Who Wins the Social Media Reach Super Bowl?
While Super Bowl LV takes place on February 7th, it isn’t the only competition. As previously mentioned in What the 2020 Charli D’Amelio Super Bowl Ad Means for the Future of Influencer Marketing, we discussed the shift from traditional Super Bowl advertising to a focus on social media reach and growth. As a result of the increased cost of advertising during the big event, many brands are sitting out from running Super Bowl LV ads and looking towards influencer marketing campaigns.
Additionally, “only 35% of the Gen Z adults surveyed said they watched Super Bowl 54, compared to 54% of Millennials, 51% of Gen X, and 52% of Baby Boomers.” Due to decreased Super Bowl viewership amongst Gen Z, many brands will look to launch social media campaigns in order to reach them. After analyzing some of the key players featuring in Sunday’s game, we determined who wins the social media reach Super Bowl.
Tampa Bay Buccaneers
As a franchise, the Tampa Bay Buccaneers carry 3.2M total followers throughout their social channels. However, their largest social channel can be found on Facebook, which accounts for 31.25% of their total following.
Boasting a total reach of 15.5M followers, it’s only fitting that Tom Brady leads the way for the Buccaneers. Due to his large following, Brady has landed sponsored partnership deals with brands such as Beats. Brady’s largest social media following Is on Instagram, where he has amassed 8.2M followers. According to historical data, an influencer such as Brady could demand roughly $300K per post. Although Brady has also created commercial content for Beats, this sponsored post is the only social media content that Brady has posted for Beats. As a result, this one-off post likely cost $300K.
Second, on the Buccaneers in total reach is Rob Gronkowski. Gronkowski has a total reach of 9.5M followers across all social channels. His largest social channel is Instagram, where he has 4M followers. Additionally, his likeness has resulted in paid sponsorships. As can be seen below, Gronkowski has created sponsored content for Tostitos among other brands.
Tampa Bay Buccaneers wide receiver, Antonio Brown, is known for dominating off-field headlines over recent seasons. With his name always in the spotlight, Brown has accumulated a total social reach of 6.1M followers.
Coming in fourth on the team is defensive tackle, Ndamukong Suh. Suh has accumulated a social media reach of 1.1M total followers. However, his largest social channel can be found on Twitter, unlike his fellow teammates on this list.
Fifth in total reach on the Buccaneers is wide receiver, Mike Evans. Evans has a total social media reach of 721.5K. However, the star receiver can only be found on Instagram and Twitter.
Kansas City Chiefs
As a franchise, the Kansas City Chiefs carry 7M total followers throughout their social channels. However, their largest social channel can be found on Instagram, which accounts for 27.14% of their total following.
With a total reach of 6.2M followers, quarterback, Patrick Mahomes leads the way for the Chiefs. Due to his large following and healthy hair, Mahomes has landed sponsored partnership deals with companies like Head & Shoulders. Mahomes’ largest social media following Is on Instagram where he has amassed 4.2M followers. According to historical data, an influencer such as Mahomes could demand roughly $300K per post. Additionally, Mahomes has created three Instagram posts for Head & Shoulders in the past year. In total, it is likely that this campaign cost nearly $900K.
Second, on the Chiefs in total reach is Le’Veon Bell. Bell has a total reach of 4.3M followers across all social channels. Both Instagram and Twitter are tied for his largest platform with 1.9M followers each. The two platforms make up 88.37% of his total social media reach.
Kansas City Chiefs safety, Tyrann Mathieu, has the third-largest reach of all the Chief’s players. With 3M followers, his likeness has resulted in paid sponsorships. As can be seen below, Mathieu has posted sponsored content for brands such as Samsung.
Fourth in total reach on the Chiefs is wide receiver, Tyreek Hill. Hill has a total social media reach of 2.2M. However, the star receiver only has Instagram and Twitter accounts.
Coming in fifth on the team is Travis Kelce. The tight end has accumulated a social media reach of 2.1M total followers. As a result, his likeness has resulted in paid sponsorships. As can be seen below, Kelce has posted sponsored content for brands such as T-Mobile.
So, Who Wins the Social Media Reach Super Bowl?
In conclusion, the Tampa Bay Buccaneers win the social media reach Super Bowl by a score of 34.6M in comparison to the Kansas City Chiefs’ 24.8M. If you’re interested in learning more about social media reach, influencer marketing strategy, and more from industry experts, visit Captiv8.io for more info!