The fierce on-field competition of the State of Origin is well-known, but a new report from social media analytics platform Social Status reveals that, fuelled by healthy competition, NRL teams are boosting their presence online just as much as they are on-field.
Social Status has once again dug deep into a new industry report to develop comparative social media industry benchmarks, this time honing in on NRL – identifying a direct correlation between on the field versus off-field performance for the St George Dragons, Melbourne Storm, Cronulla Sharks and Penrith Panthers.
In the lead-up to the deciding State of Origin game, footy-frenzied fans are interacting with their favourite teams’ social channels, causing their engagement rates to skyrocket. On the local front, teams such as the Dragons have used successful social content to maintain a consistently high level of engagement.
According to the research, the highest engaged post across all teams in the NRL during the first four rounds of the season was from the St George-Illawarra Dragons (@NRLDragons), beating more than 1,400 other posts with a huge engagement rate of 8.44 per cent, 14,000 interactions and more than 381,000 video views.
Tim Hill, co-founder of Social Status, advised that the team’s social success has been achieved by the frequent use of Facebook Live and video posts.
“Video in general works really well in terms of generating increased reach and engagement. Not only is video high performing organically but, in most cases, it’s a lower cost from a paid perspective,” he said.
“Facebook Live is a fantastic way to engage audiences because it’s a relatively new media type, and Facebook will send notifications to fans if they’ve opted in.
“One post in particular, featuring the boys ‘singing it loud and proud’ after smashing the Penrith Panthers, went ballistic. Fans like to feel like they’re with the team every step of the way, which is why the Dragons achieved an 8.44 per cent engagement rate on this post, which is many times higher than the industry average.”
In an in-depth analysis, Social Status compared some of the top ten NRL teams – St George Dragons, Melbourne Storm, Cronulla Sharks and the Manly-Warringah Sea Eagles, among others – and identified ‘consistent themes’. The most successful posts championed captains and the best-liked team members.
“The Dragons features Gareth Widdop a lot, drawing upon his charisma and personality,” Hill said.
“The Storm, similarly, features Cameron Smith. However, the Sea Eagles – who came last of all the teams we analysed – lacked video content, had frequent group shots and didn’t hero specific personalities.”
Hill believes it’s imperative that sport teams jump on the social bandwagon.
“When the NRL talks about its goals for the future, they say they want more people playing the game, more people watching the game and more people going to the game,” he said.
“Social media, especially Facebook, is the best way to reach mainstream Australian audiences. More than 17 million Aussies use Facebook every month. There is really no other media channel with this kind of reach that allows you to target audiences with so much precision.”
In the lead-up to the final State of Origin game for this year, Hill believes that the Queensland Maroons have the edge based on current comparative social performance, and has offered the NSW Blues five tips to boost their engagement.
- It’s all about the players. The more time you can get with players in front of the camera, the more successful your content will be. This is true across all sports codes.
- Celebrate the wins. Fans and followers love to share their team’s victories so posting content right after a game related to the win will encourage sharing and, in turn, viral reach.
- Track content pillar performance. Content that works for one team on social may not work for another, so its important to continually test content pillars and optimise for what your audience cares about.
- Reach your audiences on social. Most teams have member lists or subscribed email addresses. These emails can be uploaded as custom audiences to Facebook, Instagram, Snapchat, YouTube or as tailored audiences on Twitter. In terms of ad targeting, this functionality is one of the most powerful.
- Don’t forget about growing your community. Engagement is great, but if you can acquire fans or followers at low cost, this will generally mean your fan base will cost less to reach and engage into the future.
