World Cup Helps FC Barcelona Win Big on Instagram

Social video rankings favor sports and simplicity

While sports fans around the globe have been glued to their TV sets for the World Cup, social media marketers for FC Barcelona have made great use of the huge event to hone their Instagram video skills.

The UEFA Champions League team is the No. 1 brand on the Adweek/Shareablee weekly top 10 after charting second last week, which marked its first appearance on our three-month-old rankings. With 2.5 million current followers, FC Barcelona appears to be picking up roughly 200,000 new followers every week.

The World Cup has presented an unusual opportunity for Barça's social team: When the tourney began, the Spanish soccer club had 13 players participating for various countries. It had six guys still in action as late as the second round, and featured Croatia's Ivan Rakitić—who scored a goal in a loss to Mexico—in its latest winning social video. 

The multimedia chart below, which lets viewers take in last week’s top 15-second clips while seeing what kind of organic reach the brands created, clearly shows that Instagram users love sports. But like Starbucks, Mercedes-Benz and the National Basketball Association have shown recently, social video watchers appear to also enjoy simplistic editing. FC Barcelona's video does little more than show Rakitić waving and bouncing a ball off his foot.

National Geographic charts No. 2 this week by splicing together two sweeping scenes from the French Alps and countryside. You don't have to be Oscar-winning film editor Michael Kahn to pull off such productions. (But isn't that the beauty of filter-happy Instagram—making everyone feel a little bit more like an artiste?)

Both top-ranking clips this week, interestingly, appeared to have been shot with drones, which are gaining popularity among social content creators.

Check out how other brands made out on our chart.