How Social Media Won the 2014 World Cup
Germany may have won the World Cup, but online it’s social media that really won the event. The World Cup left a huge footprint on social media platforms.
In the aftermath of the 2014 FIFA World Cup, Facebook (NASDAQ:FB) and Twitter (NYSE:TWTR) have put out blog posts detailing the impact of the international men’s soccer tournament on their respective platforms. On Facebook, more than 350 million users posted more than 3 billion interactions during the tournament. Twitter users posted a total of 672 million tweets related to the World Cup.
Social media existed during the 2010 FIFA World Cup, but it was the second place for that year’s top trend in a year dominated by news of the BP Oil Spill. Four years later, it is the dominant social media event due to how much social media has grown since then.
Two years after the 2010 World Cup, Facebook reached a milestone—it grew to one billion registered users. It now has that many users on mobile devices alone. Twitter reached 100 million users a year after that World Cup. It is now up to 251 million users. With a group that huge on social media, it’s no surprise that soccer fans were among them, posting and tweeting about the 2014 World Cup.
Twitter posted on the World Cup’s impact on the social media platform. More and more tweets were sent out as the teams advanced in the tournament, peaking during the Germany versus Brazil semifinal game. Not surprisingly Twitter users from Western Europe and Brazil were sending out a significant tweets during that game. On Facebook, this was the most social game of the tournament too.
Facebook also noted that Brazilian users were particularly active during the World Cup, with more than 58 million Brazilian users posting and commenting about the World Cup in a blog post from June 30. By the end of the World Cup 57 percent of Brazilian Facebook users had posted some World Cup-related content.
As the host country, many tweets and posts originated in Brazil, from the official accounts of FIFA, teams, players and fans attending the games alike. Twitter’s interactive mapping of World Cup data also shows Brazil as a highly active area in terms of tweets throughout the tournament.
It’s not uncommon for popular events like the Super Bowl or the Oscars to trend on social media, but the World Cup broke records on both Facebook and Twitter. Twitter reported that it had World Cup tweets from every country where users could access Twitter. Facebook had more than 3 billion interactions by the time Germany scored the winning goal in overtime, shattering records.
So while the 2014 World Cup is currently one of the most social media-centric events ever, let’s see if it can hold onto that title for the next four years.