This was definitely worth the wait for American football fans as the Super Bowl 2023 competition just concluded. Beyond the intense game itself, another highlight for many was the halftime show (Super Bowl Halftime Show), featuring numerous artists and serving as a space for leading brands to fiercely compete in real-time advertising.
As marketers, the halftime period is an exceptional event that shouldn’t be missed, with various brands showcasing their advertisements to the fullest. Therefore, in this article, Relevant Audience has gathered data from Semrush surveys to see how each brand performed on social media. Let’s dive in!
Brands to Watch
According to a survey by Semrush’s Social Tracker tool, data was collected for 10 brands:
This will examine the results in various aspects on social media platforms: Facebook, Instagram, and Twitter.
How Was Brand Engagement on Platforms?
The survey found that Apple Music, M&Ms, and FanDuel received the most engagement across all three platforms. Additionally, Instagram was the number one platform for engagement, as was Apple Music, which received the most engagement.
The posts that received the most engagement were:
Apple Music
1.
2.
M&Ms
3.
Which Brands Were Most Active?
The survey found that a total of 637 posts were published by all brands, with details as follows:
- Twitter was the platform with the most content published.
- FanDuel was the most active brand, publishing a total of 151 posts.
Which Brands Received the Most Followers?
Besides engagement, what about the number of new followers gained by each brand? Let’s take a look.
- The survey found that all brands gained approximately 18,405 new followers.
- Instagram was the platform that gained the most new followers, approximately 7,252.
- Apple Music received the most followers across all platforms, approximately 9,409.
The Brands That Won the Crown in 2023
Apple Music was the number one brand according to the Semrush survey, standing out with very good results on social media platforms, whether it’s:
- Receiving up to 323,822 engagements, ranking first (including likes, comments, shares).
- Gaining 9,409 new followers, ranking first.
Conclusion
These are great insights from the Super Bowl 2023 Halftime Show because, as mentioned, it’s not only a competition in terms of the game but also a stage for advertising ideas. Therefore, as a good marketer, you can study this data and apply it to your online marketing strategies on social media this year to outperform competitors in the market.
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Relevant Audience is a company providing services as a Digital Performance Marketing Agency, aiming to provide digital marketing services to businesses to reach target audiences looking for products or services at the right time, place, and device through various online channels. Our services cover both Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization) to Influencer Marketing and are also part of the Google Partners program.
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