An esports social media calendar for the season

Why plan a whole season

Most teams post when someone remembers. That works in a good week and fails in a busy one: the announcement goes out late, the result the next day, and in a week without a match nothing happens at all. A feed like that tells followers the team is only sometimes there.

A calendar fixes two things. It decides in advance what goes out and when, so nobody has to think about it at 22:00 after the last map. And it covers the weeks without a match, which are the ones teams most often forget.

Phase 1: before the season

The weeks before the first match are the only time with no deadline. Use them to set up everything the season will repeat.

Check your look. Logo versions, colours, one font, one layout per post type. If those are not written down yet, the team brand basics end with a brand sheet to fill in. Changing the look in the middle of a season makes the feed look like two teams.

Prepare every size. Each post type in square, portrait, story and landscape, before the first match, not during it. The image sizes guide explains which size goes where.

Announce the season. One post with the competition and the first match, and one with the players for the season. Players appear by handle; if anyone on the team is under 18, use handles only and leave out real names and ages.

Put the fixtures into the calendar. Every match date goes in now, with the posts that belong to it. That turns the matchday weeks into a list to work through.

Phase 2: matchday weeks

Every match week runs the same way. The matchday guide goes through each post in detail; in short:

When	Post
The day before, or by midday	Announcement
About an hour before	Starting five
At the start	Live post with the stream link
After each map	Score update
Right after the match	Result, win or loss

If you can only manage two, make it the announcement and the result. The result goes out just as fast after a loss as after a win; a team that only posts wins is easy to read.

The score updates are the post that most often gets dropped, because they happen while the match is still running. Decide before the season whether you post them, and who does it during the match, so the decision is not made in the middle of map two.

One post between matches. A week with a match on Thursday is quiet from Friday to Wednesday. One planned post in between keeps the feed alive: a practice clip, a look at the next opponent, a question to the community. It does not need a graphic.

Phase 3: breaks

Most competitions have weeks without a match: holidays, a break between the regular season and the playoffs, a qualifier you are waiting for. Going silent for three weeks undoes a lot of what the matchday weeks built.

Plan two or three posts per break:

• Standings so far: where the team is and what the next match decides
• A player, by handle: role, a quote, a clip, with the player's agreement
• Behind the scenes: a practice session, a setup, a team meeting, whatever the team is comfortable sharing

Breaks are also the right time to fix what went wrong in the first half: a template that never looked right in story size, a post that kept going out late.

Phase 4: the end of the season

The last match is not the last post. Three more close the season properly:

The final result, like every other result, the same night.

A season summary, a few days later: matches played, won and lost, the moment people still talk about, written as text or as a short thread. It is the post that new followers scroll back to.

A thank-you, to the players, the community and anyone who supported the team. If players leave at the end of the season, announce it once it is agreed with them, in your own words and in the team's look.

Then the calendar starts again with phase 1, for the next season.

Who owns the calendar

One person keeps the calendar, even if several people post. That person checks on Monday what is due this week and who covers it. A second person who knows where the templates are, and can step in when the first is away, saves the weeks that would otherwise go quiet.

The matchday part, done for you

The matchday weeks are where most of the work is, and they are the same every week. That is the part gelvik takes over. You set up logo, colours and roster once. For each match you enter the opponent and the time, and the announcement, the starting five and the result come out in your colours, in all four sizes; on the paid plans, the live post and the score updates do too.

The posts for the season start, the breaks and the season's end stay yours to write. gelvik launches in early 2027; join the waitlist to hear when it opens.

A season calendar to copy

Copy this table into a spreadsheet or your team's planning tool and add one row per match.

Phase	When	Post	Who
Before the season	Weeks before the first match	Brand sheet checked, every size prepared
Before the season	About a week before	Season announcement: competition and first match
Before the season	About a week before	The players for the season, by handle
Matchday week	The day before, or by midday	Announcement
Matchday week	About an hour before	Starting five
Matchday week	At the start	Live post with stream link
Matchday week	After each map	Score update
Matchday week	Right after the match	Result
Matchday week	Between matches	One post without a match: practice, next opponent, community
Break	Once or twice per break	Standings, a player, behind the scenes
End of season	The night of the last match	Final result
End of season	A few days later	Season summary
End of season	After that	Thank-you, and departures once agreed