what seem to be simple videos or photographs posted on their social profiles.
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Fútbol Emotion Content Strategy
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If you are already a regular reader of the Oleoshop blog, you surely already know how we approach this type of posts. But if you are not yet, we will let you know.We try to avoid excessively technical articles; instead, we prefer to select some publications from brands, to comment on them and, little by little, analyze that strategy, based on the typology and tone of the content they generate for their target audience.
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We are not going to go around it any further and we move directly to the analysis of the case study, as there is much to comment on.
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Comparisons
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I love starting with this type of post which, in other cases, may simply be to generate engagement, but in the case of an eCommerce, they fully enter a stage of the sale in which consideration rules. I will give you an example:
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This post is very good, because:
- It compares two equivalent boots by range and price, but from two different manufacturers. This always generates some controversy (good for generating comments and shares), and goes straight to the waterline of the user who is deciding on a model.
- Detailed analysis of materials, uses and components. In addition, it is very objective, which makes it easier to consume.
- Verdict at the end; thanks to this, greater retention is generated in the audience. This is a “trick” to make the video be fully watched more times.
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INSIGHT: in niches like this, comparisons are a way to stimulate the community to interact with the brand and other users. If you read the comments, you will see what level of knowledge some of them have.
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Analysis
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It may seem essentially very similar content to comparisons, but with nuances. I am going to leave you a particularly good example.
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This post is great, because:
- It contains videos slightly longer than average, but which synthesize the information very well (even when going into the detail of complex models like this one).
- Practical recommendations for each type of user, which will undoubtedly help each customer to make a better decision. Artificial grass is not the same as natural grass, for example.
- Very good video production and editing, with subtle adjustments and resources, but which give it that dynamism so necessary for users of networks such as TikTok or Instagram.
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INSIGHT: if you watch the full video, you will realize that with these tips they seek for the user to opt for the appropriate model, thereby avoiding returns, claims and even problems with warranties.
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Exclusive models
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For the most intense users, those who are always attentive to new releases, Fútbol Emotion always publishes the exclusive models of each brand, dedicating them a lot of space in their timelines.
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@futbolemotion ?? ESTO es todo lo que tienes que saber de la nueva @adidasfootball Predator Unlocked! ?? Disponible en nuestra web! -- #futbolemotion #adidasfootball #adidaspredator ? sonido original - futbolemotion -
This TikTok is very interesting, because:
- It directly performs an unboxing. It is true that the packaging itself invites it due to how well cared for it is, but it is also a way to generate intrigue and, therefore, retention to consume a video of more than two minutes.
- The editing is impeccable. It combines closer shots with others that are more open in which the content creator is seen. It is a great combination of dynamism and detail.
- They seek references for users and propose calls to action to leave comments, without forgetting to send a commercial message (now available on our website and stores).
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INSIGHT: exclusive models are very attractive for users, they help generate traffic on social networks and, at the same time, they are an incentive for online and offline sales because users discover that they are already available for purchase.
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Influencers
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Of course, Fútbol Emotion relies on the use of influencers, and they may not be accessible to everyone, but they make very good use of them. For that reason, and because they can serve as inspiration taken to your niche and possibilities, I leave you a fairly interesting example.
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@futbolemotion ????? 1v1 contra RASHFORD Ya sabéis de dónde vino el video viral ?????? #futbolemotion #nikefootball #rashford #1v1 #tiktokfootballacademy ? original sound - futbolemotion -
This post is very good, because:
- It takes advantage of the pull that a first division player has to generate attention among users and, potentially, in the media.
- It competes with the person who represents the image of the brand; there is no need to fill everything with logos, the community already knows him and associates him with Fútbol Emotion.
- The format is very TikTok, native. A Challenge set up as such, with a lot of visual stimulus and with the scoreboard in the upper left side.
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INSIGHT: when you use endorsers who are not influencers in the usual sense, as in this case, it is important to adapt to the communication language of the network in which you work in order to “translate” into the language of the viewer.
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Buying guides
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It is not that there are very many, but I really liked how they work this type of content, and I think they should exploit it more. In addition, it can work wonderfully for your store, which is what it is about.
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@futbolemotion ??? 3 Ideas Top de Regalos para los Amantes del Fútbol #futbolemotion #futbol #Navidad #RegalosNavidad #botasdefutbol ? sonido original - futbolemotion -
This TikTok is very interesting, because:
- It makes very good use of seasonality, making a list of gifts designed for the Christmas holidays. Good timing.
- Variety of products and prices, to reach the entire audience, regardless of the budget each one is going to spend.
- Promotion of physical stores, which are almost as important for them as eCommerce. They do it subtly, but they inform of their existence for those who do not know them, deriving digital traffic to retail.
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INSIGHT: buying guides are super useful for users; they will always be received as an added value provided by experts in the niche.
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Keys to Fútbol Emotion’s success
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- Absolute niche specialization: they positioned themselves from the beginning as experts in football (and especially in goalkeepers), which gave them credibility, differentiation and authority compared to large generalist brands and other horizontal retailers.
- Well-executed omnichannel strategy: They coherently integrate ecommerce, physical stores and digital content, making the experience continuous and recognizable at all contact points.
- Content and community as brand drivers: they have managed to create a passionate community through videos, tutorials, reviews and the presence of ambassadors, turning the brand into a benchmark by and for experts, not only in store.
- Top purchase and service experience: expert advice, personalization and very careful customer service reinforce trust and encourage repeat purchases.
- Emotional brand that respects football culture: the close tone, the locker room or stands language and the real knowledge of football generate emotional identification with the customer, beyond the product.
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What did you think of the Fútbol Emotion eCommerce success case? I hope you enjoyed it as much as we did!