The 2016 Summer Olympic Games begin Aug. 5 in Rio de Janiero, and Twitter shared some tips for advertisers looking to compete.
Marketing manager Jay Bavishi said in a blog post that Twitter retained market research firm Research Now to investigate what its U.S. users expect during the Olympics, and Research Now’s findings were:
- Entertainment: This includes humorous takes on what’s happening in Rio, sharing video assets or creating exclusive branded content.
- Inspiration: Research subjects indicated a preference for content that inspires people to think or act on issues of a global scale, in addition to celebrating individual athletes or a national team.
- Information: Help your audience keep track of important stats and results. The Games last a total of 19 days with 207 nations, 306 events in 42 sports and more than 10,000 athletes participating. For fans, it can be difficult to keep track of the action, so help them out.
Our study also uncovered that fans who follow the Games on Twitter are interested in more than what’s happening on the field. Find ways to give fans behind-the-scenes access.
Our research revealed that two out of three surveyed agree that Twitter provides unique insider access to certain people that can’t be found on other platforms. In fact, more than 70 percent of those surveyed strongly associate Twitter as a platform that provides an expert point of view—compared with 46 percent to 56 percent on competing social platforms. Twitter also ranked higher as a platform that provides a unique perspective and is ranked the most timely of all platforms.
As you plan your brand’s Olympic campaign on Twitter, pair these insights with creative that speaks to the emotional connection that people have with the Olympics. Think about joining the conversation in real-time on Twitter starting Aug. 5 along with millions of people around the world.
Readers: Are you ready for the 2016 Summer Olympics?