A lot of the team here at First Digital Media were tuned in on Sunday night ready for the event of the year. What we want to look at is how it played out on social media throughout the whole world, not just here in Little Old ‘Lancaster.
This year’s Super Bowl is the 51st of its kind and saw the New England Patriots take over with a winning score of 34:28 against the Atlanta Falcons. All eyes were on the NRG Stadium on February 5th and with only 70,807 people in attendance, there were a lot of eyes on social media too.
Beyoncé Stole the Show
Although figures were high this year with a massive 64 million interactions on social media platforms, Beyoncé stole the show in 2015 with her half time performance and raked in 65 million people online and 265 million engagements.
Last year saw social media users make the most out of the ‘live feed’ option for the event and they really got engaged in the running up to the big night. In total, the users altogether shared 265 million posts and more than 1.3 million ‘unique people per minute’ were getting involved through commenting, posting, liking and sharing anything to do with the Super Bowl.
image source – https://uk.pinterest.com/source/jeweljewelyesim.com
Mobile Came Out On Top
This year’s Super Bowl was incredibly active online but a massive 90% of those interactions took place on a mobile platform – not surprising really is it? Like we have said before, if you are not using mobile in 2017, you are massively falling behind.
One of our Digital Marketing Executives, Warren, found his place on the sofa on Sunday night, got his American snacks prepared and tuned in from 10 pm to watch the event take place. With his mobile in hand, he was live Facebooking throughout the game and was interacting with other watchers on the amazing performances from Tom Brady, Matt Ryan and Julian Edelman.
Warren’s main interaction on social media was with the platform Facebook, but others in the running included Twitter, Instagram and Snapchat.
The Crowd Went GaGa for Social Media
Lady GaGa was this year’s half time performer and sporting an NFL-themed costume throughout, she clearly stole the show and impressed the viewers. In fact, some of the viewers were more interested in how old she is as it was reported the top trending Google Search during the game. Does it really matter when she performed like that?
image source – https://uk.pinterest.com/pin/57491332723703627/
Not only were the crowd watching live as the game took place but they were also actively searching and watching videos on social media, 262 million times to be precise. “Visual storytelling is more important than ever, both live and pre-recorded” and clearly, video ‘out did’ itself this year.
Media Is Changing!
Twitter this year did manage to overcome its previous years’ figures but still wasn’t able to break the 2015 record. Following the hashtag ‘#SB51’ while the game was live, there was a recorded 27.6 million tweets in total and this saw Twitter storm ahead on conversation figures.
All of these facts and figures are interesting but as social media advocates ourselves, the team here at First Digital Media have looked at the reasons why these figures exist. Although Facebook and Twitter are massive platforms and are bound to bring in the biggest numbers, this year saw the move of smaller platforms and changed the way audiences use social media in general.
With Snapchat, Instagram and YouTube playing their own part in the run-up to the big game, 2017 has paved the way for audience interaction in their masses.
Were you focused on the touchdown or the half time performance? Either way, both of the topics were the leading tweet conversations as well as ‘Patriots complete comeback’, ‘End of Lady GaGa’s memorable Super Bowl Halftime Show Performance’ and ‘Danny Amendola’s 2-point conversion to tie the game’.
What’s Next To Come…
As you can see, social media was somewhat bigger than the game this year even though it went into overtime. First Digital Media predict that Snapchat will take over Twitter next year in the rankings and with filters, stickers and locational tags, we are sure that users will get involved right away. We are looking forward to next year already and can’t wait to see who is performing… Our money is on Rihanna!