World Cup 2014 is officially underway and fans from around the world are eagerly heading online to find out the latest scores, gossip and information. Social Media sites were born to work hand in hand with this enthusiasm allowing fans to connect and share with just a few clicks. As a result, web traffic can go through the roof on match days. How do advertisers know the best social media sites to concentrate their efforts on though? The world of social media was a different landscape during World Cup 2010, so I decided to look at the recent UEFA Champions League competition for some ideas.
Match day figures
Daily Web Traffic for Facebook, YouTube, Twitter, Tumblr and Pinterest between April – May ’14 by SimilarWeb PRO
Using SimilarWeb PRO, I compared web traffic between five of the biggest social media sites out there: Facebook, YouTube, Twitter, Tumblr and Pinterest. Now, there are close to 80 games played over 8 months, so analyzing all these match days would be very complex. To keep things simple, I decided to examine the web traffic of the 5 most important games: the 4 semi-final games (22/23/29/30 April) and the final (29 May).
I exported the traffic data to an Excel file, so that I could scrutinize the match day figures a bit closer and understand the best sites to advertise on. It didn’t take long to realize that certain social media sites were MUCH more popular than others! Facebook and YouTube are way ahead the rest of the social media sites taking over 90% of the traffic share for these five sites between April and May 2014. Twitter, Tumbler and Pinterest all show respectable traffic figures, but the gulf between them and the two superpowers is mind boggling.
As a marketeer, you would want to pay attention to these traffic statistics very closely as they could help shape your advertising campaigns. The first place to concentrate your marketing strategies on would be Facebook due to the sheer number of people who will see them. YouTube, as well, is an excellent place to prioritize for ads as the potential for clicks is very high. The drop off in traffic between Twitter and Tumblr is huge, but the traffic statistics are still very attractive to an online marketing team, so focusing ads here also makes sense. Tumblr and Pinterest are less appealing on match days as their traffic is dwarfed by their rivals, so the chances of conversion are low.