Your Ultimate 2025 Super Bowl Ads Strategy From Kickoff to Touchdown

The 2025 Super Bowl is just around the corner, with the Detroit Lions and Kansas City Chiefs emerging as fan favorites for this season’s championship showdown. But while the NFL playoffs heat up, the real competition for advertisers happens off the field—fighting for coveted Super Bowl commercials and top social media ad placements.

With over two-thirds of Americans tuning in as NFL fans, the Super Bowl’s cultural impact is undeniable. From Taylor Swift’s appearances at Chiefs games to Jason Kelce’s post-retirement ESPN broadcasts, and Kendrick Lamar’s highly anticipated halftime performance at Super Bowl LIX in the Caesars Superdome, the event is as much a pop culture phenomenon as it is a sports event.

For brands, this presents an extraordinary opportunity to connect with sports audiences and more. However, with intense competition in TV and social media ad spaces, creating a winning campaign requires a strong 2025 Super Bowl ads strategy.

How Are Social Media and the Super Bowl Connected?

Short-form video content has transformed the way sports fans engage with events like the NFL playoffs and the Super Bowl. Platforms like YouTube, TikTok, and Instagram have become go-to destinations for fans to consume bite-sized highlights, real-time updates, and behind-the-scenes moments. 

While NFL games are traditionally TV-driven spectacles, social media amplifies the experience, keeping fans engaged between games and hyping up major events like the Super Bowl. The buzz intensifies online as the big game approaches, connecting brands with highly engaged audiences eager to interact with Super Bowl-related content.

Early Super Bowl Buzz Since Q4

The Super Bowl conversation starts long before game day. Brand24 data reveals that by December 2024, mentions of the Super Bowl had already reached a social media reach of 94 million. Additionally, spending on 2025 Super Bowl ads reached an estimated $31.55 million, highlighting how brands have embraced the hype to secure their place in the conversation.

Super Bowl Social Media Reach by Platform

Each social media platform has its moment to shine during the Super Bowl. Here’s a breakdown of the engagement stats from the 2024 Super Bowl, showcasing how each network plays a unique role in connecting with audiences:

How Will Brands Use Social Media in Super Bowl Advertising This Year?

Social media advertising’s versatility is vast now—from the usual video ads to AR filters, interactive add-ons and stickers, and more. Brands can take advantage of many features in social media advertising platforms when preparing for their 2025 Super Bowl ads strategy. 

Here are just a few of the ways that brands can engage NFL fans in Super Bowl advertising campaigns:

Break into Cross-Device Experiences

Mobile devices dominate YouTube viewership, with an estimated 47.9% share for 2024. However, Connected TV (CTV) is proving to be a formidable contender. According to Strike Social’s Q3 2024 report, CTV campaigns boasted a 76% view rate, edging out mobile’s 73%.

The takeaway? A successful Super Bowl ads strategy for 2025 should target both mobile devices and CTV screens to maximize reach across large and small-screen audiences.

Further, Brian Wieser of Madison and Wall projects a compound annual growth rate (CAGR) of 7% for sports programming spending through 2026, encompassing major events like the NBA, Olympics, NASCAR, and the NFL. This surge in spending signals the rising demand for sports content across all platforms.

Advertisers should also consider YouTube TV’s growing share of game-day viewership. During the 2024 Super Bowl, YouTube TV accounted for 14% of viewership, translating to over 17.3 million viewers out of the total 123.7 million audience. These figures highlight the value of targeting mobile users and CTV viewers to capture diverse audiences on game day.

Tapping Into the eSports and Gaming Community

Super Bowl ad audiences extend far beyond stadium-goers and social media followers—they also include eSports enthusiasts and the gaming community. These groups share a natural connection to competitive sports and team dynamics, making them an untapped audience for Super Bowl ads.

The U.S. eSports market is thriving, valued at approximately $1.07 billion in 2024. Moreover, the video game industry in the U.S. includes around 190.6 million players, 76% of whom are aged 18 and above—making them prime targets for Super Bowl advertising.

