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‘Mayweather vs McGregor’ the social conversation.

In what is being called the biggest fight in the history of sports entertainment, boxing legend, Floyd “Money” Mayweather will square off with the prolific UFC champ “The Notorious” Conor McGregor. An event of this magnitude does not come without a whirlwind of activity on Social media, and we at YOUKNOW have put our snorkels on and free dived into the conversation.

Here’s what social media is saying:

The two biggest spikes in conversation volume came from the announcement of the fight in June, and the first press conference with the two fighters, a month later. The sheer popularity of the event saw conversation volume reach a massive 447 000 posts on Twitter on 15 June 2017 and 431 000 posts on 12 July 2017.

Volume

Peaks in conversation activity reached all-time highs on Wednesdays and Thursdays. These were the days when online users conversed most about the fight. From a marketing perspective, these would have been the best days to promote the event to fans and approach them with related marketing communications.

Day of week

 

 

 

 

 

 

 

Twitter volume in this date range saw a total of 3 928 795 posts, with YouTube and Instagram tailing behind. Popular forums for discussion were Reddit, 4Chan, Sherdog, Boxingscene and Bodybuilding.com

Twitter cards were the most popular form of media being used during this conversation block.

Mayweather and McGregor’s Twitter handles were the most mentioned handles, generating over 92 000 and 120 000 mentions respectively. The top hashtag used was #mayweathermcgregor. Interestingly, despite Conor McGregor’s handle being mentioned more than Floyd’s, the #mayweather hashtag proved to be the more popular of the two with over 160 000 mentions.

hashtag and mentions twitter

Topically, Mayweather has a better Twitter following and support base than The Notorious, however, the Irish MMA star is dominating Instagram with his following.

Instagram

It is worth noting, that fans of this event’s top interests are soccer and basketball – a far reach from pugilistic sport, but nonetheless, these fans are an incredibly vocal audience on social media and are rather influential when it comes to commenting on sports, given their social ecosystems.

Yet, it comes as no surprise that the top influencers of this conversation are both Floyd Mayweather and Conor McGregor. With a combined following of 12 million users, their reach far exceeds that of any personality that could help promote this event. The monolithic reach of their ecosystems is an organic reach that even some paid media strategies could only dream of achieving.

Audience InterestsInfluencers

Topicwheel

With the majority leaning toward Mayweather for the win, there are still many hopefuls that are taking The Notorious’ side, with the hope that his thunderous left hand finds its target. Who will you be rooting when the bell rings?

Share this, along with the fighter you think will raise his fist in this weekend’s event.

Crimson Hexagon is a social analytics platform that assists hundreds of brands and agencies uncover the voice of the customer for business intelligence as well as share of voice on trending topics and current events. If you’d like more details on our research or to request a free demo email us at theteam@youknow.co.za.

YOUKNOW is the Sub-Saharan African partner to Crimson Hexagon, Lithium Technologies, Stackla and Domo, global leaders in Social Media Insights, Engagement, Social CRM, User Generated Content and Business Intelligence.


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