While the final score of Super Bowl 50 put the Denver Broncos clearly atop the Carolina Panthers, both teams excelled differently on social media.
New data from Unmetric, tracking the social media efforts of the two teams from Jan. 25 through Super Bowl Sunday, shows that while the Broncos were standouts on Facebook, the Panthers were more successful on Twitter and Instagram.
Unmetric shows that the Broncos dominated the Panthers in terms of share of voice on Facebook, 71 percent to 29 percent. However, the Panthers were far more successful on Twitter.
In terms of official hashtags on Instagram, Carolina’s #KeepPounding was moderately more successful than Denver’s #BeatThePanthers, using Unmetric’s Engagement Score as the measuring stick:
Though the Panthers posted far less often to Facebook and Twitter than the Broncos in this time period, they had the most engaging content. On Twitter, the Denver Broncos received the most replies, but the Carolina Panthers had the most likes and retweets. On Facebook, the Broncos received the most number of likes (7,202,838), comments (184,011) and shares (993,737).
Here’s a look at how the two teams scored on engagement on Facebook and Twitter:
The most popular Facebook post for the Broncos, with an Engagement Score of 1,000, featured MVP linebacker Von Miller holding the Lombardi Trophy.
The most popular Panthers post on Facebook, also with a 1,000 Engagement Score, was a thank you to fans.
The most engaging Twitter and Instagram posts for the Broncos featured a GIF of the three Lombardi Trophies the team has claimed.
— Denver Broncos (@Broncos) February 8, 2016
Meanwhile, the Panthers’ most engaging tweet was a simple emoticon.
— Carolina Panthers (@Panthers) February 8, 2016
Readers: Which team had the best posts on social?
Top image courtesy of the Denver Broncos on Facebook.