Fans turned to Facebook and Instagram during Super Bowl LI as the Patriots beat the Falcons 34–28 in overtime at NRG Stadium in Houston, Texas. Worldwide, 64 million people joined the conversation on Facebook—enough to fill the stadium almost 900 times over. 44 million joined the conversation on Instagram.
People discussed everything from New England’s incredible comeback to Lady Gaga‘s halftime show to Audi’s “Daughter” ad. All in all, Facebook recorded 240 million interactions and Instagram saw 150 million interactions.
Video on Facebook was a big part of the action. There were 262 million views of Super Bowl-related videos on the platform.
The Facebook and Instagram team huddled to analyze the top social moments, most talked-about players, most talked-about TV ads, and more. Check out the infographic below to see how it all played out.
The league, competing teams, sports media, and celebrities contributed to this Facebook and Instagram conversation in a number of ways.
For its biggest game of the year, the NFL delivered wall-to-wall coverage on Facebook. Prior to kickoff, the league used Facebook Live to bring fans onto the field as Dave Dameshek previewed the game with former NFL standouts Maurice Jones-Drew and Ike Taylor.
The league also posted videos of Tom Brady’s warm-up, the Falcons taking the field, Lady Gaga’s halftime show, and the thrill of victory as expressed by Julian Edelman and Danny Amendola. The NFL’s 360 photos provided fans with a look from every angle of President George H.W. Bush’s coin toss and the Falcons’ locker room set-up.
Super Bowl MVP Tom Brady took to Facebook after the game to share a picture of his family, along with the hashtag #NeverStopBelieving. Meanwhile, his teammate Julian Edelman also shared a photo of the pure joy he felt following the dramatic victory.
Other athletes and celebrities also shared parts of their Super Bowl Sunday on Facebook:
- Washington Nationals outfielder Bryce Harper used Facebook Live to broadcast his brother cooking a Super Bowl party spread.
- Olympic swimming legend Michael Phelps posted a photo of his son, Boomer, holding a regulation-sized NFL football.
- Musicians also joined the conversation. Kenny Chesney and Darius Rucker posted photos with family at the game, while Jason Aldean shared his celebration of a Falcons touchdown.
Meanwhile, a number of Patriots players turned to Instagram to share the moment with their fans. Rob Gronkowski posted a photo with his quarterback in the locker room after the game, while Martellus Bennett and Sebastian Vollmer each posted photos of their daughters on game day.
Not to be outdone, New England fans also were quite active on Instagram. Gisele posted a photo of her daughter getting ready to cheer on “Dad,” aka Tom Brady. Boston native Mark Wahlberg shared photos of his family both before and after the Patriots’ victory. Comedian Rob Riggle shared a video of the confetti falling on the field, while Olivia Culpo posted a photo of herself cheering on her boyfriend, Julian Edelman.
On the Atlanta sideline, Falcons fan Ludacris shared a photo taken with friend, and temporary rival, Mark Wahlberg. A post from Usher showed fans how long he’s been a Falcons fan, while Sterling K. Brown posted a video of the build-up to the halftime show.
And even those who couldn’t be at the stadium were able to contribute to the conversation on Instagram. Heidi Klum watched the game from the comfort of her home, while Rebel Wilson shared a moment from a Super Bowl party with members of the “Pitch Perfect” cast. New England fan John Krasinski showed that there is only one team left standing after the 2016 season.
Media also leveraged Facebook to connect and engage with their audiences prior to kickoff. ESPN’s Mike Greenberg went live to deliver his Super Bowl pick, while Peter King from the MMQB used Facebook Live to answer questions from fans and preview the game. Meanwhile, the NFL on FOX went live as the studio crew traveled from its pre-game show set-up in downtown Houston to NRG Stadium, helping drive tune-in to its telecast.
On Instagram, Erin Andrews posted a photo of the FOX Sports pregame show rundown, giving fans a tease of what was to come. Meanwhile, fellow FOX personality Charissa Thompson shared photos from the pregame red carpet and the postgame celebration.