Fascinated by the posting time limit. Curious to see if they ever venture into the ad space in the future.
Since they started their grassroots campaign via college campus ambassadors, thinking we might see them tap into a creator-model for brand partnerships first, similar to TikTok.
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The Super Bowl is upon us and you may find yourself wondering, what exactly can I say in my brand’s social media content? Well, you’re not alone.
The NFL reserves certain trademarked keywords for official paid sponsorships, so it’s important to know what’s off limits in your copy. That being said , don’t let the limitations deter you from activating. The Super Bowl is always a great time for engagement on social media, and this year promises to be even better than usual. According to Twitter , this year’s Divisional Round of NFL playoffs saw:
27% more impressions on Tweets about the NFL than last year
58% more Tweets overall
42% more unique authors
Your audience is out there waiting for you to interact, so it’s crucial to have your strategy prepared. Here are some of the do’s and don’ts for your brand on social media during this year’s Super Bowl.
Here’s what not to use in your brand’s content and copy.
NFL, National Football League®
AFC, American Football Conference®
NFC, National Football Conference®
Together We Make Football®
Watch With The World
Back to Football®
ANY NFL team names AND their associated colors
League team logos
🕵️ STRICT REFS
As noted by the Broadcast Law Blog , the NFL is incredibly vigilant about their trademarks during the Super Bowl event. If you’re trying to be sly or witty by talking about, say, the “Superb Owl,” there is a high probability that the NFL will throw a penalty flag. It’s not worth it to try to find loopholes; abiding by the guidelines is a much safer bet.
For reference, a fuller list of the NFL's trademarks can be found here .
Here’s how we recommend approaching your social media content strategy on Super Bowl Sunday.
Terms you can use:
The Big Game
Sunday’s Big Game
Football’s Favorite Day
The Big Matchup
The biggest event in football
The game that shall not be named
Televised football battle
That game with all the commercials
(Okay, so, the last three might be a stretch, but you get the picture.)
As a brand, it's important to realize The Big Game conversation doesn’t just revolve around football and the game itself. Based on historical data from Twitter , you can expect the following topics to trend within the broader NFL conversation:
Fashion & Beauty
Movies & TV
This opens up a wide variety of opportunities for brands to activate. Engage with your audience on what they care about by keeping a pulse on what’s trending and finding opportunities to join the conversation.
📝 PRE-GAME PREP
Looking for additional tips to prepare? Be sure to check out our Customer Blog post from last year which outlines pre-, during, and post-game day recommendations for brands.
Additionally, as a rule of thumb, no content should include a date that can’t be easily changed in the event that the game has to be postponed. Stay agile !
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Great points. This part really stood out to me - "Lead with Your People, Not Your Brand". Seems like Clubhouse could be a great channel for employee advocacy through thought leadership across both B2B and B2C brands. I'll be curious to see which brands own conversations versus where individuals highlight their experience in their bio/Clubhouse room title to back their expertise.
Noting Clubhouse as the "Largest Virtual Conference" is so on point too, and got me thinking - I wonder if we'll see brands create rooms as virtual extensions of owned events in the future to replace networking sessions and/or expert panels this year.
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Looking for insights to bring to your next team meeting?
In case you missed it, we recently released Volume 2 of the Khoros Smart Social Report . Our Strategic Services team dug into Khoros Intelligence, native platform insights, and third-party data to identify three major trends impacting brands in 2021, along with the subtle trends that ladder into them.
New tech has driven subtle shifts in the way consumers engage with brands and each other
Overhauling content strategy as traditional brand social guidelines evolve
Navigating sensitive moments means listening to your audience is essential
Across the board, these trends showcase the impact on the consumer mindset, customer behavior, and brand responses in social communities right now.
My favorite finding? Sound is BACK. If you’ve been in social long enough to remember the shift to soundless, text-heavy videos – this may be music to your ears [literally]. The mix of TikTok’s popularity, and at home listening habits during the pandemic, has shown that sound is getting smarter and is playing a larger role than ever before in how we consume content.
Take a look at the report and let us know your thoughts in the comments below!
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