The United States Justice Department has filed a landmark antitrust case against Google, which accuses the tech giant of anticompetitive conduct. The allegations focus on Google’s search business (including search advertising), with claims Google has “monopolised” the space. “Google pays billions of dollars each year to distributors—including popular-device manufacturers such as Apple, LG, Motorola, and Samsung; […]
Omnicom agencies are committing to move beyond the binary to mark International Pronouns Day as part of Open Pride, a global employee resource group committed to inclusion and diversity. As part of the initiative, Omnicom agencies, including DDB, PHD and Clemenger Group, have committed to ensuring all policies promote gender-inclusive language and have encouraged staff […]
In this opinion piece, Shopify Plus APAC Director Shaun Broughton (pictured below) outlines the key consumer changes driven by the pandemic that marketers need to be aware of in their preparation for the upcoming online shopping season… Black Friday Cyber Monday (BFCM) usually marks a clearly planned, budgeted and resourced day in marketers’ calendars. While […]
Cellarbrations, part of Australian Liquor Marketers (ALM), has unveiled a new brand campaign via independent creative agency Channel T. The campaign features Paul the Cellarbrations owner and a couple Tom and Cass, who’ve recently moved into the area. Each episode in the series brings to life the evolving relationship Paul has with his customers, as […]
As part of Lions Live in June, Lions Live challenged under 30s with a brief in partnership with the World Food Programme. It was free to enter, and nearly 1,000 young adlanders entered. It was such a success, Lions Live plan to run a second competition during Lions Live this week. This time the brief […]
Seven must be loving the press SAS Australia is getting at the moment, but not that it’s necessarily translated to viewers for the oddball reality show. Last night’s second SAS outing posted 795,000 eyeballs according to OzTAM metro numbers, making it slightly down on Monday’s debut that had 834,000. In better news for Seven, SAS […]
US retailer Walmart surprised many when it launched Walmart Plus last month, a premium subscription service that gives members access to unlimited delivery and special deals. The move puts Walmart directly against Amazon, which has enjoyed enormous success through its Amazon Prime initiative in recent years. And while the US retail subscription market might be […]
Nick Emery’s misdemeanour that led to his abrupt sacking can finally be revealed. The London-based Mindshare global CEO was given his marching orders last Thursday after an incident that WPP described as “inappropriate and offensive” and “a clear breach of the company’s code of conduct”. And it appears the UK’s venerable The Sun newspaper has […]
HT&E today announces Angela Ewers has been appointed to the newly created position of Chief People Officer. Ewers will commence her new role in November, based in Sydney, where she will lead both HT&E and ARN’s People & Culture function to support growth and ensure ARN is not just Australia’s number one radio and digital audio business, but also […]
New research has revealed a major cut-back in Christmas spending, with Australians planning to spend less on gifts, food, and social events this season. The research out of market research firm Toluna also reveals 23 per cent of Australians are worried about being able to afford the Christmas season altogether. Australians are feeling the pinch, […]
Festival for business and creativity, Pause Fest, has confirmed the event will run in 2021 – and will be its biggest to date. The 11th Pause Fest – named Changes – will migrate from its Melbourne home to the online world for the first time, running 1-12 March 2021. “Pause Fest has always been at […]
Shutterstock today announced the highly anticipated addition of Editorial Video, a new premium, full-service editorial video offering that is now available for license. Critical Past, Celebrity Footage and Viral Hog are just a few of the new partners who will distribute their engaging video content worldwide through Shutterstock’s Editorial Video. In addition, current partners’ epa […]
Today at Adobe MAX, Adobe unveiled significant innovation across its Creative Cloud applications and services. In addition to ground-breaking new features like Neural Filters in Photoshop, the company released major updates to its flagship applications including Lightroom, Premiere Pro and Illustrator. Adobe also underscored its commitment to accelerating the development of mobile and multi-surface apps, with […]
DrinkWise and Communications Agency 89 Degrees East has launched a new campaign called You Got This – an initiative designed to support Year 12s as they head into their final exams. The campaign involves well-known Australians offering short video messages of support for Year 12 students, including superstar Cate Blanchett, Australian Test Cricket Captain Tim […]
Cat litter brand, Breeders Choice, produced by FibreCycle, has made a bold move to get pet owners caring more about cats’ waste with a series of animated videos featuring a new tagline and a full marketing program. The “Choose Better, Choose Ginger” campaign launched this week via a unique collaboration of independent Melbourne agencies led […]
To mark a twenty-one year milestone the iconic Victorian ice cream brand, Timboon Fine Ice Cream, has revealed a modernised new look for their take home tubs. Tim Marwood, third generation farmer and founder of Timboon Fine Ice Cream, explains why the anniversary provoked the upgrade. “There’s not too many small family rural based ice […]
Just over half (51 per cent) of professionals who have been working remotely do not yet feel safe and happy to return to their co-located workplace, according to a survey of more than 3,000 working professionals by recruiting experts Hays. Of these, Western Australians are the most confident, with 73 per cent of those who […]
Bendigo TAFE and Kangan Institute have launched their latest advertising campaign titled, Our Heroes, which is a celebration of the role their students play in the community. “Within a few short years, our students are building our houses, nursing our sick, fixing our cars, caring for our children and pets, designing our clothes – all […]