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Seven Super Bowl Stats From Last Year To Coach You To An Effective Social Media Campaign

Written By: Rashida Boyd, Senior Marketer at Unified


For millions of Americans, the fall season is practically synonymous with football—a much welcomed way to fill the empty void left by the depressing realization that the summer is actually over. It’s also a crucial time to start planning or perfecting your social media campaigns for the coup de grâce of professional football and ad engagement goldmine otherwise known as the Super Bowl. Often heralded as the apex of advertising, the Big Game is a huge chance for brands to make a lasting impression, with 61.0% of fans saying that the ads actually make the game more fun and 45.0% even going as far to say that the Super Bowl wouldn’t be the same without them. But like with any digital strategy, preparation is key, so we’ve collected seven stats from last year’s game to add to your own personal playbook.

1. Mobile Queries Are Mounting

The Score:
82.0% of searches driven by television ads were on mobile devices, which is 17.1% higher than the previous year.
The Play:
If you don’t have mobile in your strategy, you could be missing out on a huge opportunity. Consider some of the newer "mobile-only" placements that have already proven tried and true, such as Facebook’s Canvas ads or the Twitter Audience Platform.

2. Kickoff Kicks Up App Usage

The Score:
Although intuitively you may think app usage would reach a high point at halftime or after a new winner is crowned, this isn’t actually the case. As it turns out, consumers' fingers fumble around the most post-national anthem, where they spend nearly 9 minutes fueling their favorite app obsessions (12.0% longer than any other time).
The Play:
As the old adage goes, timing is everything. And in this case, it can considerably affect engagement and conversion rates for your campaign. Make sure that your mobile posting strategy gives consumers something to click on at kick off around 7pm ET.

3. Social Apps Surpass The Rest

The Score:
Speaking of apps, social media leads the way in usage by far, with users launching them twice as often as news apps (3.2 app launches versus 1.6 for news) during the game.
The Play:
Consider adding some “mobile-born” social networks to your marketing mix. Instagram, an app with a highly visual audience, is still pegged as the fastest growing in the industry and has all the advertising bells and whistles of its much bigger backer, Facebook. Snapchat, on the other hand, has already seen tremendous advertising success in beta, and will continue to build upon the platform with the launch of its partner program earlier this year.

4. Reach Is More Than Just A Number (It's Timing Too!)

The Score:
As we all know, Facebook continues to be the behemoth in the industry, with well over 1 billion daily active users. This also applies to Super Bowl week, where the network accounted for 63.7% of total engagements. Drill down to just game day however, and Twitter takes over, slightly out-engaging The Book in creating conversations.
The Play:
Heavy up on Facebook to drive mass awareness during the week of the game, and prioritize Twitter for the day of the event. And now with Twitter making a big bet on football by allowing users to watch live streams of games through their mobile app, we expect its effectiveness to only increase moving into the new year.

5. Save Trailers For The Film Industry

The Score:
Trailers or teasers may work like a charm for the movies, but it seems as though they’re not as effective for Super Bowl ads. In fact, the brands that released their full commercial prior to kickoff received 64.5% more engagements during Super Bowl week than those that opted to only release teasers.
The Play:
Simply put, get your content out there. Don’t be afraid to release your full ad prior to the big day, because in the end consumers will be more familiar and more engaged come kickoff.

6. Consider Creating Some Comic Relief

The Score:
This stat is a story of awareness versus audience efficiency. Comedic ads produced 132.7 more engagements per post than non-comedies; however, the audiences for brands with more heartfelt ads were more plugged in, generating almost twice the amount of engagements per 1K users.
The Play:
If you’re aiming to generate an enormous amount of engagements, laughter is the best possible medicine. If getting more reactions from each member of your audience is more important to you, try a more emotional approach.

7. Win Over Women With The Right Subject Matter

The Score:
While sports like football are still widely considered a man’s world, brands shouldn’t make the mistake of counting out the ladies. In fact, 82.0% of women said that they would tune in to watch the Super Bowl last year with similar estimates expected for 2017.
The Play:
As with any targeting segment, content is key. When it comes to women, however, there are certain themes and products that stand out more than others. Specifically, snacks and beverages (87.0%), personal care (62.0%) and beer (57.0%). Brands that sell these products should consider doubling down on targeting females, and those that are not may want to consider a partnership or sweepstakes involving any of these categories.

For marketers, winning big on game day has less to do with helmets and cleats and much more to do with clicks and conversions. Any of these tactics can be implemented to punch up performance and get you to your end goals.

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