This summer, France will enjoy its fair share of international sporting events, as it hosts the football European Championships in the country. However, the Roland-Garros tennis tournament held earlier this month, could hold the key as to how organisers of future sporting events around the world should appeal to a social media audience. Ideal for providing instant reaction to the event, the tournament's success on social media has shown how brands can increase audience engagement. During the time period in which the event took place, over a third of Facebook posts related to the event contained video, which then went on to generate 62% of total responses; a disproportionally high amount. Data also showed that videos performed better when they were relatively short; between 120 and 149 seconds long. This type of video generated 1.9 million actions across social media, with the most popular video being highlights of the women's final, which was viewed 225 million times.Â
