Content Marketing Blog

The World Cup takes over social media

Social media has taken over such a big part of our day-to-day lives that the notion of living without it is almost incomprehensible.

Imagine how tragic it would be if you couldn’t scroll through your Facebook news feed on the bus, or post a picture of your next meal on Instagram.

But it’s important to remember that social media in general is still relatively new, and many brands are only just starting to use these instruments for their marketing potential.

Only four years ago, at the last FIFA World Cup, social media was hardly as influential as it is now, so this year’s World Cup was bound to break a few records.

For one, the 2014 FIFA World Cup officially become the most talked about sporting event on Facebook, beating this year’s Super Bowl.

According to Facebook, over 350 million people took to the site to talk about the tournament, resulting in over 3 billion interactions.

Last Sunday’s final (or Monday for us here in Australia and NZ) sparked the most buzz, with over 88 million Facebook users sharing their thoughts on the game.

USA was surprisingly the loudest country on Facebook, with 10.5 million Americans talking about the final match despite being renowned for their nonchalant attitude toward the World Cup.

Throughout the course of the entire tournament, host-nation Brazil was the loudest, with over 55 per cent of the country’s Facebook users getting in on the action.

Ironically, Brazil’s humiliating 7-1 defeat against Germany was the second most talked about game after the final, prompting 66 million users to share their thoughts.

There was also a major increase in people following famous football stars. For instance, Brazil’s favourite forward, Neymar da Silva Santos Júnior saw his Facebook page experience an increase of 15 million fans.

Other previously underrated players, such as The Netherlands’ Memphis Depay, experienced Facebook fan growth of 678 per cent. Meanwhile, US goalkeeper Tim Howard saw his following expand 334 per cent.

Instagram also had a tremendous growth in popularity, with Neymar’s followers increasing by 8 million. Top performers David Luiz and James Rodriguez also doubled their popularity, according to Bloomberg.

All the buzz surrounding the World Cup made it the perfect time for brands to take advantage of content marketing opportunities – and many did!

The best example that springs to mind is the infamous biting incident between Uruguay’s Luis Suarez and Italy’s Giorgio Chiellini.

McDonalds Uruguay was quick to make the most of it, posting on Twitter:

“Hi @luis16suarez, if you feel hungry, come have a bite of a Big Mac ;)”

While Puma, who provided the shirts for Italy’s team, cheekily tweeted:

FIFA Italy


Making the most of major events such as the World Cup is definitely a good idea.

Not only is it a useful way to attract the attention of online consumers, it also adds a bit of personality to your brand.

Although the next World Cup is not until 2018, there will be plenty of major events for you to take advantage of in the meantime.

Posted by Dylan Brown



Content Marketing Survey May 2014

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