How Social Media Is Helping Fans Fall Back in Love With Football

Non-League football clubs in England are increasingly using social media to build fan bases and renew enthusiasm for the sport outside the elite divisions, according to Dorking Wanderers owner and manager Marc White.

White, who runs the Surrey-based club, spoke about how platforms such as social video and short-form content have helped smaller clubs reach audiences well beyond their traditional local supporter base. Non-League football, which sits below the professional divisions overseen by the Premier League and English Football League, has historically relied on local attendance and word of mouth to sustain interest.

Clubs like Dorking Wanderers have leaned into behind-the-scenes content, matchday highlights and personality-driven posts to stand out online, a strategy that has helped some non-League sides cultivate followings that rival or exceed their modest attendance figures. Supporters who may feel increasingly priced out or disengaged from top-flight football have in some cases turned to these smaller clubs for a more accessible and community-oriented alternative.

The trend reflects a broader shift in how fans consume football content, with short clips and online engagement often doing more to build a club's profile than traditional media coverage. For semi-professional and amateur-level clubs operating with limited budgets, a strong social media presence can also translate into new revenue streams through merchandise sales, sponsorships and increased matchday attendance from fans discovering the club online.

White's comments point to a growing recognition within English football that the non-League pyramid — made up of thousands of clubs across multiple regional and national divisions — can offer something distinct from the commercialized top tiers of the sport, at a time when many fans say they are seeking a renewed connection to the game.