The first thing you need to do is find a photo of Rasmus Højlund looking happy in a Napoli shirt. There you are. Now you find a photo of Benjamin Sesko looking sad in a Manchester United shirt. Like he’s just missed an open goal. No, obviously you don’t need to find a photo of him missing an open goal. The less context here, the better. Now pop the photos side by side. Overlay the goal stats in big buffoonish font. Don’t forget the emojis. Post to all social media channels.
Will you mention that Højlund’s tally includes goals in the Champions League while Sesko is not competing in Europe at all? You will not. Nor will you mention that four of Højlund’s goals have come against Belarus and Greece, or the fact that Denmark are a much better team than Slovenia and create many more chances. You run socials for a big media brand, pure liquid engagement is what puts food on your table, United are the biggest meal of all, and as ever, context will be your sworn enemy.