Another layer to consider is the sports betting community, which adds even more opportunities for brands to connect. NFL fans placing bets on Super Bowl odds represent a highly engaged audience subset. Localized campaigns can be particularly impactful in states where sports betting is legal, aligning your ads with state-specific opportunities outlined by the American Gaming Association.

The “Taylor Swift Effect” Still Going Strong

Taylor Swift has proven to be an ultimate force capable of boosting brands to unprecedented recognition—a phenomenon famously dubbed the “Taylor Swift effect.” Her influence spans diverse industries, from small businesses to established brands. Her recent appearances for boyfriend, Travis Kelce’s, NFL games have expanded football’s reach to the dedicated “Swiftie” demographic, bridging the gap between sports and pop culture.

Swift’s endorsements are often subtle yet highly effective, showcasing products regularly found across platforms like Amazon and TikTok Shop. Here are a few examples of her influential picks over the past year:

Even during the 2024 Super Bowl, brands have seen success by tapping into narratives that resonate with Swift’s audience. For instance, Cetaphil’s 30-second TV ad spot featured a father and daughter reconnecting, which received acclaim partly due to its emotional relevance to NFL fans and Swifties alike.

Similarly, by capitalizing on influencer collaborations, you can use the same playbook for your 2025 Super Bowl ads strategy. Partnering with influencers can help expand your reach and engage audiences more effectively. Start by identifying accounts with strong followings and high engagement in sports and lifestyle spaces.

Here’s a short list of top influencers to consider for your campaigns during Super Bowl 59:

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Further Reading

Connect with Sports Audiences using Instagram Partnership Ads

Previously known as Branded Content Ads, Partnership Ads allow seamless integration of sponsored content when collaborating with Instagram influencers. Learn how to generate ad codes and connect them with your 2025 Super Bowl advertising campaigns.

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Short-Form for the Long Run

While the 30-second NFL commercials during the Super Bowl undoubtedly capture millions of viewers, social media platforms allow brands to extend their reach with even shorter ads. Just 5 to 6 seconds can spark interest and engage your audience from the kickoff.

Short-form video not only builds initial awareness but also serves as a gateway to deeper engagement. By following up with longer ads, you can drive your viewers toward conversion and ultimately turn them into loyal consumers.

To illustrate the effectiveness of short-form content, here’s a snapshot from our Q1 2024 YouTube report. Shorter YouTube ads (15 seconds or less) had a strong 60% view rate, while slightly longer ads (16-30 seconds) held a 55% view rate. This data confirms that while shorter videos capture attention quickly, longer ads also provide a valuable opportunity to tell your brand’s story and drive conversions.

Super Bowl Marketing Strategies for Paid Social Ads

Now that you know how paid social can help you reach NFL fans, here are 2025 Super Bowl ads strategies to help you connect with engaged audiences this season:

Promoted Super Bowl Ads on X (Twitter)

Align Promoted Ads with the Game Moments

• Stay ahead of the game by sharing relevant Promoted Tweets that engage your audience in real-time. There’s no need to wait for the Super Bowl champion—capitalize on the excitement as the NFL playoffs kick off on January 12. With predictions circulating about which teams will make it to the big game, this is the perfect moment to join the conversation.
• With X Promoted Ads, you can position your brand at the top of search results when users look up “Super Bowl” or related content. Your ads can also appear within sports-centered feeds, reaching users whose interactions are focused on NFL-related tweets.

Super Bowl Advertising on Instagram

Partner Up with Nano Influencers

• Instagram is the top platform for influencer collaborations, with 72% of marketers choosing it for their campaigns. To add, influencer partnerships on Instagram yield the highest ROI at 30%, surpassing Facebook’s 20%.
• Focus on influencers whose content revolves around the NFL playoffs, Super Bowl ad predictions, or sports content in general. This allows you to tap into their engaged audience through Partnership Ads, extending your reach.
• On average, influencer partnership campaigns on Instagram see a 2.2% engagement rate. Partnering with nano influencers can increase this to 5%. With 65% of influencer accounts being nano influencers, there’s a large pool of potential collaborators for your Super Bowl ads.

