Hey Queens, yes you read it right – Lucy C is back, back again (guess who’s back, guess who’s back…) to delve into the (internet) hot topics YOU need to know about.
So, what’s caught my interest recently? Emotional social.
Ever noticed that conversations on social media platforms surge around moments of shared emotional experience? When something feels big, people post. When it feels historic, people share. When it feels personal, people engage.
Let’s take The Super Bowl. That once-a-year cultural phenomenon that sweeps up an entire sub-continent, and half the internet too. This year – as always – much of the conversation didn’t just revolve around the score. (Who remembers the media furore and flight tracking of 2024, when Taylor Swift flew from Tokyo to LA, just in time to support her bf – now fiance of course – for the big game?)
But why, you might ask?
Because big sporting events that bring people together are about a collective emotional moment, and on social media – and when it comes to brand-building – emotion is currency.
Mentions peaked sharply on game day, spiking in real time as cultural moments unfolded. But those spikes weren’t driven by the game alone. External cultural actors amplified the moment. The halftime show alone racked up nearly 70% of tracked mentions, a reminder that cultural peak isn’t always on the field.
Speaking of the Half Time Show …
Halftime wasn’t a pause. It was THE spectacle. You might not know the difference between a touchdown and a timeout, but I bet you’ve heard of Bad Bunny? Well, there’s a reason for that, and you can thank emotional currency.
Brands like Dunkin, Levi’s, Apple Music and Novartis showed up before, during and after the game, with layered partnerships and coordinated drops. WWE (of all people) capitalised on the moment with a co-branded merch release we didn’t know we needed, achieving massive reach by acting fast, acting now and acting culturally.
But don’t be fooled into thinking that visibility equals impact.
Cool, so how do you leverage emotional currency?
When it comes to big cultural moments, brands that post more frequently are often driving the most interactions – so volume works, but only when paired with strategy. Audiences don’t just like posts, they share them. And sharing means endorsement; “this represents me.”
The Super Bowl functions as an emotional pulse in the US. A shared national moment, BUT one that is increasingly going global, with the US leading volume but Mexico emerging as a highly active market. Both of the teams playing (let’s not forget about them) saw sharp follower growth in the days closest to the game. Emotion translated into long-term owned audience value.
That’s the business of belonging.
So, what can brands learn?
Here’s the quick-fire summary.
- Design for emotion, not information. Facts don’t travel as far as feeling.
- Act like part of the moment, not a commentator. Embed yourself authentically.
- Turn spikes into community growth. Attention is temporary: audience is equity.
- Optimise for relevance, not perfection. Cultural timing beats polish.
- Create content that people want to share. Shareability drives scale.
- Post smarter, not just more. Volume without strategy is just noise.
Social listening isn’t optional. Brands that monitor live cultural shifts and competitive impact in real time can make sharper, braver decisions.
It’s not just about who wins a football game. It’s about understanding the emotional moment, and building community beyond it.
I’ll see ya on the field. Till next time!