#SheBelieves: How the Women's World Cup Dominated Social Media

Photo of Rachel Fackender

Rachel Fackender

Senior Account Executive

It is estimated that there are 2.8 billion Internet users – and, nearly half of those users have active social media accounts.

  • Facebook has an estimated 1.4 billion users with an average of 4.5 billion likes per day.
  • Twitter has an estimated 284 million users with an average of 500 million tweets per day.
  • Instagram has an estimated 300 million users with an average of 70 million photos and videos shared per day.

These platforms are part of a community, a community that serves as brand awareness facilitators, encouraging users to participate in trending topics like the 2015 FIFA Women’s World Cup final. According to Nielsen, the final drew a record 25.4 million viewers to Fox – with viewership up 89% from final in 2011, which also featured the U.S. and Japan. That makes it the most-watched soccer game in U.S. history, and I believe that these social platforms served as a catalyst that increased overall viewership.

After the U.S semifinal victory over Germany, the finals quickly became a topic of conversation as fans took to social media (Facebook, Twitter, Instagram and Snapchat) using a multitude of hashtags: #USWNT#SheBelieves#WorldCup. The hashtag, #USWNT, was one of the more common methods of communicating, for example, Twitter reported:

  • 7,783 unique tweets per hour
  • 23.42 million potential views per hour
  • 22,209 retweets per hour

The statistics prove that the social web was full of conversation on the finals, and I believe that had a direct impact in making last Sunday’s game the most-watched soccer game in U.S. history. The conversations on the social web created anticipation and excitement that users wanted to be apart of – and sparked interest and awareness in others. With the U.S. Women’s team competing for their #thirdstar, nobody wanted to be left out.

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