By Hal Conick
Source: American Marketing Association

Brands on social media can find a way to make a hit on Super Bowl Sunday

Big or small, brands have a chance to pick up steam—and perhaps go viral—any given Super Bowl Sunday.

Influence Central’s 2017 Biggest Game in Football report says 78% of consumers engage in social media while watching the Super Bowl.

According to the report:

• 38% want to share their thoughts on the commercials.

• 32% want to react to the game.

• 18% want to share photos of game-day parties.

• 10% want to see what their network is doing.

• 2% want to share strategy about the game.

Stacy DeBroff, CEO and founder of Influence Central, says even smaller brands have a chance of getting in front of a highly focused, gigantic audience on during Super Bowl Sunday.

Here are five tips for getting the attention of one of the biggest audiences of the year:

1. Focus on Pinterest before the game.

There’s a lot going on pre-game, according to DeBroff. This is where brands can focus on Pinterest, as 68% of people surveyed by Influence Central say they go to this social media platform when planning for game-day parties. Another 26% say they focus on Facebook and 17.2% say Instagram.

American Marketing Association

“Over the weekend, everyone is going to be looking to set up these parties,” she says. “It turns out that people really want to design [parties themselves]. When it comes to this sort of creative casual fare, they’re turning to Pinterest to be included. That’s a moment where brands can put up—if you’re a food brand—pictures of a party spread or the recipe for your bean dip in the shape of a football or the colors of the teams.”

2. Focus on Facebook and Twitter during the game.

Parties are getting smaller for the 2017 Super Bowl, DeBroff says, as fans now have big screens at home and an instant ability to tap into an online party via social media. During the Super Bowl, fans look for real-time news on Twitter and their friends’ reactions on Facebook.

“When you realize the primary focus is going to be on Facebook and tweeting, it gives marketers a focus in advance,” DeBroff says, adding a possible example of posting branded picture every time a team scores a touchdown.

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