Hook Audiences with Views-Focused Campaigns

• Just as Super Bowl commercials capture attention through 30-second TV ads, focusing on viewership in Instagram campaigns can lead to strong results. Strike Social’s Campaign Lab data reveals that optimizing for pre- and post-game hype during Q1 is key to driving higher view rates with your 2025 Super Bowl advertising campaigns.
• Instagram view rate trends reveal a surge starting two weeks before the Super Bowl. During game week, view rates may dip as audiences focus on game highlights and related content. However, ad viewership bounces back the following week and remains strong through March.
• Capitalize on this momentum by extending your campaigns to target sports audiences beyond the Super Bowl, sustaining the view rates as March Madness approaches.

Using Super Bowl in TikTok Advertising

Drive UGC with Branded Hashtag Challenges

• For their 2023 NFL Super Bowl marketing, Doritos launched the #DoritosTriangleTryout challenge. To join, users must create a “triangle-inspired dance” for a chance to be featured during the big game. TikTok influencers like Josh Killacky and Lizzie Lu quickly joined the trend, resulting in the branded hashtag amassing over 12 billion views.
• Get creative with your own branded hashtag to promote your 2025 Super Bowl ads. For example, Quick Service Restaurants (QSRs) are popular on game day, with 1 in 7 Americans ordering takeout during the game.
• Encourage customers to share their favorite game-day snacks with a hashtag like #[YourRestaurantName]SnackChallenge. UGC will help spark buzz and expand your reach, as your patrons’ communities share their videos, spreading your brand’s presence.

Super Bowl Ads on YouTube and its Networks

Big Screens for the Big Game

• YouTube is now a major player in Connected TV, alongside platforms like Roku, Amazon, Hulu, and Netflix. By 2026, YouTube’s revenue from CTV is projected to quadruple. When compared to other U.S. streaming services, YouTube holds the top share in both ad time (4.6%) and time spent (9.9%).
• Advertising on YouTube allows brands to tap into ad inventory across various networks, including YouTube TV and Google TV. With YouTube TV’s 8 million users and Google TV’s 20 million, brands can make a significant impact without the high cost of advertising during the Super Bowl.

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Further Reading

Utilize Google TV’s Growing Network for Your YouTube Ads

Increase brand awareness by telling a compelling story that captures viewers’ attention. Begin with the big screens and discover how to tap into Google TV’s growing network for your YouTube ad campaigns.

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YouTube Shorts for Fast, Shareable Content

• Let’s not forget that YouTube is a mobile app first, and thus, mobile users should never be ignored. Our data from Q1 encompassing the 2024 Super Bowl, showing the share of impressions and views, highlights how mobile and CTV placements level the playing field:

• Along with CTV placements, focusing on short-form content on YouTube Shorts can help you reach more sports-engaged audiences, boosting your Super Bowl ads’ performance even further. If you’re focusing on a Views-centric approach, a good 2025 Super Bowl ads strategy would include a YouTube Video Views Campaign, where you can take advantage of YouTube Shorts, skippable in-stream, and in-feed placements.
• Based on our 2024 Campaign Lab data, here’s a snapshot of view rates for different industries during January to March:

• As we can see, industries like gambling (which ties into sports betting), adult beverages, and food are big draws for NFL fans watching the Super Bowl. However, even if you’re a non-sports brand like automotive or finance, our YouTube data shows you can still effectively reach Super Bowl fans and sports audiences.
• By utilizing precise audience targeting and segmentation, paired with continuous optimization, you can ensure your 2025 Super Bowl ads strategy succeeds.

Is Your Paid Social Ads Strategy Now Super Bowl-Ready?

