MERCADEO Versión en español
Beatriz Vieira of comScore: Instagram takes gold medal for engagement in Rio 2016
Liz Unamo| 22 de agosto de 2016
Instagram fue responsable del 72% del total de acciones en Río 2016
For Beatriz Vieira, Marketing Manager, EMEA of comScore social media is a crucial communication medium for live events, and in the case of the 2016 Rio Olympic Games, Facebook was the main social platform used to share official content before the event, but Instagram was the social media star for engagement during Rio 2016. In a post shared in comScore, she explained that Latin America was the region with the largest audience visiting the Olympics official website before the games started, followed by USA and UK. “With 3 million fans around the world, the Rio 2016 Facebook page increased post cadence before the Olympic games when compared to the previous quarter. Frequency grew from 47 posts per week between April and May to 55 during July 2016.” Despite that 63% of official Rio 2016 social content was posted on Facebook, Instagram was responsible for 72% of the total actions on Rio 2016 social networks during July. “During July, 40% of total actions on the RIO 2016 Facebook page were generated by posts containing videos. Once the games started, posts with photos took precedence, responsible for 81% of total actions during the first weekend of the games, including likes, shares and comments.”
