It's the latest footballing fad and a trend that's splitting opinion of fans worldwide but clubs just can't seem to help themselves.
The social media transfer unveiling has become something of a competition - who can create the most novel, funniest, most engaging way of doing what a simple press release used to.
Here, Sportsmail looks at some of the very best to have been churned out during the January transfer window.
Alexis Sanchez (Man United)
We had to start with this one.