The 2025 Super Bowl will be a highly competitive arena, with both sports and non-sports brands vying for ad space. Let’s be honest—while the $7 million price tag for a Super Bowl ad is out of reach for many, paid social media advertising offers a more cost-effective way to reach the same audience, at a fraction of the price.

Working with an experienced ad agency can significantly enhance the performance of your Super Bowl campaign. Share your 2025 goals with us, and let’s discuss how our SwaS (software with a service) solutions can help optimize your Super Bowl campaigns.

The post Play to Win With Our 2025 Super Bowl Ads Strategy Guide appeared first on Strike Social.

What’s your game plan to join the action? Discover what top brands are up to and learn how to secure a victory with the winning Super Bowl marketing ideas.

Conquer the Big Game with Winning Super Bowl Social Media Campaigns

The showdown between the Kansas City Chiefs and the San Francisco 49ers is approaching fast, and the Super Bowl ad space competition is only heating up. With CBS charging up to $7 million for a 30-second spot, major brands are pulling out all the stops, enlisting A-list celebrities like Ben Affleck, Jennifer Lopez, Steve Martin, and John Travolta to leave a lasting impression.

The surge in Super Bowl social media campaigns is highly evident, with TikTok ad spend skyrocketing by 400% YoY from January 1 to Super Bowl Sunday in 2023. As we anticipate the 2024 Super Bowl, the question arises: what new heights will this year’s social media campaigns reach?

Look at the latest Super Bowl advertising trends and explore how you can leverage these to build hype and engagement for your brand on social media.

A Showdown of Innovative Super Bowl Marketing Ideas

In the upcoming Super Bowl 2024, all eyes are on the Chiefs vs. the 49ers. However, another competition brewing among advertisers and media buyers is the battle of Super Bowl advertising.

Celebrity vs. Influencer Marketing

For years, celebrity endorsements have been a staple in Super Bowl commercials, capturing audience attention with star power. Some examples include Snickers’ iconic “You’re not you when you’re hungry” ad featuring Betty White in 2010 and Wendy’s legendary “Where’s the beef?” spot from 1984.

Another standout Super Bowl commercial is the one from Coinbase’s 2022 ad, which took a social media-inspired approach by flashing a QR code across the screen. This innovative tactic propelled their app from 186th place on the app store to No. 2. Subsequently, in the 2023 Super Bowl commercials, Limit Break and Servant also leveraged QR codes in their advertising, following Coinbase’s successful lead.

In a sneak peek of this year’s Uber Eats Super Bowl commercial, Friends stars Jennifer Aniston, David Schwimmer, and David & Victoria Beckham (amongst others) take the spotlight.

Meanwhile, e.l.f cosmetics have “summoned” TikTok creator Benito Skinner, aka “Benny Drama”, and Meghan Trainor, a prominent TikTok personality and pop singer, alongside the cast of the legal drama series Suits, for their Super Bowl ad teaser. This move highlights e.l.f’s strategy of blending celebrity and influencer marketing to broaden their appeal and capture diverse audiences.

Traditional vs. Social Media Advertising

The AFC Championship Game between the Kansas City Chiefs and Baltimore Ravens made TV history, attracting the largest audience ever for an AFC Championship Game and becoming the most-watched non-Super Bowl program on CBS in three decades. With a record-breaking viewership of over 55 million viewers, the game marked a milestone for TV ratings.

This massive viewership undoubtedly includes Swifties, eagerly tuning in to see Taylor Swift supporting her boyfriend, Travis Kelce. With 20.2 million female viewers, comprising 40% of the TV audience, it’s undeniable how Swift’s impact encompasses stadiums both for concerts and tournaments alike.

Super Bowl LVIII TV Ad Spaces in High Demand

As leading brands secure prime spots for Super Bowl viewing, audiences can anticipate a barrage of commercials from companies that have already secured their slots for the big game. 

CBS has reported that its Super Bowl advertising slots were nearly sold out as early as November 2023. To accommodate new advertisers, the NFL has expanded its ad inventory, partly due to the popularity of “Thursday Night Football.”

