As February 3rd approaches, the country awaits the arrival of not only one of the biggest sporting events of the year, but also the funniest commercials of the year. An advertising spot during the Super Bowl is one of the highest spots a company can get. In the past, the price of a spot was increasing every year, but following last year’s $5.24 million cost, it has stayed the same. A spot this year is costing anywhere from $5.1 to $5.3 million.
With the cost for an advertising spot being so high, it’s important that brands listen to the feedback on social media. Especially since statistics show that nearly 80% of Super Bowl viewers are participating in conversation on social media.
Social media, especially Twitter, is where I think people share their realest thoughts. Just looking on Twitter from day to day, you see people say what they really think about something or someone. So with brands putting out their best commercials during the game, they have the opportunity to listen and learn from their consumers and viewers.
On January 25, 2019 Brickfish SocialPulse announced that they were offering brands exclusive access to its social listening platform during the Super Bowl. As an avid social media consumer, the power behind what someone says online can really change the outcome of a brand. Take Kylie Jenner and Snapchat for example. Even though she is a huge celebrity, her one tweet about Snapchat not being her favorite and the app updates turned her away from it, Snapchat’s stock dropped and people stopped using the app altogether. With the help from Brickfish, companies can see this as it’s happening and make decisions that will hopefully help them with their marketing in the future.
Brickfish describes themselves as a brand with, “Social listening services and publishing solutions that help brands understand customers and create conversations.” Their social listening service being offered will allow brands to experience conversations that are happening real-time across all social channels, blogs, RSS feeds, and news articles. And brands will be able to monitor conversations around advertisers, influencers, keywords, hashtags, teams and of course the game itself.
I believe that social listening is one of the most important things a brand can do. Anyone with a profile on social media has an opinion, whether it’s good or bad. And the power of retweets and screenshots can create buzz about a brand, and through social listening they can learn about how to change or continue something moving forward.