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The social World Cup

Every World Cup seems to become more and more social. The World Cup was without a doubt the King of Social TV. Where broadcast would not entertain the likes of the final match's streaker, it was easily found by Twitter and Instagram search - You all thought that Bastian Schweinsteiger and Lukas Podolski was the only Man2Man action Germany got in the final. Germany's Benedikt Hoewedes got some lovely man love from the streaker who painted the word "prankster" on his belly -
  • This was a Twitter World Cup of HashFlags and Rashtags.
  • Hashflags were brought back by Twitter to bring visual colour and support to tweets supporting their world cup teams.

  • Rashtags went absolutely crazy on Twitter and were used to diss the losing team - often when it was a huge slap (e.g. #4TUGAL following their 4-0 loss to Germany, #Bra7i1 following Brazil's 7-1 loss to Germany, #5pa1n following Spain's 5-1 loss to Netherlands and #5wit2erland following their 5-2 loss to France).
  • USA and Brazil were the most tweeted about teams at the World Cup, followed by Germany and Mexico according to
  • Nigeria followed by Algeria were the most tweeted about African teams.
  • Branded content was at its all-time high with the likes of Lufthansa taking the cake for the best brand tweet of the Wworld Cup final night.

  • As expected, former World Cup host, South Africa, tweeted the most in Africa, followed by Nigeria and Kenya.
  • Interestingly, Vine was amongst the most popular content creation platforms used in Africa due to its replay abilities and ease of use within Twitter, its mobile and data friendly abilities.
  • FIFA's own Vine account saw over 170k loops of their six-second videos, equating to 284 hours of World Cup watched on Vine!
  • The most active day on Twitter in Africa was actually not on the final, but on 22 June when Ghana played Germany and Nigeria played Bosnia-Herzogvina. The most active point being during the second goal by Ghana putting them ahead of Germany -,CC152B%7CGhana,009246&m=6%2F21%2F2014%2016:00:00%20GMT,6%2F21%2F2014%2017:53:00GMT&g=69,89%7C72,81#/2/12.7/-7.7/0.

  • Silence on Twitter also told a story. Throughout the tournament, a significant decrease in tweets occurred during penalty shoot-outs, indicating people's anticipation and concentration on the television.
  • Time was not an issue for Africa as seen during the Ivory Coast vs Japan game screened at 3am SA time. Volumes were obviously not as high as a 6pm game, however they were higher than expected for that time. Japan however tweeted much more than Africa as a whole due to the favourable time difference.
  • On Facebook Germany's Mesut Özil was the most mentioned in South Africa, followed by Argentina's Lionel Messi and Brazil's Neymar da Silva Santos Júnior. Globally however, Portugal's Christaino Ronaldo had the most mentions on FB with over 90 million, followed by Lionel Messi with 62.4 million and then Neymar with 36.4 million.
  • Ronaldo was the most popular player on Facebook in Johannesburg, followed by England's Wayne Rooney Lionel Messi.
  • Cape Town and Durban did not show any support for Argentina's Messi on Facebook, focusing rather on Ronaldo, and Rooney the most.


About Donovan White

Humorous, witty and with a constant smile, the only way to work is to do it right, with positive energy and love for life. Strategist at NATIVE VML

NATIVE VML's press office

NATIVE VML is a digitally-led full-service marketing agency that strives to forge deep relationships between its clients and their customers.