The World Cup Overtakes Social Media

Of the 255 recognized countries or territories in the world, 230 of them have generated at least one mention of the 2014 World Cup on social media, according to the Adobe Social Index (ADI). On average, 350,000 Tweets are being sent out per day mentioning the World Cup. The opening game, Brazil vs. Croatia, is expected to draw over 3 billion viewers, which is around half the world’s population.

Why is social media brand coverage so important during this event? In a 90-minute game, only 17 percent of that time is dedicated to commercials, which are easy to skip or avoid with today’s technology. Meanwhile social media represents a constant flow of information throughout the game, and some of that information is guaranteed to be advertising.

The phrase World Cup has amassed 19 million mentions on social media since last June. Most likely because of this, Adidas is spending more on digital marketing than it is on television ads this year. Tom Ramsden, the global brand marketing director for Adidas football, had this to say about the World Cup: “This will undoubtedly be the most social World Cup ever and probably the most social event in history.” The top 20 most shared World Cup ads have already out-performed the top 20 Super Bowl commercials earlier this year.

Christian Ronaldo, the world’s most popular athlete on Twitter, tweeted out a Nike YouTube commercial to his 26 million followers recently. The results were staggering. The video has reached over 75 million views since it was uploaded less than two months ago. Shakira’s World Cup hit La La La has been viewed over 97 million times in under two weeks.

Google is also taking advantage of this event’s global popularity by creating a World Cup website that will show live updates and what’s trending in one convenient spot. As you can see from the picture below, each match has people’s reactions in real-time on social media regarding each team.

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FIFA.com has a fantastic social media hub that shows you live feeds from all of their Twitter, Facebook and YouTube pages. If you want a visual of how popular the World Cup is on social media, check out this recent Facebook post that garnered close to 15,000 shares and almost 150,000 comments in less than an hour.

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Not all the buzz on social media is positive. Brazilians are particularly angry about the cost of this month-long event. It is believed that Brazil has spent over $11 billion in preparing for the World Cup. Protests even erupted hours before opening ceremonies. Police tried to diffuse angry demonstrators with tear gas and rubber bullets near one of the stadiums.

How do you plan on staying up-to-date during this highly anticipated event? Let us know in the comments.

Move Over Pinterest, Make Room for We Heart It

Pinterest is one of the most popular social media sites. With 70 million users, it is third behind Facebook and LinkedIn and ahead of Twitter and Instagram. When it first came out in 2010, many people were asking themselves “why didn’t I think of that?” Pinterest is a lot like a scrapbook, a dorm room pin board, an inspirational quote book or even a cook book.

We Heart It, established in 2008, is Brazil’s equivalent to Pinterest. It is a place to find the most beautiful images of all the things you love, discover and save quotes, pictures that match your mood or research images for an art or fashion collage.

In 2011, the We Heart It site had 460 million page views with 7.7 million unique – far greater than Pinterest at 91 million page views and 1.5 million unique. Investor funds have allowed Pinterest to develop a huge lead over We Heart It in their user statistics. Now valued at $1.5 billion, Pinterest boasts more than two billion page views and 34.5 million monthly unique.

The explosive growth of Pinterest is directly attributed to its ability to generate investor financing. The creators of We Heart It turned down investors, choosing steady growth driven by strategic ad revenue. Roughly 80% of We Heart It’s monthly users are under the age of 24. Pinterest’s demographic is very much the opposite. Roughly 80% of Pinterest users are over the age of 24.

 

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We Heart it and Pinterest have a lot of similarities and also a few key differences. Here are a few of them:

Similarities

  • “Heart it” and “Pin it” buttons allow you to attach images or any web content you find and like to your profile.
  • Hearts and likes identify your favorite images and are saved.
  • Sets and boards classify your favorite images into subjects such as quotes, inspiration and summer looks.
  • “Image” and “Pin” buttons add original content.

Differences

  • Instead of a profile page and Pin Boards, We Heart It users have a canvas and collections.
  • We Heart It users can only “heart” photos, which automatically adds the photo to their canvas.
  • Comments are not allowed on We Heart It to ensure no bullying, negativity or spam occurs.
  • We Heart It users can tag photos; Pinterest users can add descriptions only.

Basically, We Heart It (now with 25 million monthly users) works and feels like a younger, artsier Pinterest. Images of beautiful celebrities and peaceful sunsets replace the wedding dresses and home cooked masterpieces synonymous with Pinterest. The owners are now considering outside investors. They’ve announced their first round of formal partnerships in December and currently have a half dozen partners, including publications like Teen Vogue and Lucky. These relationships are not financially-driven, but they do demonstrate that We Heart It is commanding outside interest from other brands.

 

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Pinterest and We Heart It share another resemblance: they both recognize that at the end of the day they are a business and their survival will depend on their ability to generate revenue.

What are your thoughts on Pinterest versus We Heart It? Do you have an account on either platform? Which one do you prefer to use or do you use both of them? Let me know in the comments below or tweet me at @yuppitsdebbie. Feel free to follow me on Pinterest or We Heart It.