Facebook and Twitter have released some hints that will help brands make the best of their social presence during the 2014 World Cup in Brazil, which starts in June. According to The Drum, the tips include utilising second screening, planning in advance, accurate targeting and using videos and images.
Twitter has estimated that 90% of its UK users will watch the matches on TV and many of them will be tweeting at the same time. Marketers should also bear in mind that if there is an exciting match on TV, there is likely to be more activity on social networks, according to Facebook. Sponsors and advertisers should therefore do their best to promote their social presence and encourage conversations.
Tweets and posts that are scheduled for key moments, when the chances of engaging users are highest, are well worth researching. For instance, relevant brands could advertise special offers for food and drink before a match starts. Advertisers should look for the best moment to target viewers depending on what their business is.
Facebook is currently testing a new targeting segment to find potential World Cup viewers, including team fans; the company has said this will be updated on a daily basis, letting brands reach consumers at all stages of the event. Twitter will also be providing the opportunity for targeting through Twitter ads, but both networks stress that it’s important to know your target audience. In this case, it’s mainly young people, with over 50% in the 18-34 age bracket.
Video and images are also a key element of any successful marketing effort on social media, and the World Cup is no exception to this rule. Interactive graphics, pictures or videos will encourage posts to be shared and retweeted and will drive higher engagement.