Social Media Study: Swift-Kelce Engagement Dramatically Boosts Engagement for Brands

The Power Couple’s Engagement created a 96% increase in NFL discussion and a 63% boost for Ralph Lauren, while 82% of social media posts expressed “joy” about the couple tying the knot

What has been the social media reaction to the Kelce/Swift engagement announcement and who were the big winners as the celebrity power couple prepares to tie the knot?

Based on a research study released today by a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at Montclair State University, data collected suggests overwhelming interest, positivity, and potential benefits to major brands, such as the National Football League and Ralph Lauren.

The study, authored by Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Bento, identified the following significant results:

• A 96% increase in brand references for the NFL and Kansas City Chiefs on social media (mere days before the season’s start).
• Analysis suggests 82% of social media posts about the couple’s engagement expressed “joy,” a striking 13,265% increase in joy related posts from the previous period analyzed.
• 10 million Instagram likes and 153K social media discussions generated (a stunning 7,222% increase) in the hour after the engagement announcement.
• Massive interest increases surrounding the announcement, including 992K views for a post from the city of Cleveland.
• Immediately after the engagement news, Swift’s chic Ralph Lauren striped dress that features a flattering silhouette was sold out within minutes of the announcement and social mentions of Ralph Lauren spiked 63% over the previous day.

“This engagement has become a cultural milestone affecting social media content in a variety of ways,” Dr. Yi Luo said. 

“The endorsement power of celebrities is exemplified once again by Swift and Kelce. Their impact on brands is expected to skyrocket as their engagement is highlighted this week, ” said Dr. Jin-A Choi.

“In a divided socio-political context, the ability for people to connect with one another about a celebrity event such as this likely offers an escape from more challenging themes,” added Dr. Bond Benton.

The full study, which can be found here, is from Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects. It is the 29th study from the Center’s faculty and student researchers.

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About the College of Communication and Media: The College of Communication and Media (CCOM) offers a range of dynamic programs to a talented and diverse student population of over 2,000. Offering degrees in advertising, animation and visual effects, communication and media studies, film and television, journalism and digital media, social media and public relations, sports communication and an online, asynchronous MA devoted to strategic communication and media, the College prepares the next generation of communication and media practitioners and leaders. Housed in world-class, state-of-the-art facilities just 12 miles from New York City, the College is the only program in the country that offers the following opportunities for students: a radio station (WMSC), newspaper (The Montclarion), strategic communications agency (Hawk Communications), sports network (Red Hawk Sports Network) streaming platform (Hawk+), digital newsroom (News Lab) and studio, and a social media listening center (Joetta DiBella and Fred C. Sautter III Center for Strategic Communication). The College also has a Career Services team dedicated to preparing students for the internship and job search process. Student projects and programs have recently received national recognition from PRSSA’s Bateman Competition, an Edward R Murrow Award, several Marconi Award nominations, and College Television Awards (“Student Emmy” awards) from the Academy of Television Arts & Sciences. The College is also home to the Center for Cooperative Media, which serves the public by working to grow and strengthen local journalism and media. Through $7.1M in grants awarded over the last five years, the Center focuses on collaboration in journalism, media equity, media coaching and training, civic science and research. The Center is also home to the NJ Civic Information Consortium, the largest funder of media and journalism in  New Jersey, granting more than $10M over the last five years to support independent local media, journalism and training initiatives.

Media Contact: Keith Green, College of Communication and Media, 973-655-3701 or greenk@montclair.edu