Blog / A SuperBowl Tale of Two Genders Topics  

A SuperBowl Tale of Two Genders

First off, a huge congrats to Gary Kubiak who I was fortunate enough to play for in Houston and my good friend Owen Daniels on a great season! And a tip of the cap to my other former team, the Panthers for a valiant effort!

It’s no surprise that there was a huge social media commentary around the Super Bowl this year. It’s also no surprise that men are more into the game as devoted fans while women tend to be more interested in the theatrics and aesthetics of something as extravagant as the Super Bowl. But does this reflect in the social media universe? And if so, what does that mean for brands who understand the need to actively engage this growing population of broadcasting voices?

Gender - chart

You can get a pretty good feel for the answer to the first question simply by looking at top Biography words of men and women who were actively talking about the Superbowl on Twitter:
twitter bio edited 2It’s pretty clear that the women in this conversation, while interested enough in the game to post about it, identify more as lovers of life than dedicated sports fans, which the men identify as.  Women were engaged though and the pageantry of the big game is enough to keep their attention, and there’s nothing better than a captive audience for a brand to make a splash.

One brand took advantage of this opportunity with a very simple tactic deployed at the right time with the right audience (something Zoomph preaches).  Can you guess the company?

Men and Women list view 2

So why would male diehard fans mention @Esurance more than @NFL and @CameronNewton?  And why would female lovers of life who are talking about the Superbowl mention @esurance more than both of the teams combined?!

This question is answered by the number 2 ranked most influential #SB50 post from the whole day with a whopping ZPoints ™ score of 164:

esurance

Lessons Learned

If you throw a bunch of money at an enormous but captivated audience, they will do what you ask them to do. Also, among the demographic that’s captivated but distractible (ie females) expect better success.

To give you an idea of the reach this tweet had, here are some metrics.  Not too shabby for a one-day campaign:

summary statistics

Sometimes success with social media marketing isn’t rocket surgery or brain science.  It also doesn’t have to be insanely expensive.  When you consider the multiple millions of dollars 30 seconds on TV will give you during the Superbowl, this campaign was a drop in the bucket but had impressive reach and clearly a ton of participation nonetheless.

There’s no better way to execute the right campaign like this, with the right audience, and at the right time than with a tool that does it for you, like Zoomph! Schedule a demo today.

Topics:
WP_Term Object ( [term_id] => 729 [name] => Social Media Analytics Resources [slug] => social-media-analytics-resources [term_group] => 0 [term_taxonomy_id] => 730 [taxonomy] => capabilities [description] => Our latest blogs showcasing how social analytics uncover insights about audiences and content that resonate with your brand. [parent] => 0 [count] => 73 [filter] => raw )
Analytics & Insights
WP_Term Object ( [term_id] => 733 [name] => Social Media News and Trends [slug] => social-media-news-trends [term_group] => 0 [term_taxonomy_id] => 734 [taxonomy] => updates [description] => Get the scoop on social news and trends, plus expert analyses, advice, and hacks for joining the most important conversations. [parent] => 0 [count] => 152 [filter] => raw )
News & Trends

Subscribe to Zoomph's Newsletter

How Zoomph is Addressing Changes to the Instagram API (Updated)

April 20, 2018

This blog was originally published on April 5 and updated on April 20 to mention expired features, plus new changes to Zoomph Notify and activations. On April 4, Instagram severely reduced access to their data… Read More

Why is your brand failing at influencer marketing?

April 16, 2018

With the advent of digital marketing, influencer marketing has become the advertising medium of choice for marketers. An increasing number of marketers are now using influencer marketing, realizing its short-term and long-term benefits. To understand… Read More

13 Expert Tips for Creating a Successful Digital Contest

April 16, 2018

Digital contests and campaigns are popular channels for generating leads and increasing brand engagement. That said, there are countless ways to create campaigns, some much better than others. Our team has had the opportunity to… Read More

‘Filter by Audience’ to Find What Your Ideal Customers are Saying

March 28, 2018

Social media is constantly buzzing with conversations surrounding your brand, your competitors, or your customer’s real-time experiences. For brand managers, social media is crucial for preemptive brand positioning. By tracking social activity, you can identify… Read More

All Posts