Viewers tuning in to the Super Bowl can expect new advertising campaigns from prominent brands such as Kia, Osmow’s, Coca-Cola, Molson, M&M’s, and others as they vie for consumer attention during this highly anticipated broadcast.

Browsing the Super Bowl Social Media Campaign Stream

The NFL’s TikTok account is among many who capitalized on the Chiefs’ victory by sharing Travis and Taylor’s post-game interaction, garnering 12.7 million views as of the time of writing this article. Brands are also seizing the opportunity presented by the Swift-Kelce romance, integrating music and football themes into their Super Bowl social media campaigns.

• Crocetti’s

  Featuring Taylor Swift herself donning a Chiefs jacket in the creative headline, this ad is undoubtedly targeting Swifties turned football fans.

• HOOPLA

  Kansas City-based nail brand HOOPLA took a proactive approach by crafting social media posts tailored to Swift and Kelce. Leading up to Valentine’s Day and the big game, the nail brand has also introduced a ‘LOVE’ polish set. Going the extra mile, HOOPLA sent out emails to customers on Jan. 6, offering a free surprise with the code ‘TAYVIS.’

With Super Bowl watch parties approaching, it’s no question that consumer spending on CPG food & beverage ads hit up to $2.3 billion during the Super Bowl week. As the weekend draws near, food chains are maximizing their Super Bowl ads to their way to get up to users’ feeds:

Comparing YouTube Shorts, TikTok, and Instagram Reels for Super Bowl Social Media Advertising Strategies

Explore the effectiveness of short-form advertising for your Super Bowl marketing ideas. Discover how brands utilize these platforms to maximize their Super Bowl social media campaigns.

YouTube Shorts

Brands are tapping into the rising popularity of YouTube Shorts. The NFL, for instance, has incorporated YouTube Shorts ads directing viewers to their shop link, featuring content like selecting the color of the Gatorade drink for the 2024 Super Bowl.

Click here to see the NFL | Gatorade ad

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Super Bowl ad teasers like Starry Lemon Lime featuring Ice Spice have garnered significant attention, with 3.4 million views in just two weeks.

View the Starry & Ice Spice ad here

YouTube intelligently houses Super Bowl 2024 ads on AdBlitz, providing a powerful showcase and expanding brand reach. Hyundai, for example, generated over 247 million impressions through YouTube during last year’s Super Bowl advertising period leading up to the big game.

TikTok

TikTok is buzzing with ‘pre-game’ content, teasers, and trailers, attracting users’ attention. Paramount+, for example, features snippets of NFL playoffs as part of its traffic objective campaign, promoting all seasons viewable on their platform, including the highly anticipated Super Bowl 2024.

What’s streaming on Paramount+

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The Taylor Swift Super Bowl phenomenon continues to inspire ad creatives. Culture Kings, a clothing shop, references “Team Swifty” in their conversion campaign caption, advertising Super Bowl LVIII clothing and merch on their TikTok ad. The ad showcases its effectiveness with click-throughs, particularly at the 1 to 7-second mark of the 11-second video.

See the full Culture Kings ad here

Instagram Reels

Beyond podcast content, Instagram Reels emerge as a favored platform for brands like Once Upon A Coconut, promoting a chance to win $1000 for viewers’ Super Bowl parties through a “no purchase necessary” contest.

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Bud Light also joins the fray, promoting their ad teaser via Post Malone’s Instagram account. With the singer’s 25 million followers, the reel already has 3.2 million views and 120K likes.

Early Super Bowl Victors: Brands Triumphing Ahead of the 2024 Tournament

As the countdown to Super Bowl 2024 commences, some brands have emerged victorious with their pre-game campaigns. Here’s a glimpse at the frontrunners in Super Bowl advertising:

Kristin Juszczyk, Clothing Designer

Known for creating custom Chiefs puffer jackets for Taylor Swift and 49ers-inspired outfits for Culpo, Kristin Juszczyk now holds a licensing deal with the NFL. The increasing prominence of fashion and beauty in Super Bowl advertising, particularly among younger women, can be attributed to Taylor Swift’s influence.

