India is a country famous for its love for cricket. What's interesting is that cricket fans are gradually communicating more and more online. Fans who just watched the game or watched it on the field are responding more and more online. According to a survey by the Global Web Index (GWI), Indian cricket fans using the Internet last year amounted to 263 million people.1.


Platforms like Facebook and Instagram are becoming a venue for conversations where fans follow interests and reveal their passion in the cricket season in India. Facebook and Instagram, which are used by over 95% of Indian cricket spectators, are functioning as'pavilions for everyone'.

Who are these fans, and how do brands get to reach them?

1. Reach cricket fans and communicate with them

According to the Global Web Index (GWI) report in the second quarter of 2018, 95% of cricket fans in the Internet in India communicate via Facebook and Instagram.1

Fans, players and teams are already communicating with each other via social media at home as well as in cricket. In 2018, during the cricket season in India, the posts, comments and empathy of millions of Indian fans on Facebook and Instagram increased by 750 million compared to the previous year. One of the most responsive posts was posted by Chennai Super Kings, Mumbai Indians, and SunRisers Hyderabad. 2. The most engaging social conversation players were MS Dhoni, including Virat Kohli, Chris Gayle, Rohit Sharma and Suresh Raina. Followed. 2

2. The rise of millennials and female fans

Millennials account for 70% of cricket fans on Facebook and Instagram. Of the cricket fans active on Facebook and Instagram, there are 89 million Millennials between the ages of 18 and 24, and 78 million Millennials between the ages of 25 and 34. 3.

The proportion of women using social is increasing. According to GWI, more than double the number of women who answered cricket-related news or watch cricket on Facebook or Instagram, more than 60 million. 4.

3. Second screen injuries

A common behavior among cricket fans on the Internet is to use the second screen. According to GWI, 9 out of 10 cricket fans who use the Internet watch their games and use their mobile phones. Nearly 60% said they watched cricket matches on TV and used social media on their phones. 5.

4. Pay attention to other interests of cricket fans

But cricket fans aren't just doing cricket-related activities on social media. Understanding their interests is the first step for a brand or product to grab the cricket fans' attention and meet their daily conversations and needs.

If you want to communicate with cricket fans on Facebook or Instagram, you should take a close look at their interests. Cricket fans' interests were: skill, music, fitness, food, and travel. More than 70% of cricket fans on Facebook and Instagram were interested in technology and music. More than 60% of cricket fans on both platforms were interested in food, beverages and travel, which is a useful insight for hotels and food delivery brands who want to reach their traveling fans during the game. 6.

5. Tips for brands to use Facebook and Instagram effectively

Brands and products that are looking for ways to engage in their conversations with fans should enhance their fan experience and engage in two-way communication with the cricket world. Used by cricket fans with diverse demographic characteristics and interests, Facebook and Instagram are platforms that complement the comprehensive marketing mix.

Be sure to reach your goals. Are you investing in offline media to reach your awareness goals? Use Facebook and Instagram to boost your middle funnel and boost conversion rates and sales.

Add Facebook and Instagram to your TV advertising plan. With 22 cross-media studies and 9 market matching test results, we can see that Facebook leads to surprising results with a 35% increase in brand value and a 12% median increase in store sales, with only 3% of total spending compared to television advertising. There was.
Avoid targeted leaks with high targeting accuracy and frequency management. Use real-time reach curves to efficiently plan and instantly identify your pros and cons to maximize your budget input.
Actively reveal the USP of major products through ordering ads.
Get detailed targeting by understanding income levels and behavioral signals on Facebook (eg, smartphone users, age, purchasing power).
Use action-optimized creative formats and goals, supported by ROI measurement tools such as increased brand performance and cross-media.
Change the game landscape. Use Facebook and Instagram's full funnel solutions to reach your goals, from awareness to final conversion and sales.

Efficiently reach across multiple segments during the match season with Facebook and Instagram, and achieve higher frequencies and SOVs in the top markets on the day of the match.
Use Cricket-themed creatives to increase your relevance and relevance.
Use short videos to convey brand features and TOM.
When working with cricket players or teams, use branded content.
During the match, use relevant trigger-based ads for key moments like Century and Fall of Wicket.
Measure campaign effectiveness and brand indicator trends