The NHL established traffic numbers on its social media and foreign virtual sites in this year’s two-week Global Series in Europe. This year’s four-game roster marked the ninth season of NHL regular-season games in Europe and the first since 2019 after a two-year hiatus due to the pandemic.
The Nashville Predators and San Jose Sharks split a two-game series in Prague on Oct. 7 and 8 to kick off the 2022 NHL regular season, before two more games are played in Finland between the Colorado Avalanche and Columbus Blue Jackets on Nov. 4. . -5. In 2011, the NHL introduced websites in Czech, Finnish, French, German, Slovak, Swedish and Russian. In 2019, a Spanish NHL. com was added to give the league 8 non-English language websites. For two years, the league has focused on strengthening its Twitter, Instagram, TikTok and Facebook channels in major European markets.
“We haven’t had the opportunity to play in Europe in recent years because of Covid, but now we’ve been able to play there and that has led to our maximum number one and number two weeks for foreign social media,” said Jaka Lednik, NHL’s senior vice president of international relations. “We can interact with players, attend practices, show up in front of players and staff, and capture fan reactions to games. And everything went well. very well. “
More than 50 independent contributors from around the world were sent through the NHL to produce content on the site at its European Games, a particularly larger presence than in previous years. Series, however, said its European social media channels generated 175 million overall video views during the 2021-22 season, a hundred million accumulated during the 2020-21 season.
More than a third (34%) of the overall perspectives of last season’s videos came from geo-targeted Facebook posts, with enthusiasts from express countries seeing posts tailored to their region and language. For example, Facebook’s users based in Sweden have earned messages with the Swedish NHL. stars, such as Sharks defender Erik Karlsson.
“At Facebook, we don’t have separate control for our jobs internationally, but we can geographically target the posts we make from NHL control to other countries,” Lednik said. “It’s a strategy unlike anything like Twitter, where that feature doesn’t exist and we have our own attention. “
TikTok expanded its partnership with the NHL last season to sponsor the league’s stadium series. Lately, the NHL is not active on any social or virtual platform in Russia due to the country’s invasion of Ukraine. However, the league can send geolocated Russian posts to certain countries on platforms with geo-targeting capability.
“In TikTok, we are one of the few that also have the ability to geolocate. It is a feature of the platform, but it is not the one that each and every account has,” added Lednik. Dating with TikTok. Elsewhere, this feature is not built into the platform. Instagram only allows you to geotag if it is a paid post. If it is a biological publication, it does not have the option to geolocate, so we have a separate care for European fans, than using our North American care.
NHL foreign websites with more than 50 content participants produce about 10 stories daily in each language, compared to a daily story than the average when its foreign sites debuted in 2011. year-over-year, and article readings increased up to 27% year-on-year for Finnish, Swedish, German, Czech, Slovak, Spanish and Russian league sites compared to the 2020-21 season.
Matt Cubeta helped oversee the launch of NHL’s foreign headquarters in 2011 and now serves as vice president and editor-in-chief of NHL. com International. As global sports media navigates Elon Musk’s recent acquisition of Twitter, Cubeta downplayed the social network as a whole. Musk said on Twitter that Apple had “almost stopped” advertising on the platform and threatened to remove Twitter from the App Store.
“Twitter is another one for me. I think it’s getting more attention in North America than in Europe, where I think a lot of our enthusiasts are on Instagram, Facebook and TikTok,” Cubeta said. “But Twitter is more like a sports data site. “tool in North America than anything else. In terms of the new owner and the direction they’re going, I think we’re looking to see how that goes before we deal with it.
Photo credits: Courtesy of NHL
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