Dove and Kylie Kelce

Partnering with Dove, Kylie Kelce champions body positivity among female athletes through TikTok ad campaigns. As a field hockey coach, Kelce’s collaboration with Dove aligns with their message of empowerment.

NYX Cosmetics

NYX ranks second in the top 10 ads category and is the fifth-most mentioned brand on X (formerly Twitter). Their TikTok strategy demonstrates how beauty brands can resonate with their demographic, which likely intersects significantly with the Swift fandom. Apart from NFL references, NYX also encourages user-generated content, as seen on their official TikTok account.

Play on the Offensive With These Super Bowl Social Media Advertising Trends and Tips

Now that we’ve provided insights on how to create a winning Super Bowl social media campaign, here are five actionable tips you can implement based on the trends discussed:

Fuel Your Competitive Spirit with These Super Bowl Marketing Ideas

Embracing trends isn’t just a bandwagon approach — it’s a strategic move that can catapult your ads to your audiences’ home screens during this football season. 

Staying attuned to what’s trending is essential for brands to remain relevant and informed about what’s new, what’s hot (and what’s not).  The Super Bowl social media campaign strategies we’ve outlined are proven techniques already generating traffic, conversions, and headlines. As the Super Bowl weekend looms, now is the opportunity to capitalize on these insights to ensure your brand stands out amidst the advertising frenzy.

Expand your expertise. Browse Strike Social’s latest blogs here:

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  TikTok News and Updates Q1 2025: What Advertisers Need to Know
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  YouTube Shorts Views Are Changing: How You Can Adapt Your Paid Ads Strategy
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  7 Social Media Advertising Trends You Should Know in 2025
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  Increase YouTube Subscribers with Google Ads: A Step-by-Step Guide
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  Easter Day Sales Strategy: Drive More Conversions with Demand Gen Ads
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  Meta Advantage Suite: How to Use AI-Driven Optimization for Smarter Ads

The post Score Big with 2024 Super Bowl Social Media Campaigns appeared first on Strike Social.

Super Bowl and Social Media

• Super Bowl Ad Trends on Social Networks
• Super Bowl Social Ad Costs, Strike Social Numbers
• Tentpole Marketing Should Look into the Power of Social Ads

Whether a die-hard fan or just Super Bowl commercial gazing, the event unites people from all walks of life. Advertisers recognize this opportunity, spend months preparing to flex their creative muscles, and throw in millions of advertising dollars to showcase their best ads during the big game.

Big brands invest all-in in TV advertising during the Super Bowl weekend. Based on the recent Nielsen report, with an estimated 113 million viewers tuning in to this year’s Super Bowl LVII, representing a 12% increase from last year, advertisers are eager to get their message to as many eyes as possible.

However, the cost of Super Bowl advertising has continued to rise year after year, with 2023’s average ad cost reaching $7 million, an 8% increase from last year’s $6.5 million. At such high costs, advertisers must ensure their ad messaging are compelling, memorable, and resonate with their target audience. This begs the question: are advertisers getting their money’s worth?

Let’s explore and analyze the effectiveness of Super Bowl advertising across major social networks on both organic and paid efforts during game day weekend.

Super Bowl Ad Trends on Social Networks

As brands transition their brand presence from living room audiences to multi-screen viewers, social networks with massive video users become the go-to play in every advertiser’s playbook. Super Bowl Advertising is more than wallet competition. It is a chance to make an impact and positive influence on consumers. Now that the Vince Lombardi Trophy has been raised let’s check how the video ad fared well on social media platforms.

USA Today recently released the 2023 Super Bowl ad rankings using their ad meter, and our team couldn’t wait to dig into the numbers. These stats were taken just over a week after the year’s biggest sports event. The results were as exciting as a touchdown in overtime. 

