Instagram experienced a remarkable 34.40% growth in engagement, accumulating 1,119,570 engagements for Sunday’s win over the Bears at home. Their social value also grew by 30.03%, totaling $385,277. Their Instagram following saw a substantial increase, with followers rising from 2,760,872 to 2,771,238 by Sunday night.
Facebook also experienced a significant rise in engagement with a noteworthy 26.67% increase. Impressions reached a total of 1,795,400, reflecting the widespread reach of the event with a growth of 85.05%. Engagements heightened, with a rise of 36.85% and 281,643 interactions recorded during the highly anticipated game. This expansion in activity contributed to a remarkable social value of $269,992, signifying the impact of Taylor Swift’s surprise appearance on Facebook. The platform became a hub of lively discussions and interactions, causing a huge climb in engagement and content.
TikTok, known for its short-form video content, also had a big day with 3.8 million views, 506 thousand engagements and $488 thousand in social value, a major win for the Chiefs and NFL who are hoping that TikTok is a segue to Gen-Z’ers and accumulating new fans to watching the sport on Sundays.