We have less than 90 days before the 2022 FIFA World Cup commences! The hype is growing, especially in Europe, where the tournament will be the central focus of millions of people throughout its duration. Now I don’t know about you, but Twitter is as invested in major sports events as any big sports head. With that being said, we’ll be taking a look at some of the earliest pre-World Cup insights that are currently happening on Twitter.

Kick Off!

For the duration of the expected massive engagement spike (however long that might be), Twitter says that brands should consider their opportunities, with several businesses gaining major traction on the back of England’s recent victory at the Women’s Euro event.

With that still fresh in people’s minds, Twitter advises brands to consider their world cup tie-in potential, to which it has shared a new set of data points to further highlight. These new entries include notes on overall engagement, related interests, and more.

You can view the full infographic here. But as per tradition, we’ll be focusing on some of the more relevant points brought up, starting with overall related Tweet activity. It’s often that the time around any major globally-renowned event, Tweet activity spikes. For World Cup Tweeters talking about the Women’s Euros:

  • Shows 2x growth.

  • 14% activity increase in engagement before the Women’s Euro Final.

  • 29% activity increase after it.

It was also observed that activity reached 1 Tweet per second about football, in general, in the UK. Meanwhile, Twitter also marked a follower increase, with the accounts @FootyScran and @FootyBevs experiencing a 4x and 16x increase in followers respectively.

Interestingly enough, Twitter also identifies a certain level of association between football and gaming fans. At the time, 60% of the observed Tweets were about gaming, while 7.5% of them were about Football games. The fact that gaming itself has become hugely influential might also factor into this, where games like The FIFA franchise now having their own, huge gaming communities.

The Wrap

Already, Twitter’s giving us insights that we can work with. These insights are expected to only get more comprehensive and numerous the closer we get to the big event, which, by then, would greatly benefit those who managed to create and refine a specific campaign revolving around it.

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Sources 

https://bit.ly/3dRZuUp