How Social Media Marketing for Super Bowl LVII Compares To Traditional TV Ads
For decades the Super Bowl has served as advertisings biggest night of the year. But according to new reports, social media marketing has increasingly become a more powerful awareness driver during the game.
While this year’s Super Bowl boasted a whopping 113 million live TV viewers (including the additional 28.5 million households who tuned into watch Rihanna’s halftime performance), the hashtag #SuperBowlLVII on TikTok collected 225 million views, more than double the game’s TV viewership. This means that more people are scrolling through TikTok instead of (or while watching) the game.
According to Marketing Dive via Forrester, “second-screen activity during the Super Bowl is increasingly popular, with 43% of viewers during last year’s game scrolling on various apps while they watched.” With that said, more marketers, small brands, and founders have made social media a focus instead of spending millions to buy a 30-second in-game ad that viewers may or may not actually see.
The move to collaborate with key influencer has become increasingly popular. Insider Intelligence predicts total spend on influencer marketing to reach over $6 billion, up from $5 billion in 2022. A lot more people are viewing there phone screens while watching television, especially when commercials come on. From an engagement standpoint, it makes sense to invest you ad dollars on social media channels users are spending more time on.
In other news…
Two weeks ago we reported that Meta was exploring paid blue checkmarks. Today, Meta has begun testing the new offering called Meta Verified on Instagram and Facebook.
Meta Verified is a subscription bundle on Instagram and Facebook that includes a verified badge. With Meta Verified, users can authenticate their account with government ID, receive proactive account protection, access to account support, and increased visibility and reach. The subscription price is $11.99 per month on the web or $14.99 per month on iOS and Android.