According to a study by Comscore, the opening date of the World Cup in Qatar reached more than 390,000 mentions on the networks
The year 2022 was marked by many dates, but one in particular became a highlight: the World Cup. The World Cup, which draws crowds and stirs emotions every four years, was highlighted not only on television, but also in the digital environment.
The first week of the Cup, which took place in November, the event reached more than 390,000 mentions on social networks, according to the analysis ‘Social Insights: World Cup and Brazil’s debut’, by Comscore.
Brands such as Ita, Guaran Antarctica, Magalu, Nubank, McDonald’s and Adidas were the ones that most engaged with the public between the 20th and 24th of November. In the case of Ita, the bank saw an increase of more than 1,398% in the engagement of its shares.
Regarding the debut of the Brazilian team at the World Cup, on November 24, the country had more than 109,000 mentions on the networks and the Magalu, Budweiser, Ita and Vivo brands were the ones that most engaged the public on the networks on the day.
A world-class event like this is undoubtedly a huge opportunity for brands to create conversations, relevant content and engaging stories on social media. Social media platforms are the ideal space to establish connections in real time during matches, taking into account the social strength of the fans, gathered with friends and family, said Ingrid Veronesi, senior director for Brazil at Comscore.
Number 9 for Brazil, Richarlison was the star of the game against Serbia, scoring the two Brazilian goals in the game, and also shone on social media, with a 239% growth in shares on social media between January 20th and 24th – , totaling more than 10.5 million shares.
Among the most active public in the posts, the Comscore survey identified more than 120,000 unique authors in the first week of games, 56% of them men. In addition to interest in sports (18%), the audience also expresses an affinity with themes such as music (15%), games (10%) and plastic arts (8%).
