Euro 2024 Through the Lens of Social Listening: Key Insights for Marketers

Euro and the World Cup are the two most thrilling international football tournaments globally. With UEFA Euro 2024, June and July have officially become the peak season for "Football" discussions on social media this year. Through the lens of Social Listening, let's explore what marketers need to know to optimize their football-related social marketing strategies this season.

 1. Euro 2024 Discussion Trends: Heating Up with Each Match

Although the official kickoff was on June 15th, discussions about Euro 2024 had already started gaining momentum from early June, coinciding with the conclusion of club tournaments. Between early June and the end of the group stage, there were 2.4 million discussions about Euro 2024, surpassing any other sports event (even though discussions about the Premier League, Champions League, and FA Cup were tracked from the start of 2024). By the end of the Round of 16, Euro discussions had nearly reached 3 million. The buzz around Euro 2024 continues to intensify with each round, surpassing the discussion levels of Euro 2020 (held in 2021, generating 3.6 million discussions).

2. Unique Discussion Points About Euro 2024 Matches

When analyzing discussions for individual matches, the following trends emerge:

Short Discussion Duration for Group Stage Matches:

(1) Discussions around a group stage match typically last only three days due to two main factors:

- The lower stakes of most group matches, where a team still has a chance to advance even after a loss.

- The rapid succession of group matches, which quickly shifts user focus. Brands can group these matches together for more effective media campaigns (e.g., instead of analyzing each group match, focus on the overall group dynamics and predictions for the Round of 16).

(2) Longer Discussion Duration for Knockout Stage Matches:

From the Round of 16 onwards, discussions extend from 5 to 7 days, with the buzz starting 2-3 days before the match. Brands can launch campaigns earlier to attract more user engagement.

(3) Swift Decline in Post-Match Discussions:

Almost all matches see a rapid decline in discussions within 7-9 hours after the final whistle. Brands opting for post-match campaigns should act quickly to capitalize on this short window. 

3. The Top 5 Hottest Matches of Euro 2024 and What Sets Them Apart

Buzzmetrics analyzed nearly 50 matches from the group stage to the quarter-finals and found:

The average discussion volume for a match is between 12,000 to 14,000.

The total discussions of the five least popular matches account for less than 70% of those of one of the top five most-discussed matches. The top three hottest matches each garnered over 40,000 discussions. Common factors in top matches include:

(1) Involvement of at least one major team (e.g., Germany, France, England, Italy, Portugal, Netherlands, Belgium, Spain).

(2) Presence of famous players with high recognition (e.g., discussions about Portugal’s matches often center around Cristiano Ronaldo, regardless of his performance).

(3 )Unexpected developments (e.g., Ronaldo assisting Bruno Fernandes in scoring, which is uncommon given Ronaldo's usual style).

(4) High stakes: Matches determining which team advances.

(5) Surprising outcomes (e.g., Italy, the defending champions, being eliminated by Switzerland).

Conversely, low-discussion matches typically feature:

(1) Matches with no impact on a team’s advancement.

(2) Lesser-known teams with lower profiles.

(3) Absence of famous players.

4. Memorable Euro 2024 Match Highlights 

Every major football event sparks special discussions beyond just scores, creating emotional surges on social media. For Euro 2020, it was Italy’s victory after a 53-year wait, Ronaldo matching the international scoring record, or Chiesa’s goal that sent Italy to the quarter-finals. By the quarter-finals of Euro 2024, several moments had already generated over 10,000 discussions, such as:

(1) Ronaldo's Emotional Tears After a Dramatic Penalty Shootout with Slovakia. This moment resonated with many on social media.

(2) The “Sleepy” Playing Style of England and France Despite having some of the most expensive squads in the world, their performances left fans unimpressed.

(3) Mbappe’s Broken Nose in the Opening Match The striker’s mask in subsequent matches amused many online.

(4) Final Tournament for Iconic Players like Ronaldo and Modric

Fans showed increased interest in their last performances.

Brands can capitalize on these moments with fast-paced marketing campaigns, known as Fastvertising. For example, adidas quickly seized the moment with a close-up shot of Jude Bellingham's strike in the England-Slovakia match. Swiftly recognizing and leveraging these special moments in content can greatly benefit brands in capturing user interest.

5. What Social Media Users Discuss Before, During, and After Matches

Understanding the discussion topics that social media users focus on before, during, and after matches can help brands and marketers tailor content and communication strategies to attract user engagement more effectively.

Before the Match: Score predictions and match scenario forecasts dominate discussions.

During the Match: Although user attention is mainly on the game itself, discussions explode when there are game-changing moments (e.g., red cards, penalties, injuries, goals).

After the Match: Users share their emotions, insights, and recall memorable moments from the game. The volume of discussions during and after the match often hinges on these key moments.

6. How Vietnamese Brands Are Engaging with Euro 2024

‍

Buzzmetrics observed over 50 brands generating discussions around Euro 2024, with the following notable activities:

(1) Score Prediction Minigames: This is the most common activity among brands due to its simplicity and wide appeal (e.g., predicting scores, top teams). However, this has led to saturation, making it harder for brands to stand out.

(2) Fun Predictions on Match Moments: Brands like MacCoffee - Café Phố have added a unique twist by encouraging fun predictions about players like Lukaku and Mbappe, rather than just score predictions. While these special moments offer great potential, they remain largely untapped by most brands.‍

(3) Interactive Campaigns on Owned Channels (Website, App): Beyond minigames, some brands have expanded their activities into broader campaigns and events with football themes. Social media plays a vital role in driving users to their websites and apps, as seen with FC Online and HDBank, enhancing long-term engagement throughout the football season.

Conclusion

As one of the most "hot" sports events on social media in 2024, Euro presents both opportunities and challenges for marketers. With the tournament lasting just a month and each match bringing its own surprises, finding the right trends at the right time is crucial. Buzzmetrics concludes with these key takeaways:

1. Euro Discussions Heat Up with Each Round: Matches occur in quick succession, leading to rapid changes in user interest.
2. Segmented Communication Strategies: Divide campaigns by match stages. Group Stage matches, typically lasting 2-3 days, can be grouped for consolidated media efforts. For the Round of 16 and quarter-finals, discussions start 5-7 days before each match, allowing brands to launch early campaigns to drive engagement. Post-match discussions end quickly, so campaigns must be swift.
3. Beyond Score Predictions: Brands and marketers can differentiate themselves by focusing on key moments and impressions from each match, fostering deeper connections with football fans.