Conviva’s Social Insights analysis of Europe’s top football leagues shows that the rivalry that grabs the attention of the fans doesn’t stop at the final whistle; Preferred Instagram platform to increase engagement
FOSTER CITY, California–(BUSINESS WIRE)–European football fans’ obsession with their favorite teams spread to social media in the 21-22 season, according to a new report from Conviva, the continuous measurement analytics platform for streaming media. season. In its European Football Social Report 2022, Conviva analyzed and ranked the social media performance of the top 130 teams in Europe’s six biggest football leagues to understand who is dominating the interaction and what strategies are winning on the networks.
Nick Cicero, Conviva’s vice president of strategy, said: “The European football season 21-22 was full of exciting transfers, upsets and intense finals, resulting in high social media engagement between teams and leagues throughout the season. It’s clear that he knows and applies their competitive mindset to gain social media fans 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 engagement has intensified and we expect this trend to continue into next season. ” said.
While the best football teams of Europe were active on all social media platforms, the most shares were seen on Twitter in the 21-22 season. However, Instagram completely dominates other social platforms in engagement, accounting for 82% of all post interactions and 74% of all video interactions across all leagues and clubs, staggering percentages.
Other key findings from Conviva’s European Football Social Report 2022 include:
- TikTok takes over – TikTok exploded in popularity in the 21-22 season, with most teams and leagues increasing their activity on the platform.
- trust the video – The evidence is clear on all platforms: Video content is #1. Video content attracts viewers and drives higher engagement rates, especially on video-first platforms like TikTok. Even on text-heavy platforms like Twitter, video content received more engagement per post than static content.
- Content experimentation and expansion – While teams primarily post highlights, score updates, and other traditional content, this formula no longer works for teams looking to increase engagement. This season, clubs have experimented with memes, behind-the-scenes content, casting and other unique formats to differentiate themselves.
- Manchester United and PSG are leaders on all fronts – Two of football’s biggest teams have had great success on social media this season. Both clubs excelled in viewership and attendance for their respective leagues. Part of it may have to do with buying the 2 top athletes: Lionel Messi and Cristiano Ronaldo.
To learn more and download a copy of Conviva’s European Football Social Report 2022, go here.
About Conviva 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) so which accounts, posts and videos are easily discovered . make the best of it and analyze why. Social Insights also provides 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 return on investment. Visit https://www.conviva.com/social-insights/ to learn more.
Conviva enables broadcast companies to take action after just a few seconds of watching, so their business stays ahead of the competition. Conviva’s Continuous Metrics Analytics Platform provides comprehensive, consistent, count-level metrics through real-time, large-scale server-side login. Our 58 patented platforms enable marketers, advertisers, technical operators, engineering and customer service teams to attract, engage, monetize and retain their audiences using a unique sensing and data pipeline. Conviva is dedicated to supporting brands like DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, Sling TV, TED and WarnerMedia that provide the incredible opportunity for streaming media. Today, our platform processes approximately 3 trillion streaming data events per day and supports more than 500 million unique viewers who watch 200 billion streams annually and are streamed to devices through 4 billion apps. Conviva enables digital businesses of all sizes to deliver better streams for every stream, every screen, every second. Visit www.conviva.com for more information.
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