IPL 9 Drove The Highest Level Of Conversation On Facebook, Thanks To Videos

30 million people joined the conversation on Facebook during the 9th edition of the Indian Premier League, making it the most successful IPL for Facebook

IPL9_On_Facebook

27-year-old flamboyant Royal Challengers Bangalore captain Virat Kohli had a dream run during this VIVO IPL 2016. However playing on the home ground Bengaluru, RCB was overpowered in the final against the best bowling side of IPL, Sunrisers Hyderabad. The dream to lift the IPL cup will have to wait for Virat but he is already a winner on social media. The Player of the Tournament was the most talked player on Facebook, according to a latest report published by the social network.

The report further states that: “30 million people joined the conversation on Facebook during the 9th edition of the Indian Premier League. With 360 million posts, comments, and likes, and over 140 million video views on the Facebook Pages of the IPL and 8 teams, this year’s tournament drove the highest level of conversation Facebook has measured for any IPL.”

IPL team Gujarat Lions under the leadership of Suresh Raina made a terrific debut this season; it was also the most talked team this season. The introduction of two new teams this season, the Rising Pune Supergiants and Gujarat Lions, played a significant role in Facebook conversations. Both teams embraced Facebook to give fans never before seen access to players and owners.

2016 is the year of videos. Visual story telling is now in the form of GIFs and videos. The year has already seen the emergence of various forms of videos – from long formats to live videos to 360-degree videos. The Rising Pune Supergiants shared the first ever 360 video from a cricket pitch.

However, for the second year in a row, the most viewed video on Facebook during the IPL belonged to the bhangra dancing trio of Mandeep Singh, Virat Kolhi and Chris Gayle from Royal Challengers Bangalore. After wowing us with their dancing in the dressing room last year, this year’s celebration video from Mandeep Singh following their Raipur match received over 7 million views.

RCB is one of the very few IPL teams that has invested consistently in videos year after year. Besides, Mr. Nags makes a whole lot of difference to RCB’s digital offering to its fans. According to our findings, “Out of 8 IPL teams, only three of them RCB, Kolkata Knight Riders, and Mumbai Indians have evolved in their video strategy.” Read more: KKR, RCB & MI Get Innovative In Their Video Strategy For VIVO IPL 2016.

Competing with RCB is Shah Rukh Khan’s Kolkata Knight Riders, a veteran in investing and innovating with videos every season. With the core message of #AmiKKR, the team this year once again kicked of the Inside KKR video series. Additionally, the team launched KKR Knight Club, another web show that has been running with quite some success. The web show is nothing less than a TV talk show for the KKR fans with an added fun quotient.

During the 50-day tournament, the Indian Premier League Facebook Page gained over 2 million fans to stand at 18.3 million. Throughout the IPL, the league-shared pitch reports, warm-ups, as well as in match highlight video clips and pictures on Facebook and Instagram.

This IPL also saw a wider acceptance of Instagram by players and teams. According to the report, Virat Kolhi’s ode to RCB Fitness Coach Shankar Basu remains one of the top posts on Instagram followed by Ravindra Jadeja’s exclusive wedding photo.

It is impressive to observe the video content strategy of all the three teams (RCB, KKR and MI) but at the same time it is disappointing to see other IPL teams not investing in videos. Interestingly, teams like Delhi Daredevils, Sunrisers, Kings XI Punjab had a good video strategy last IPL but this time it seems either they have dropped videos from their digital strategy or don’t have a strong content strategy for videos at all.

Nonetheless, Facebook should be happy that IPL 9 has been the best season for the network so far. All thanks to Facebook Videos and Live Videos.