Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Impact of Winning (and Losing) the Super Bowl on Instagram
Posted on February 7th 2014
This year, a record 111.5 million americans tuned in to the Super Bowl to see the Seattle Seahawks battle against the Denver Broncos for the title.
By now, you all know how the game went down: the Seahawks took the lead early on and managed to keep it up until the end, to a final score of 43 to 8. But what about the social media game that took place? Which team better entertained its audience? What team were supporters most rooting for on Instagram? Social TV is one of the hot social media topics right now, and it’s not all about Twitter: Instagram comes into play too.
As we did last year when the 49ers took on the Ravens, we’re going to analyze both brands’ accounts, and their hashtags, to understand which got the most out of the big game.
Teams’ accounts on Instagram: An expected win for the Seahawks
The Broncos shared a total of 6 posts during the game. The Seahawks covered the events live from their feed, totaling 17 posts for the night.
Admittedly, sharing appropriate content is easier when you’re winning. Regardless, the Seahawks were simply more creative as shown with both team’s entrance videos:
Still, the @Denverbroncos deserve props for this post after losing, showing great spirit:
Last year, the 49ers posted a similar message on their Instagram after losing their big game.
Digging into the numbers: Hashtags
So the Seahawks’ Instagram strategy was more impactful during the game. Now let’s look at the general interest for both teams on Instagram. We’ll measure the hashtags’ usage, narrowing down our sample to avoid any noise and unwanted posts. To do so we’re using Nitrogram’s cross-hashtag reports, which looks at posts using 2 hashtags at once:
- #seahawks AND #sb48*
- #broncos AND #sb48*
* #sb48 was this year’s Super Bowl official hashtag
Instagram statistics on game day
Table showing key metrics for both hashtag pairings on game day:
|hashtags||Unique Contributors||All posts||All Likes||Engagement Rate (likes/post)*|
|#broncos & #sb48||2,470||5,350||332,721||62|
|#seahawks & #sb48||2,125||7,460||450,041||60|
* Engagement Rate = Number of Likes / Number of Photos
To sum it up:
More people shared about the Broncos, but generated less volume than Seahawks fans. In total, this intense activity for the Seahawks generated more likes, but Engagement Rate (number of likes / number of photos) is in the Broncos’ favor.
Digging into the numbers: Looking at the team’s metrics
Last but not least, let’s consider both team’s official accounts and how the Super Bowl impacted their global metrics:
|Team||Followers before SB48||Followers after SB48||Followers growth|
To sum it up:
Winning a Super Bowl does wonders to a team’s Instagram account. The Seahawks already had a head start over the Broncos, but they confirmed it by growing their audience by 16%, versus only 9% for Denver.
What do you think of the teams’ Instagram presence? Do you have other NFL favorites we should check out? Tell us in the comments below.
The post The Impact of Winning (and Losing) the Super Bowl on Instagram appeared first on Nitrogram.