Messi magic moves the MLS’s social channels
Lionel Messi officially signed for Inter Miami on July 16th, and I’ll be honest that I’ve paid more attention to America’s premier men’s soccer league in the past month than I have in the rest of my life combined. And now we have the data to prove that I’m not the only one.
The numbers below compare the MLS’s social performance in the last month with the 30 days before, and it is clear to see that Messi’s arrival has sent seismic shocks around the sport in the USA.
Despite a 20% drop in the amount of Facebook posts, there was a 25x increase in the engagements on the league’s Facebook Page, and while it wasn’t quite as dramatic, there was a similar level of increase on Instagram and Twitter, which saw 5x and 11x increases respectively. Top posts on Facebook and Twitter were about Messi’s game-winning free kick, while a partner post with Khaby Lame — one of the world’s biggest digital creators — did numbers on Instagram.
The league and brand partners are betting big on Messi bringing the beautiful game to the US, with Apple sure to be paying particular attention due to the league being streamed on Apple TV. If these numbers are anything to go by, that gamble may just be paying off.
And good news to all the marketers out there — all you need to 10x your KPIs is to literally get Lionel Messi to come and create content for you.
“Planet of the Bass” evokes Eurodance nostalgia
A ‘90’s Eurodance revival is underway as the parody song “Planet of the Bass” becomes such a viral sensation that it’s now being referred to as the song of the summer. The parody track, created by comedian Kyle Gordon, features DJ Crazy Times (himself) and Ms. Biljana Electronica (TikToker Audrey Trullinger) mimicking the style of Eurodance music videos, and it’s since generated over 7.2 million views on TikTok. But it’s Gordon’s commitment to the bit that has kept the public interested.
A second version of the viral music video was released a few days after the original, but this time with a new girl playing the part of Ms. Biljana Electronica. At first fans were demanding for the return of Trullinger, but appreciation began to build as the public realized that replacing the lead woman with no explanation was very on theme.
In true Eurodance fashion, a third video was uploaded on Monday with, you guessed it, another new lip-syncing girl, also known as TikTok star Sabrina Brier. The viral hit has also made its way into the mainstream, and although engagement to articles isn’t comparable to what’s come from social, publishers such as the New York Times and Rolling Stone have written about its influence. Alongside the latest video was news that a full-length version of the song would be released on Aug 15th. It’s not clear if the song will be met with another new music video, but the bit doesn’t seem to be over quite yet.
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