ICYMI: How Super Bowl Campaigns Stacked Up on Social Media
This week: How brands extended their Super Bowl campaigns on social media, why Twitter is doubling down on livestreaming, and everything you need to know about Pinterest’s new visual search tools.
On Super Bowl Sunday, while the Patriots and the Falcons were doing their thing on the field, viewers were multitasking with social media. According to data from Facebook, there were over 390 million Super Bowl-related interactions on Facebook and Instagram alone. 64 million Facebook users joined game-time conversations and watched over 262 million videos related to the big game. And, over 90% of Facebook interactions took place on mobile. TV and social media go hand in hand; to truly get the most out of any ad campaign, social media advertising is a must. Find out how your brand can leverage paid social during TV’s next big live event by downloading Adaptly’s Awards Season strategy guide.
With a 30-second Super Bowl TV spot costing $5 million, brands turned to social media to extend their campaigns in the days leading up to and during the big game. While Facebook and Twitter are often the first channels to come to mind for real-time event advertising, many brands relied on Snapchat and Instagram this year as well. Particularly, to reach millennials. Take a look at Adweek’s list of 12 brands that used social advertising to promote extra video clips or tease TV spots in order to extend their Super Bowl creative beyond TV.
2017 will be the year of livestreaming for Twitter. The platform has established itself as a destination for real-time events and continues to double down on its livestreaming strategy. By uniting live video coverage with real-time conversation, Twitter provides users (particularly cord-cutters) with a one-stop shop for real-time event coverage. Through deals with organizations like the NFL, PBS, and the Golden Globes, Twitter is creating content for viewers and advertising opportunities for brands. To see how Adaptly client JBL promoted a video during Twitter’s livestream of a Patriots game and drove 1.1 million views, download our case study.
Ever seen an outfit on the street and wanted to know more about it – like how else you can style that pair of shoes or where you can find a similar hat? Well, now you can with Pinterest’s new visual search tool Lens. Lens uses the camera in your phone to capture objects in the world around you and provide you with new ideas inspired by those objects on Pinterest. Lens joins Pinterest’s Shop the Look tool, which allows users to find and buy items in fashion and home decor Pins, to expand the search and discovery functions of the platform.