Super Bowl Sunday is a struggle for share of attention. Beyond the gridlock of ad clutter, consumers are engaging with one another online and in person at Super Bowl events. To get in on the excitement, many brands will be executing social campaigns either alone or as a complement to their Super Bowl television buy. There is only one problem: football fans don’t care.
It is estimated that 88% of fans are not interested in what brands are saying on social media during the Super Bowl. Instead, they turn to social media to engage with their friends. Interactions range from cheering on favorite teams to talking Super Bowl smack.
Fun Fact: 59% of Facebook’s NFL fan friendships are not between fans of the same team. After all, what fun is football without someone to taunt?
Further, although activity on Facebook and Twitter is still relevant, with 65MM and 28.4MM posts during last year’s game, both platforms saw a 25% drop in activity between 2015 and 2016 as fans started moving to Snapchat.
Although there is no direct correlation between the number of posts on a platform and the number of views of a Snapchat lens, the 160MM views of Gatorade’s “cooler dump” lens implies that Snapchat was boomin’ on Super Bowl Sunday last year.
Social media usage patterns are rapidly shifting from more public pushed-content platforms, like Facebook and Twitter, to more personal content creation platforms like Snapchat and Instagram. Overall, users have become less inclined to share personal updates about their lives on Twitter and Facebook as their friends and followers grow and they have less control over privacy. People are posting less and less personal content on Facebook and Twitter, treating them instead more like news sources and are turning to platforms like Snapchat to interact with their closer circle of friends. This might sound as though brands should move their Super Bowl social campaigns toward Instagram and Snapchat, but Instagram is not typically an active platform during the Super Bowl (there was 21.7 times less activity on Instagram than Facebook during last year’s game) and ad space on Snapchat is limited.
Although users will likely be active on Snapchat this year, there isn’t much room for advertisers on the platform and those that arewill be paying top dollar. This year only seven ad spaces will be available during the game (four video ads, two lenses, and a nationwide geofilter) and Super Bowl packages are selling for as much as $3MM, leaving many would-be advertisers on the bench.
With all this in mind, Super Bowl advertisers should consider deploying an “Outside-Run” strategy to most effectively engage with consumers: stop pushing content and interact with football fans on a more personal level with these smart plays:
One way to engage fans on a more personal level is to leverage influencers as proxies for your brand during the game. Influencers lend authenticity and a human face to your brand and 63% of consumers trust user-generated content more than branded messaging. In fact, research suggests that not only do social media users trust influencers more than brands, but they actually trust influencers almost as much as their friends. The best use for Influencers is to create original content that places your brand front and center within users’ feed as part of the influencers’ shared Super Bowl experience.
For brands that invest in Super Bowl television ads and social programs, influencers can be an effective and cost efficient way to amplify content and direct their audiences to engage with social programs. It’s been proven that influencers’ voices can provoke action more than a brand message with users being 4x more likely to visit a site or make a purchase based on a link shared by influencers.
Partnering with influencers to create branded content, allows your brand to have a presence on the platform without the hefty price tag of a Snapchat ad buy.
Post Content at Key Times During the Game
Not surprisingly, data shows that activity on Facebook (and presumptively on all social media) experienced huge spikes during breaks in the action such as the nation anthem, halftime, and time-outs. Timing the release of branded posts to these times is a smart strategy to maximize engagement.
Retarget Users Who Engaged
Make the most of your ad buy by retargeting users exposed to your content with either cool follow-up video content in the form of pre-roll advertising or with display ads to continue the brand experience. 70% of users are more likely to convert when retargeted .
Although competition for fans’ attention on Super Bowl Sunday can be difficult to grab, using influencers and other key strategies like these can help brands get off the sidelines and into the action.
For more information download Speakr’s 2017 Super Bowl Influencer Strategy Guide or feel free to contact us at Marketing@Speakr.com.