Official FIFA World Cup account on VK surpasses 89 million views

  • 2018 FIFA World Cup content reaches 22 million users in June alone
  • 9.5 million unique VK users on 1 July during Round of 16 match between Spain vs Russia
  • Official chat bot information service receives 400,000 requests and provides 5 million messages to fans

The 2018 FIFA World Cup has been one of the most discussed online topics amongst football fans in Russia this summer with the official vKontakte (VK) page for 2018 FIFA World Cup™ surpassing over 89 million views before the start of today’s quarter-final matches.

The data revealed by FIFA today sheds light on how fans across Russia and the CIS region are connecting and consuming with the 2018 FIFA World Cup through official FIFA digital and social media accounts, as well as how FIFA digital platforms are continuing to help fans from around the world connect, engage and stay up to date with all the action during the 2018 FIFA World Cup Russia™.

With over 97 million active users every month, VK is the biggest social media platform in Russia and the Commonwealth of Independent States (CIS), receiving over 6.5 billion daily messages in more than 86 languages.

Key facts about how the official VK page for the 2018 FIFA World Cup is helping fans across Russia to connect and engage with the tournament include:

  • Over 89 million views so far on the official 2018 FIFA World Cup VK News Feed
  • In June alone, content from the official 2018 FIFA World Cup VK account reached more than 22 million users
  • In June and July so far, over 1 million public posts and comments have been about the 2018 FIFA World Cup. These included:
    • Over 300 000 posts about Cristiano Ronaldo
    • 75 000+ posts about Lionel Messi
    • Over 1.2 million posts about 32 participating teams
  • Over one million followers on the official FIFA World Cup page on VK

Prior to the start of quarterfinal stage, engagement on the official VK page for the FIFA World Cup peaked during the Round of 16 match between Spain and Russia with the page receiving over 1.2 million likes with more than 9.5 million unique users using VK throughout the 1 July – the equivalent of approximately 10% of VK’s monthly audience.

As part of its coverage of the tournament, VK has also launched a dedicated 2018 FIFA World Cup News Feed in June, as well as a special widget providing live score updates and match schedules, to further drive engagement and ensure fans receive the latest news, photos, match reports and interviews from existing FIFA digital platforms and other leading sports publications.

Since 14 June, the official community chat bot for the FIFA World Cup – a semi-automated information service for fans providing match day information, score updates, statistics and news – has also received over 400,000 requests from users and sent back more than 5,000,000 messages, underlining the 2018 FIFA World Cup as one of the most connected and engaged with FIFA World Cup tournaments in history.

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