IPL 2024: A Mega Event for Advertisers and Influencers
The Indian Premier League (IPL) has grown each year, becoming a significant event for advertisers and social media influencers. In 2024, a substantial number of influencers associated themselves with IPL teams or created content around the tournament. This resulted in a significant boost in social media engagement, attracting a diverse audience.
The Craze for Team India and ICC Tournaments
Despite IPL’s popularity, the national team’s fan base remains fervent, particularly during ICC tournaments. Fans showcase their love for Team India, especially during global events like the ICC Men’s T20 World Cup 2024. However, this year’s World Cup witnessed lower social media buzz and influencer activity compared to the IPL.
A Surprising Trend: World Cup vs. IPL
An exclusive report from Qoruz, shared with Social Samosa, highlights this trend. Only 12,000 influencers were active during the T20 World Cup, compared to over 60,000 during IPL 2024. The engagement rate for IPL content was 2.89, while the T20 World Cup saw approximately 1.2, with the hashtag #INDvsPAK during the India vs. Pakistan match reaching an engagement rate of 4.7.
Reasons Behind the Discrepancy
Branding and Regional Clusters
Mothi Venkatesh, Head of Growth at Qoruz, suggests that IPL’s branding and regional clusters contribute to its higher engagement. IPL teams create micro-clusters across states, leading to competitive enthusiasm and multiple hotspots for engagement.
Cricket Fatigue
Anirudh Sridharan, Co-Founder and Head of Growth at HashFame, points to cricket fatigue as a possible reason. The lengthy IPL season, followed closely by the World Cup, might have led to a lack of intensity in audience support.
Match Quality and Pitches
The pitches, especially in New York, received backlash for uneven bounce, resulting in low-scoring matches. This contrasted with the high-scoring IPL games, potentially affecting fan interest.
Timings and Anchoring Effect
Sridharan also notes the anchoring effect due to the proximity of the IPL and World Cup schedules. The IPL’s recent conclusion might have overshadowed the World Cup, affecting audience recollection and engagement.
Innovative Strategies by IPL Teams
IPL teams employ innovative marketing strategies, including behind-the-scenes content, fan contests, and interactive posts, keeping the audience engaged. In contrast, the T20 World Cup uses more traditional methods of fan engagement.
Comparing Engagement: 2023 vs. 2024
Interestingly, in 2023, the ICC Men’s Cricket World Cup had higher influencer activity than the IPL. This could be attributed to the World Cup’s four-year cycle, creating anticipation and countering cricket fatigue.
Engagement Statistics
Qoruz’s report for 2024 shows IPL 2024 had over 928 million engagements, while the T20 World Cup 2024 garnered 162 million engagements up till June 11. Notably, over 60% of these interactions occurred during the India vs. Pakistan match.
The Road Ahead: Super Eight Stage
With the USA’s qualification negating another India vs. Pakistan match, the upcoming Super Eight stage and knockout matches in the West Indies may offer a silver lining. The potential for high-scoring, thrilling encounters could boost social media engagement in the latter part of the tournament.(Dubai7 realmoneygame)