Social Media Channels Record Highest Ever Engagement Levels During World Cup Final

Cup final sport fan engagement marketing

Social media sites Twitter and Facebook recorded huge levels of engagement during the FIFA World Cup final last week, the Internet Advertising Bureau (IAB) UK reports – with new records being set for the number of tweets sent per minute, and the number of interactions taking place on the sites at any one time. The final match, which saw Germany beat Argentina in the Maracana stadium during extra time, aired on July 13 and has surpassed the number of tweets sent during the London 2012 Olympic Games, which reached 150 million tweets being sent during the few weeks it took place.

During the match, Facebook experienced around 280 million interactions between approximately 88 million users. This made the World Cup final the most interactive sporting event the social media channel has ever experienced.

Twitter, on the other hand, recorded 618,725 tweets being sent per minute at the end of the match. This overtook the former record – also recorded during the FIFA World Cup – which saw 580,166 tweets at the final whistle during Germany’s impressive 7-1 victory over Brazil in the semi-final.

The total number of tweets sent during the final, however, did not surpass the total sent during the semi-final match between Germany and Brazil. The semi-final match recorded 35.6 million tweets compared to 32.1 million for the final.

Mario Balotelli wrote the most retweeted message during the competition, however the individual players who were most discussed during the tournament were Lionel Messi and Mario Goetze – the Argentinian forward and the German midfielder.