While the US may be better known for its fondness for another kind of football, it actually has the second-highest number of soccer fans on Facebook after Brazil. The best way to reach these fans is to be where they are during the game — on Facebook — the biggest stadium in the world.
The majority of US soccer fans are young: 35% of them are between 18-24, and 25% are between 25-34. US women are almost as interested in the sport as men: 51% of fans are male, and 49% are female. US soccer fans tend to be highly connected and on the move: 62% of them were on Facebook every day of a recent week.
They are also highly active on Facebook: Compared to the average person on Facebook in the US, soccer fans post 1.7x more photos, send 1.9x more messages, post 1.8x more updates, upload 1.7x more videos and make 1.7x more comments.
35%of fans are aged 18-24
25%of fans are aged 25-34
62% were on Facebook every day of a recent week
16.8Mactions made of Facebook during a soccer match in March
89%were made on mobile phones
During a soccer match this March, US soccer fans were particularly active on Facebook, with 16.8 million actions made related to the game, including posts, likes, comments and shares. Most of these actions happened during the pulse-racing moments at the beginning of the game and whenever either team scored a goal. The large majority of these actions, some 89%, were made on mobile phones.
Here are some suggestions how marketers can be successful on Facebook during the world football matches and beyond: