As communicators gear up for Super Bowl LV, many are embracing social media content to boost their efforts.

The largest reported Super Bowl bet ever, in terms of amount risk, is believed to be a $4.8 million money-line wager on the Rams to beat the Patriots in Super Bowl XXXVI that was placed with MGM. Feb 05, 2021 As communicators gear up for Super Bowl LV, many are embracing social media content to boost their efforts. BET Networks is gearing up for its annual “Super Bowl Gospel Celebration,” which is a star-studded “ultimate praise party” on Feb. 6 that features National Football League athletes, artists, content creators, celebrities and more. Mattress Mack bet big on the Super Bowl underdog and it paid off. Jim McIngvale bet $3.46 million on the Tampa Bay Buccaneers +3.5 points in Sunday's Super Bowl. The Bucs thrashed the Chiefs 31-9. Rickey Smiley hosts the 22nd Annual Super Bowl Gospel Celebration featuring appearances from the NFL Players Choir, Pharrell Williams, Faith in Action honoree Deshaun Watson and more.

BET Networks is gearing up for its annual “Super Bowl Gospel Celebration,” which is a star-studded “ultimate praise party” on Feb. 6 that features National Football League athletes, artists, content creators, celebrities and more:

The lineup of talent for this year's Super Bowl Gospel Celebration is amazing!
Be sure to tune in this Saturday, Feb. 6 at 8/7 pm CST. Only airing on @BET. #SuperBowlGospel#music#faith#gospel#gospelmusic#BET#SBLV#TampaLV#NothingCanStopUspic.twitter.com/3xSb9KnhGz

— Super Bowl Gospel (@SuperBowlGospel) February 3, 2021

Whether you’re crafting content to accompany the big game or are looking for ways to boost your messages and creative efforts, consider these four takeaways from T.J. Barber, director of social media and strategy for ViacomCBS’ BET Networks:

1. Create content that your audience considers valuable.

For last year’s Super Bowl, BET produced a video featuring social media influencer “NotKarltonBanks” quizzing celebrities and athletes on biblical trivia, which racked up a combined 2 million views across social media platforms:

The network also grabbed more than 3 million views with another video promoting its “Soul Train Awards,” which featured actresses and co-hosts Tisha Campbell and Tichina Arnold in a “mukbang”—a popular online show format from Korea where hosts eat food as they discuss various topics. The secret to BET’s success? Create videos your audience actually cares about.

Barber says:

We’ve provided our audience with content they love consuming (i.e., Mukbang, comedy, trivia and never-heard-of stories) in [formats] they don’t often see on the BET Networks platform. “What the MUK is going on?” was our first ever mukbang attempt and the series “Church Card Revoked” captured on the “Super Bowl Gospel Celebration” red carpet in 2020 allowed us to have fun with faith and spirituality.

When producing videos or other social media content, consider your audience first, then brainstorm ways you can weave your brand’s voice and messages into the content and trends your fans love. Remember: It’s not all about you or your organization.

“We met the audience where they are instead of asking the audience to join us for the content the creators like to produce,” Barber says.

2. Lean into insights, data and trends.

Newsjacking and internet trends can provide many opportunities for social media pros to make a splash and strengthen brand loyalty, but you have to know the latest fads before you can brainstorm ways to infuse your organization’s offerings and brand into them.

“Don’t be afraid of data,” Barber says.

Dig into social listening and brand sentiment across digital media channels or dig into audience segmentation analytics to help you better understand, reach and resonate with your target audience(s).

“Use data to learn more about the audience you have and the audience you hope to obtain,” Barber says. “Let the data help you create content to reach your audience and create a community.”

Data and insights can help you uncover tastemakers and emerging trends, too. “Work with the originators of trends instead of those who become famous for copying them and not providing credit,” Barber says.

You can also use data and insights, along with a history of showing the ROI of your efforts, to position yourself as a trusted expert within your organization. This can help you to redirect requests that won’t help you meet your campaign and engagement goals.

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3. Select the right partners.

Influencers are an important part of many organizations’ content creation efforts—and choosing your content creator cohort shouldn’t be a decision you make lightly. Do your research, and look beyond vanity metrics.

“Don’t choose an influencer and/or content creator solely based on their numbers,” Barber says.

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Instead, consider the influencer’s online community, engagement, previous content and overall brand—and ask yourself if those items align with your goals and organization’s values. Also, map out your ideal partnership and whether that influencer will be able to produce the desired results.

Barber says:

Make sure your content will resonate with their audience. Does the partnership truly make sense? Will they actually engage with the content once posted? Do they actually deliver on the impressions promised?

Once you find the perfect influencer partner, ensure your relationship is mutually beneficial.

Barber says you must pay content creators what they are worth: “Stop trying to get individuals to do the most for the least bit of money.”

Barber also cautions against stealing from BIPOC content creators and claiming their work as your own. These actions can quickly destroy trust and brand reputation.

Selecting the right partners extends past your chosen content creator or influencer, too. Look for was you can partner with social media platforms, industry veterans and more—especially as you grapple with engaging consumers throughout the COVID-19 crisis.

Barber says:

Work with your vendor platform partners to know their best practices. If you’re spending money in a platform, make sure you have a rep who can work with you. If that isn’t possible, gather with your counterparts to share best practices, join groups where your peers are willing to share what they know, and/or read, read, read.

4. Repurpose and promote your content across social media platforms.

Last year, BET created a 2020 “Super Bowl Gospel Celebration” YouTube playlist, featuring videos from the show and red carpet, but also distributed and repurposed the content for social media efforts that lasted long after Super Bowl weekend.

“The content you create should have a long-lasting shelf life,” Barber says, “which may mean adjusting contracts with talent so your content isn’t specific to one creative.”

With every piece of content you create, consider how you can repurpose and distribute it on other social media platforms and channels. Barber says this could include crafting GIFs or memes from your videos, remembering to tailor each piece of repurposed content to the platform and audience.

BET’s Tenor profile and GIPHY channel are treasure troves of GIFs from its series and award shows. Some even include the BET+ branding, such as this GIF from the network’s “First Wives Club” series:

BET’s stickers also provide fans with its series’ characters and moments, in a format meant for Snapchat, Instagram and Facebook stories:

BET is also promoting its “Super Bowl Gospel Celebration” this year with tweets on its Twitter profiles, including @BETGospel, @SuperBowlGospel and a pinned tweet on its main Twitter account:

Join us for a night of faith, family, football, and inspiration with the 22nd Annual NFL Sanctioned #SuperBowlGospel Celebration hosted by @RickeySmiley, Saturday February 6 8/7c! Let's go! pic.twitter.com/ckHCKOKUkL

— BET (@BET) January 30, 2021

A short-form video touting performer Koryn Hawthorne’s appearance also appears on BET’s Instagram feed, and the hashtag #SuperBowlGospel enables Barber and her team to monitor the conversation across social media platforms:

You can learn more social media and digital content insights from Barber at Ragan’s Social Media & Digital Communications Conference, March 16. She will be joined by speakers from Dropbox, Microsoft, UPS, Chip and Joanna Gaine’s Magnolia, Dictionary.com, LinkedIn and more. Register by March 2 to save $100.

How To Bet In The Super Bowl Won

More people than ever will have access to betting the Super Bowl this season.

That will be the case each of the next few years, as more states add legal sports betting. With the proliferation of apps for betting and a fun matchup between the Tampa Bay Buccaneers and Kansas City Chiefs, the amount bet on Super Bowl LV could be staggering. There has already been a $2.3 million bet on the Buccaneers at BetMGM.

Betting on the Super Bowl is unlike any other event. There’s only one game but it has more interest than any other. That’s why, 35 years ago, the first Super Bowl prop was offered on whether Bears defensive tackle William “The Refrigerator” Perry would score in Super Bowl XX (he did). For Super Bowl LV, you’d probably miss kickoff just counting all the props that are offered.

The Super Bowl is a holiday for serious bettors and casual ones alike. Here are some tips on how to bet on the biggest game of the year:

Who is favored in Super Bowl LV?

The Kansas City Chiefs are 3.5-point favorites at BetMGM. That means if Kansas City wins by 4 points or more, Chiefs bets are winners. If Tampa Bay wins, or loses by 3 or fewer points, Buccaneers bettors will be happy.

The line has changed a little bit, and could again. When sportsbooks take a large bet, a wager from a respected bettor or a large volume of bets on one team, they will move the line to entice action on the other team. Sportsbooks don’t want too much action on one team, preferring a more even split. That’s why the Super Bowl line has bounced around.

It opened at Chiefs -3.5, then some Buccaneers bets moved it to -3. A majority of bets have been on the Chiefs (about 80 percent of the money bet on the point spread before the $2.3 million Bucs bet was on Kansas City), and that led BetMGM to move it back to -3.5. The line could move without any notice all the way up until kickoff.

Who should I bet on?

First of all, don’t trust anyone who says they have a lock. There is no such thing.

If you believe in Tom Brady’s history in Super Bowls and want to bet on the Buccaneers +3.5, it’s justified. Maybe you watched Patrick Mahomes dominate in the AFC championship game and think the Chiefs will beat the Buccaneers by four points or more. Plenty of bettors agree with that side.

The truth is, you can find stats and trends to back up either side. It’s the Super Bowl; both teams have played very well to get to this point. Do your research and trust your pick.

OK, but are there any key trends that stand out?

The Chiefs had a weird season from a betting aspect. From Nov. 1 to the divisional round, the Chiefs didn’t win a game by more than six points and didn’t cover the spread once, even though they won all but one game straight up in that time. It’s rare to see a good team like the Chiefs fail to cover the spread nine times in a row, though they did cover against the Buffalo Bills last week in the AFC title game.

Against the spread records aren’t necessarily predictive. But for those who think the Chiefs will roll to a big win, it’s a reminder that such things aren’t so easy in the NFL.

What is the over/under?

A lot of points are expected to be scored in this game. The over/under (which is the combined amount of points scored for both teams) is 56.5 at MGM. The highest over/under in Super Bowl history is 57. Tom Brady and Patrick Mahomes each had good seasons, and it’s no surprise there’s a large total for the game.

Aside from the point spread, the over/under is the second-most popular bet in most games. Recreational bettors generally prefer wagering on the over. It’s more fun to root for points to be scored, in any sport.

Should I bet the moneyline instead?

For some, the point spread is frustrating. Betting on the Chiefs -3.5 and watching them win 27-24, failing to cover the spread, isn’t a fun way to end the NFL season.

You don’t have to bet on the point spread. You can take either team to win straight up on the moneyline. The moneyline for the Chiefs is -175, meaning a bettor would win $100 on a $175 bet. For the underdog Buccaneers, it’s +150, turning a $100 bet into a $150 profit. It wouldn’t matter how much either team wins by, just that they win.

Got it. Now how about those props?

The props that get the most attention are the novelty ones. There are cross-sport props, in which you can bet a superstar NBA player’s point total on Super Bowl Sunday vs. the amount of points the Chiefs score, for one example. You can bet on which team will throw the challenge flag first, the position of Super Bowl MVP, who will record an interception, and many, many more. Some books offer props on the color of the Gatorade the winning coach will get splashed with.

One odd prop that has become popular is the pregame coin toss. That’s right, you can bet heads or tails. A slight majority of bets has come in tails, which according to sources never fails.

Are all props weird ones like the coin flip?

While the novelty props get a lot of attention, there are many conventional prop bets. At BetMGM, you can bet over or under on Patrick Mahomes passing yards (329.5) or Tom Brady passing yards (300.5). There’s also an over/under bet for Brady’s rushing yards, set at 0.5. If Brady runs for a single yard, the bet wins (and the over has +150 odds, meaning a $100 bet would earn a $150 profit if Brady runs for at least one yard).

There are also bets on which players will have 100 yards rushing or 100 yards receiving, how many passing touchdowns Mahomes or Brady will throw for, and dozens of others. Bets like these make every play and every yard important.

What is the most popular prop bet?

Year after year, the player to score the first touchdown is the most popular prop. And every year, the players that get the most bets are the two starting quarterbacks.

It cost BetMGM last year. Patrick Mahomes started at 21-to-1 to score the first touchdown, and that line moved to 12-to-1 when a lot of bets came in on him. Mahomes scored the first touchdown of Super Bowl LIV, making a lot of bettors happy.

Can I bet on Super Bowl MVP?

Super Bowl MVP betting has become very popular since it was first allowed in Nevada for Super Bowl 50 five years ago. The quarterbacks are usually the favorites, and Patrick Mahomes (+100 odds) and Tom Brady (+200) are favored for Super Bowl LV. About half of the money bet on Super Bowl MVP has been on Mahomes. At BetMGM, there are Super Bowl MVP odds for 57 players.

What if my team isn’t in the Super Bowl?

There’s always next season, and BetMGM has already posted odds on Super Bowl LVI.

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