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According to a new report from Conviva, the continuous measurement analysis platform for streaming media, European football fans’ obsession with their favorite teams has largely spilled over to social media during the 21-22 season. In his European Football Social Report 2022Conviva analyzed and ranked the social media performance of the top 130 teams across Europe’s six biggest football leagues, to understand who dominates engagement and which strategies win on social media.
The 21-22 European football season was full of exciting transfers, upsets and intense finals which in turn led to high social media engagement between teams and leagues throughout the season. said Nick Cicero, vice president of strategy at Conviva. It is clear that European teams and leagues recognize the value of social media and apply their competitive mindset to gain fans on social media in addition to the pitch. However, as more and more teams flock to social media to build their brands and expand their fan base, the competition for fan attention has only intensified and we expect this trend will also continue next season.
While Europe’s top football teams were active on all social media platforms, Twitter recorded the highest volume of posts for the 21-22 season. However, Instagram completely dominated other social platforms in engagement, accounting for 82% of all post engagements and 74% of all video engagements across all leagues and clubs, startling percentages.
Other key findings from Conviva’s European Football Social Report 2022 include:
- TikTok takes over ? TikTok exploded in popularity during the 21-22 season, with most teams and leagues increasing their activity on the platform.
- rely on video ? Across all platforms, the evidence is clear: video content is #1. Video content attracts viewers and drives higher engagement rates, especially on platforms like TikTok that favor video. Even on text-heavy platforms like Twitter, video content garnered more engagements per post than static content.
- Experimentation and content expansion? While teams primarily posted highlights, score updates, and other traditional content, this formula no longer works for teams looking to boost engagement. This season, clubs have expressed memes, behind-the-scenes content, player spotlights and other unique formats to set themselves apart.
- Manchester United and PSG in the lead on all fronts? Two of football’s biggest teams have enjoyed huge success on social media this season. Both clubs dominated in terms of viewership size and engagement for their respective leagues. Part of this could be related to their respective acquisition of the 2 best sports players: Lionel Messi and Cristiano Ronaldo.
To find out more and download a copy of Conviva’s Social Report on European Football 2022, go to here.
About Conviva’s Social Insights
Conviva’s Social Insights provides the world’s largest publishers, brands and sports organizations with comprehensive cross-platform social media analytics across the entire social universe (Facebook, Instagram, Twitter, TikTok, Snapchat and YouTube), enabling Easily discover which accounts, posts and videos are performing the best and analyze why. Social Insights also provides a customizable ranking, as well as a search tool to monitor the performance of branded and streamed videos, giving marketers the ability to target their campaigns and maximize ROI. To find out more, visit https://www.conviva.com/social-insights/.
About Conviva
Conviva enables streaming companies to take action after just seconds of watching, so their business is ahead of the competition. Conviva’s Continuous Measurement Analytics Platform provides comprehensive, consistent, census-level metrics through real-time, large-scale server-side sessionization. Using unique detection and data pipeline, our 58-patent platform enables marketers, advertisers, technical operators, engineering and customer service teams to attract, engage , to increase and retain their audiences. Conviva is dedicated to supporting brands like DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, SlingTV, TED and WarnerMedia that are driving the incredible opportunity of streaming media. Today, our platform processes nearly 3 trillion streaming data events per day, supporting over 500 million unique viewers watching 200 billion streams per year, streamed to devices through 4 billion apps . Conviva ensures that digital businesses of all sizes can deliver better streaming, for every stream, on every screen, and every second. To find out more, visit the website www.conviva.com.
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Press release sent on June 16, 2022 at 1:45 p.m. and distributed by:
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