Yeeees! The greatest competition on Earth kicks off in Russia today and F&C have got World Cup fever…
We’ve also got a bunch of digital marketing advice to offer to sports brands. Whatever your goals are this summer, your business can capitalise on the most watched quadrennial sports competition on the planet.
First of all, you need to know the trends of your audience, and this colourful infographic produced by Global Web Index has the latest stats; quick breakdown for you whilst the teams are warming up:
- 41% of fans watch sports coverage on mobile devices
- Broadcast TV is still the hot favourite for live games
- 33% of Millennials watch live sports on social media
Although broadcast TV is still the preferred method of watching live games, 2017 was a benchmark season for sports viewers – and the referees whistle for the industry. More viewers are substituting TV for online channels – especially on smart TV’s.
Yellow card: you’ve been warned!
Video replay – on demand
An industry report compiled by Imagen demonstrates there is a growing demand for a ‘near-live’ content which is driving viewers to digital channels. This is content that is made available online – generally social media networks – within minutes of the event happening.
For example, how many times does a team score whilst you’ve nipped off to relieve yourself of the last couple of pints. It’s sod’s law. Or what about that tackle in the area, was that a penalty or not? Viewers want another look at these incidents and they want it on demand.
Fan TV and post-match content is another continuing trend that attracts thousands of subscribers. The attraction here is speed, availability and relevant content that is aligned to the interests of football fans.
Furthermore, it’s not just millennials and Gen Z’s that are reaching for portable devices to watch sports content online. Statistics have found the Baby Boomers spend more time consuming content than any other generation – however, this is put down to attention span. Younger generations are more focused on entertainment.
Sports brands should therefore be publishing a wide range of content that covers different age groups across various channels. Branded videos are great for customer acquisition and retention, but brand experiences, activities in social forums and influencer marketing are the tactics that will get you through the knock-out stage.
Distributing world cup video content
Social media is the most powerful platform for running contests and should be used to drive traffic to your website. But your competition, or the marketing, has to be unique to keep people interested for the whole tournament and beyond.
Tubular Insights suggest World Cup songs with accompanying videos receive 4.8 times more engagement than the average World Cup commercial. Not only that, the study found that world cup music videos reach 12% more females.
You may not be able to land global stars like Adidas’ latest World Cup video starring Pharrell Williams, but you may be able to sign up an established local band that are looking for publicity.
As more online giants push into live sports, brands have to look for new opportunities to capitalise on digital viewing habits. For example, Turner Sports Live provides marketers with a platform geared towards helping brands improve your digital marketing strategies.
With millions of viewers around the world tuning in to watch football matches almost every day for the next 30 days, sports brands have a prime opportunity to reach a wider audience and capture the attention of sports fans.
Sports fans are not just for the World Cup you know.