New data released by FIFA today has revealed that Russia 2018 was the most engaged FIFA World Cup in history. Record-breaking interest from fans online resulted in over 7.5 billion engagements across FIFA digital platforms during the World Cup. New digital innovations and initiatives introduced by FIFA including a new bespoke app, broader and more interactive coverage on social media, dedicated reporters for the 32 competing teams and an innovative new visual stories approach played a key role in giving fans more opportunities to connect, follow and engage with all the latest action and breaking news from across the tournament.
FIFAs social media generated over 580 million interactions, increased responsiveness through a new customer service function, and extended the number of followers to more than 128 million.
Two of the main contributors to this growth and deepening of engagement were stunning images from across the 11 Host Cities, and the proliferation of videos that led to over 1.25 billion video views across all official FIFA digital platforms, with more than four million new subscribers to FIFAs YouTube channel.
The FIFA official app for the tournament became the number one sports app in over 128 countries, while FIFA.com was ranked as the number one football website in the world.
FIFAs 32 team reporters – delivering content in 16 languages – were able to give fans exclusive content in their teams native language on multiple platforms as they followed their nations journey all the way through, allowing fans to follow their teams throughout the tournament like never before.
FIFAs interactive games also generated huge fan engagement, with over 25 million fans visitors taking part in apps such as McDonalds FIFA World Cup Fantasy, Hyundais FIFA World Cup Match Predictor, and the Panini Digital Sticker Album presented by Coca-Cola.
FIFA also expanded its coverage to newer audiences, through its official Russian VKontakte account – passing more than one million followers during the tournament – as well as to China on Weibo and WeChat.
If you would like to help us tailor our digital content even more to your needs for the future, we would love you to complete this short survey, here.