02 Jul Social Media and the 2018 World Cup
The World Cup is in full swing as teams have just concluded group play. It has been an exciting event thus far as there have been a lot of upsets and disappointing exits (ehem Germany). As a former player and avid soccer fan I am closely watching the games and what is transpiring on social media. Since the United States did not make the cut, I feel like it has been a slower year than in tournaments past in terms of brands trying to jump on the bandwagon; however, the social platform themselves are embracing the primetime event.
Facebook World Cup Features
Facebook has fully embraced the spirit of the World Cup. With a global daily active audience of 1.45B users, according to eMarketer, there are quite a few soccer fans ready to show support for their team. Each of the 32 teams in the tournament has a custom profile picture frame. There are also status updates with cheers and phrases (like “GOOAALLL”) that will unlock animations.
Other cool features come from Facebook Camera. Camera effects include adding face paint, custom wigs and AR stickers of players for an interactive experience with fans. Messenger also has integrated World Cup themed games that users can play with their friends.
YouTube Reveals Top Ads for the World Cup
YouTube announced its most watched ads of the World Cup to date (June 1-20). The top 10 ads have accrued 125M minutes of watch time from 83M views. The ads were ranked by organic and paid views, watch time and audience attention. The top two spots were taken by international brands. Nike and Gatorade came in third and fourth, respectively.
You can check out the full list here.
Even though it won’t be until 2026, the United States will be co-hosting the World Cup with Mexico and Canada. I have a feeling many people and brands will be on board when this World Cup comes around.
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