According to Twitter’s latest research, over half of sports fans say that if games are played behind closed doors, then following on Twitter is the next best thing. This has been especailly true this year, with Twitter collaborating with Seven to bring Australians into the action of the Tokyo 2020 Olympics.
Mediaweek spoke to Angus Keene, Twitter Australia’s acting managing director about covering the most unique Olympics in memory, and what Twitter can bring to brands.
Where does Twitter fit into Australia’s overall social media presence?
“People come to Twitter to discover what’s happening in the world, to share information instantly, and to connect with people and businesses around the globe. We’re seeing this right now with the Tokyo Games, with Aussies jumping on Twitter to encourage our athletes, celebrate their wins and connect with other fans. Because of this, the platform is a powerful place for brands to be discovered, to be trending and to see what’s happening.
“Because Twitter is what’s happening right now, it makes it the place for brands to connect to events, movements and conversations that shape our culture. In these moments, people find their voices to express their opinions and they want brands to be a part of it too – it’s the place to build brand relevance by being part of the conversation.”
Sports has consistently been one of the most popular topics on Twitter in Australia, why is that?
“Sports has long been synonymous with Australian culture. Whether it be following your favourite footy team, playing backyard cricket with your mates, or the excitement we all felt with the announcement of Brisbane hosting the 2032 Olympics – we love our sports. In fact, Twitter’s latest research has found that the average Australian spends 4 hours per week watching sports and 80% of Australian sports fans agree that sports are a significant part of their life.
“Twitter has become part of the fabric of sporting conversation, providing a place for fans to engage in debates and get unfiltered access to their favourite athletes. Not only is it the first scroll when anything is happening in the world, but it’s also the second screen, complimenting live action as it happens whilst giving fans direct access to their favourite sporting stars. So much so, there’s been over 227 million impressions for Olympics-related conversations on the platform in Australia already.
“From breaking world records to Emma McKeon’s unrivalled swimming performance to impressive rowing victories, fans on Twitter feel part of the action with no geographical boundaries to overcome. It’s both the courtside seat and the backstage pass, no matter where you are in the world.”
With no spectators allowed at the Tokyo Games, what role has Twitter played in involving people with the Olympics?
“The Olympics have long been defined by the atmosphere, experience and community that comes with The Games. However, with the pandemic changing the norms around sports spectatorship, Twitter has become something of a saviour in filling this huge void. The platform is now the ultimate modern-day meeting place where voices are brought together. Being on Twitter is like walking into your local pub or friend’s living room, with the wittiest and most passionate fans around you. Our research has revealed that the back and forth sports banter on platform means nearly 1 in 2 sports fans agree it’s more fun to be on Twitter during a game.”
Half of fans say they are reading commentary via Twitter while watching a game on TV. How important is the immediacy of Twitter in events like this?
“Twitter is what’s happening and what people are talking about all around the world at any one time, so its immediacy is inherent. This makes Twitter and TV the perfect pairing. The platform is an extension of watching a game on the black box, with many sports fans reporting to be serial scrollers – reading continuous commentary via the platform and engaging in conversations while watching a game on TV.
“That’s why we teamed up with Channel Seven to bring Aussies even more of the biggest Tokyo 2020 moments live and free. The collaboration has seen Seven broadcast some of the most coveted Tokyo 2020 sporting events including athletics, surfing and swimming on Twitter. This has allowed Seven to tap into a highly engaged and young demographic on Twitter and has helped to drive audiences to 7plus and connect with Seven’s other brand partners too.”
What can Twitter offer for brands in Australia?
“The power of Twitter lies in our highly engaged, influential and vibrant audience. People come to Twitter to see what’s happening – they’re in a discovery mindset – they want to explore, find out new information and engage with what’s happening.
“Every single Tweet is a signal of intent that creates an incredible story of a consumer’s life and what their interests are, what they’re doing, and what they’re searching for in their lives at that moment. There are patterns that emerge around human behavior. As a brand or an advertiser, you only want to reach the right segment of the population – the people who care most about your brand and will be most receptive to your message. This provides a unique canvas for brands to innovate and connect people all around the world.
“We also help brands align with the world’s best content from partners and publishers and help brands design creative, interactive Twitter-first content with our team of creators. Through these, we offer two very important things all brands are asking for: premium, brand-safe content from world-class content publishers and reach that complements brands’ existing advertising buys to connect with the people you want to engage.”
What are your hopes for the future of Twitter in Australia?
“I’m really excited about what the future holds for Twitter. Our audience is growing and so is our influence. Last quarter our global average monetisable daily active users grew by 11% year-on-year, which is a testament to our place in both culture and the world. We’re continuing to focus on product innovation, adding and revising features to help people find and engage in their interests. We’ve rolled out some great features including the recently launched live audio feature, Spaces. We’ve already seen the amazing new dynamic it’s bringing to conversations on platform and we want more brands to utilise these new mediums to deliver their brand messaging.
“The other area I’m excited about is Twitter and TV. Twitter reignites the excitement of the co-viewing experience. While people are watching a sporting event, an award show or anything on TV, they also like to experience everything that surrounds it. Twitter presents the perfect opportunity to complement brands’ media buys and drive incremental reach to engage with the audiences they want to connect with, where it’s all happening on Twitter.”