To see the contents of Qatar 2022, Meta plans to win in the field of digital platforms used by millions of users in the world.
This in a global environment in which soccer has become a digital and social experience that goes beyond the stadiums.
The creation of content has also been democratized, changing the dynamic: fans are now commentators and athletes, influencers.
“Proof of this is that Cristiano Ronaldo is the most followed soccer player on Instagram, with more than 470 million people paying attention to what he posts,” says Paola Escalante, director of the Creative Shop at Meta Mexico.
The way the fans will follow the game
Audience habits have been transformed; It is no longer about passive consumers, but about people who create content on social networks alluding to a soccer game, before, during and after it happens.
“The role we now play in Meta is to give these people a voice so that during Qatar 2022 they can share and consume content alternatives,” says Escalante.
According to data from Meta, 110 million people access Facebook in Mexico every month, and during the next World Cup it is expected that the number of interactions will increase considerably.
And it is that the passion goes beyond the tricolor team, because 84% of Mexican fans will continue to watch the championship even if the national team is eliminated.
In addition, according to Meta, the world soccer championship is expected to be followed by 76% of Mexicans.
“The content that is generated around the World Cup is going to be seen by people on a social network. This will become a community moment in which the fans will be able to know what happens with the players before, during and after the game”, Escalante highlights.
A great opportunity for brands
The media experience as a whole will be based not only on sports performance, but also on emotional and anecdotal situations of the soccer players.
“We will have various angles during the broadcast. That is where there is a point to pivot, where Meta plays a primary role in the interaction, communication and immersion of the community in the digital experience”.
Advertisers will also have a great opportunity in this context. According to Meta, 48% of users are looking forward to seeing what ads have been prepared for the World Cup, while 54% of them will interact with brands through Facebook or Instagram during the highest soccer tournament.
Regarding the users who will be aware of the World Cup through the Meta platforms, 43% said that they will exchange messages about the matches through WhatsApp, while 68% plan to read news about the World Cup, and 51% will be aware of their Favorite teams and soccer players.
“We are living in an attention economy, which is spread over a lot of places. Digital platforms today are definitely a place where there is a lot of attention from consumers within a very rich ecosystem for the consumer”, concludes Escalante.
