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How Twitter is using cricket events to boost engagement

With the latest edition of the #CricketTwitter campaign, the social media giant is ready to increase engagement and start conversations by leveraging the country’s biggest sporting event. Launched in September, the company launched dedicated emojis, promoted vernacular hashtags and published exclusive content such as video Q&A, premium content from publisher partners, multiple Twitter spaces in many languages ​​(Hindi, Tamil, Kannada, marathi, etc.) giving fans the chance to get more behind-the-scenes information.

According to Twitter, 69% of all people on Twitter in India classified themselves as cricket fans and 30% of people described themselves as big fans. There was a 23% increase in conversations around cricket leagues in 2020 compared to 2019.

About 51% of cricket fans on Twitter read articles about matches, players, reports; 25% plan to engage with Tweets during the game and 31% of fans plan to watch videos and 25% want to follow teams on the service.

Over 75 million Twitter conversations have taken place around cricket between July 2020 and July 2021. Top hashtags to follow include #whistlepodu, # ipl2020, #yellow, # ipl2021 and #csk. Virat Kohli, MS Dhoni, Rohit Sharma, Sachin Tendulkar and Suresh Raina are some of the best athletes to commit.

Preetha Athrey, Head – Marketing, Twitter India said Activity area, “We’ve seen fans love sporting events. The past two years have been pretty tough, but we’ve seen the upsurge in conversations between August and September. A memorable episode of fan support happened just before that. the lockdown when the ISL finals were held, we had collaborated with ISL and Star Sports. As the supporters could not be present at the stadium, we asked them to send their tweets and we created Tweet confetti by printing these messages on confetti and raining down on the players.We celebrated the sport and the love of the sport.

Not just cricket and football, the Olympics also performed well in terms of engagement for Twitter. Neeraj Chopra’s Tweet was the Most beloved Tweet in India, and Avani Lekhara and Bhavina Patel were among the most mentioned athletes at the Paralympic Games.

Athrey added, “People on Twitter are looking at several sporting events, be it football, tennis, NBA, NFL, Formula 1, badminton, wrestling and one of the biggest events. this year’s sportsmen at the Tokyo 2020 Olympic and Paralympic Games which delivered more than 82.3 billion impressions worldwide during the games.

A plethora of brand partnerships

Twitter has partnered with publishers such as Star Sports, Sony Picture Networks India, to bring exclusive video content to fans of the service. Thanks to Amplify Sponsorships from Twitter, brands can align with this premium content to reach a larger audience that is in the moment and actively seeking content to engage with. These are largely positive conversions and, in a sense, help

In terms of brands leveraging sporting events, Twitter has seen brands ranging from CRED to Swiggy to AMFI to Apple sponsoring a series of content on Cricket with the participation of one of its Cricbuzz partners.

“We teamed up with OPPO last year for a unique initiative, The Smashing Six, which once again delves into those special moments of a cricket match. Not just cricket as I mentioned earlier, brands today are looking to exploit multiple sporting moments. We’ve seen Thumbs Up, MPL, Inox to name a few that have created special campaigns around the Olympics, ”said Athrey.

DEBANGANA GHOSH

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