• Five of the top ten brands went all-out with 60-second video ads, with three going higher or equal to 90 seconds, while the rest settled for a shorter 30-second clip.
• Seven of the top 10 videos on YouTube have garnered over a million views, with T-Mobile’s “Neighborly” leading the pack with a whopping 56 million views.
• Disney’s “Disney 100 Special Look” surpassed the one million video view milestone on Facebook, garnering 4.2 million views and counting.
• On Instagram Reels, the aggregate video views of Super Bowl video ads were 250%+ higher than Facebook video posts.
• Surprisingly, only four of the top ten brands have posted their Super Bowl video ads on TikTok. But PopCorners’ “Breaking Good” TikTok video ad gained massive traction, with over 500k likes and 5.1 million views.

Integrating social ads into Super Bowl marketing strategies has effectively complemented traditional TV promotions. Platforms such as YouTube, Instagram Reels, and TikTok have attracted audiences beyond the NFL fanbase, leading to increased exposure and engagement. Brand adoption of social ads has shown great success and impact post-Super Bowl weekend. This approach highlights the need for an integrated strategy beyond traditional channels.

Related article: YouTube vs. Instagram vs. Meta Statistics: Who Wears the Social Media Crown

Super Bowl Social Ad Costs, Strike Social Numbers

The Super Bowl weekend can be viewed as the ultimate Q4-cost-spike compressed into three days of football frenzy. Advertising costs skyrocketed during the event due to increased demand for advertising space. Let’s analyze ad cost trends by comparing the average CPM during the 2023 Super Bowl weekend with the average monthly advertising spend for February 2023.

Let’s start with TikTok. Our data showed that TikTok’s CPM campaigns averaged 15% more ad cost during Super Bowl weekend than the rest of the month. This could be due to the competition created by small businesses and brands that have succeeded on the platform, driving up demand and cost. State Farm’s decision to focus on TikTok instead of linear advertising is a great example. In addition, PopCorners’ “Breaking Good” campaign reached its target audience and sparked engagement from half a million TikTok users. 

Checking out our Meta setup, Facebook and Instagram CPM campaigns have increased by 2% and 6% during the Super Bowl weekend.  Facebook video content can be found on your feed, while Instagram has a fancy new placement called Reels.  Reels are gaining immense traction among users and advertisers despite being a recent addition to the platform. According to Forrester.com, 30% of Instagram app usage is from Reels. This trend will continue as more users shift their viewing habits from TikTok to Instagram.

The upswing in ad costs for social ads during the Super Bowl weekend on YouTube is no surprise. Advertisers are aware of the influence of YouTube streaming in targeting multi-screen NFL viewers during this festive occasion. It’s where fans flock to watch the game, reminisce about iconic halftime ads, or relive the thrill of a replay. According to Comscore, YouTube reached an impressive 77% of the adult audience for Super Bowl LVI, edging out TV’s 72%. When reaching social media viewers, brands know that YouTube ads are their credible MVPs.

Related article: Will the Convergence of Linear and Connected TV Merge Media Buying Team?

Tentpole Marketing Should Look into the Power of Social Ads

Casual viewers on their couches, at restaurants, or watch parties who may be unfamiliar with all football rules. As viewers tune in to catch the game, they eagerly anticipate the release of the latest Super Bowl social ads. The popularity of these ads during the game has led to fierce competition among brands to get the best ad spot. Social ads on platforms like TikTok, YouTube, and Meta have become preferred destinations for advertisers to complement linear TV ads and boost reach to a massive audience.

With data showing a rise in ad costs and a shift towards vertical video formats like Reels and TikTok, brands must continue to innovate and adapt their social ad strategies. Running an always-on campaign or longer flight dates even out sudden spikes in costs and still achieving campaign goals efficiently. As the Super Bowl continues to be a massive behavioral shift, advertisers must harness the power of social ads to create impactful, lasting, and effective Super Bowl social ads.

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Get the scoop on 2024 Super Bowl advertising trends:

Read the full blog here

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