WORLD CUP: Facebook Offers Advice To Marketers On Targeting 48.9M U.S. Soccer Fans

By David Cohen 

FBUSSoccerFans650Don’t tell Facebook users that soccer isn’t popular in the U.S.: The social network revealed in a post on the Facebook for Business page that approximately 500 million of its 1.28 billion monthly active users are fans of the beautiful game, with 48.9 million of those in the U.S., second only to the host country of 2014 FIFA World Cup Brazil.

Facebook offered the following statistics about soccer fans in the U.S. in an attempt to prompt marketers to take advantage of the World Cup, which kicks off Thursday, June 12, and wraps with the championship match Sunday, July 13:

  • 35 percent are between the ages of 18 and 24, while 25 percent are between 25 and 34.
  • Don’t count women out: 51 percent of U.S. soccer fans are male, while 49 percent are female.
  • 62 percent of U.S. soccer fans accessed Facebook every day in a recent week.
  • U.S. soccer fans post 1.7 times more photos than average U.S. Facebook users, as well as 1.8 times more status updates, 1.7 times more videos, and 1.7 times more comments.

The social network also highlighted a soccer match in March, saying that it generated 16.8 million related actions (posts, likes, comments, and shares), most of which happened after goals were scored, and 89 percent of which came via mobile phones.

Finally, Facebook offered the following tips to marketers looking to take advantage of this year’s World Cup:

  • Reach people who are most likely to be engaged with the event — football fans or fans of specific teams.
  • You can also target more specific groups, including the 10 million soccer fans in the U.S. who have Hispanic affinity, and the 4 million soccer fans in neighboring Canada.
  • People who watch the game need food and supplies to make the most of the experience. Target them with special offers before kickoff using partner categories to identify and reach the right people based on their activity off Facebook, including purchase history, intent, and demographics.
  • As you develop your creative, you can use sight, sound, and motion with Facebook’s page post video ads to bring your message to life.

Readers: Are you ready for 2014 FIFA World Cup Brazil?