Score During the Big Tournament

The Division 1 college basketball postseason has been a long-time cultural phenomenon, especially in the US. But how has our ability to watch the action live on mobile changed the game for brands looking to connect with basketball fans?

Facebook IQ took a look at how the biggest moments in 2016 college basketball played out on Facebook and Instagram.

We saw that the volume of Facebook conversations around March Madness® 2016 grew 40% year over year in the US. And that conversation followed a cadence. The volume of event-related sharing on Facebook saw its highest spike during the Elite Eight round on March 27. The conversation around parties started earliest and saw the most sustained jumps throughout the tournament, while teams and action on the court dominated the overall conversation.

But it’s not just in the US that a passion for sports has taken hold. Around the world, 650 million people are connected to a sports Page on Facebook and 165 million people follow a sports account on Instagram.1

To engage this sports-loving audience, visuals on mobile matter, especially video. In fact, during the 2016 tournament, people in the US shared 1.08x the mobile photos and 1.09x the mobile videos than on surrounding dates.