World Cup 2018: How FIFA got their most engaging World Cup ever

FIFA got over 7.5 billion engagements across their digital platforms from the 2018 FIFA World Cup in Russia.

Almost two weeks after the 2018 FIFA World Cup, FIFA have revealed huge digital winnings from their premier tournament.

In general, the 2018 FIFA World Cup was undoubtedly the biggest event on social media during that one-month period.

Every day during the World Cup, football became the number one trending item on the most popular social media platforms all over the world.

FIFA got a high from it as they have announced Russia 2018 as the most engaging FIFA World Cup ever.

This is not surprising as internet penetration all over the world has grown since Brazil 2014, the first time that the World Cup truly went viral.

For FIFA, this new burst of social media users all over the world resulted in over 7.5 billion engagements across their digital platforms.

FIFA’s social media channels had over 580 million interactions, 1.25 billion video views across all official FIFA digital platforms, with more than four million new subscribers to FIFA’s YouTube channel.

 

The FIFA official app for the 2018 FIFA World Cup became the number one sports app in over 128 countries while FIFA.com their website was number football website in the world.

This is also not forgetting over 25 million fans that took part in users engagement.

So how did FIFA achieve these numbers?

 

The interactive games like McDonald’s FIFA World Cup Fantasy, Hyundai’s FIFA World Cup Match Predictor, and the Panini Digital Sticker Album presented by Coca-Cola drove huge fans’ engagement.

FIFA also drove huge engagements by new digital innovations and initiatives like the new bespoke World Cup 2018 app and broader and more interactive coverage on social media.

For broader and more interactive coverage on social media, FIFA hired and assigned 32 reporters to every team at the World Cup.

FIFA hire journalists from every country that qualified for World Cup 2018 and each of them was sent to cover their own nation. .

FIFA also paid more attention to visual stories approach which played a key role in giving fans more opportunities to connect, follow and engage with all the latest action and breaking news from across the tournament.

The increased responsiveness through a new ‘customer service’ function brought in more followers to FIFA’s social media channels.

FIFA also expanded to new social media platforms like Vkontakte for people in Russia and Weibo and WeChat for fans in China.