2022’s NFL season kicks off in less than two weeks, and the hype is growing as pre-season matches get underway. You can bet that fans are already engaging in predictions and other chatter around what is arguably the most popular sport in the US. Besides the activity surge expected to come with the holiday season, the estimated spikes in Tweet activity during ‘Game Time’ are significant enough to merit seasonal planning.
Tee Off!
As noted, the major event opens up new opportunities for branded content tie-ins and themed campaigns. As the excitement builds, brands can ride off of the hype to link into their own promotions, with Twitter, in particular, hosting a lot of NFL discussions, which could be worth considering in your process.
To provide additional perspective on this, Twitter has shared a new overview of NFL discussion and the latest trends that are driving more football-related Tweets. It could be worth considering in your process – that’s why you should at least check out Twitter’s full NFL and NCAA football overview. Fortunately for us, Twitter summarized everything in an infographic, but we’ll be listing key points down below.
The NFL and Super Bowl are two of the biggest seasonal discussions on Twitter. While football fans are numerous on the platform, Twitter notes that one NFL season, on average, has the same Tweet volume of more than 19 Super Bowls – to simplify, that’s a ridiculous amount of Tweets.
NCAA football conversation has also been experiencing steady YoY growth rates, across various verticals. Likes, for example, have gone up 75%, with replies and impressions increasing by 63% and 60% respectively. To add, Twitter also notes that the football conversation never stops. Twitter reports that around 45% of the football conversation happens during weekdays and that 73% of brand mentions happen when games aren’t being played. Video views around the football conversation have also reached 10.3 billion.
While engagement around the game is already impressive, the NFL kickoff weekend puts up huge numbers – going as high as 3.2x more Tweets than an average season game, with 3x more unique authors. Sports betting in Tweets around the football conversation also experienced a 33% YoY increase.
The Wrap
These are some very informative insights that could play well for your personal strategies and approaches. If you’re looking to capitalize on Twitter, might as well also use the hype around the NFL to your advantage, even if you’re not particularly a fan. At least when it comes to ad campaigns, Twitter has one of the best environments to learn from and execute unique Tweet ad campaigns.
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