With the NCAA’s ‘March Madness’ tournament coming up, Twitter has shared some new insights to help marketers tap into the surrounding conversations, thus maximizing their reach among March Madness fans. It’s another time of the year that features a big sports event, which often means higher activity for Twitter, so, hopefully, its systems are able to tolerate the stress.

According to Twitter:

“March Madness is an interactive experience on Twitter. Users live Tweet as the action takes place, with approximately 80% of #MarchMadness Tweets happening during gameplay in 2022. We recommend a mix of planned and live content for your campaign, to keep content fresh and demonstrate to fans that you’re invested and along for the ride.”

The Madness Comes

This year’s iteration of the mad tournament will likely be a major focus on Twitter, with video views on college basketball-related Tweets up by 41% YoY. As it is on all platforms, video remains to be one of the best, if not the best-performing content type. So, it only makes sense to align your potential March Madness outreach with this trend, thus maximizing resonance and reach.

Also, Twitter provided this chart that looks at March Madness engagement, along with when the conversation peaks at various times throughout the event. By raw count, it seems that the Second Round is what drew in the most crowd, coming in at a staggering 764k Tweets. This could be a handy guide for your tie-in campaigns, helping to match your themed efforts with the most engaging spikes.

Twitter also notes that language is important when it comes to March Madness conversation:

“We’ve observed trending keywords related to history and drama (upset, cinderella, buzzer-beater, historic) spike in the #MarchMadness conversation. This is an opportunity for copywriters to evolve campaign language to reflect how real fans are talking about the tournament and the teams they’re supporting.”

The Wrap

All-in-all, regardless of whether or not you’re a ‘game’ fan yourself, it’s another consideration for your approach. March Madness is a huge event, with millions of people tuning in. Throughout the entire thing, expect Twitter activity to spike, especially during the highest and lowest points of the tournament. That could present you with a range of valuable opportunities, and these pointers could help ensure that you’re not missing out on meeting college basketball fans, casual observers, and key moments.