Return of March Madness Boosts Consumer Engagement 61%; Instagram Dominates

illustration of basketball on court

After it was canceled last year because of the pandemic, the NCAA’s March Madness basketball tournament is slated to resume this month, albeit in a much different fashion.

Social media conversations about it are a bit different too. “This year, many of the posts discussed the NCAA’s choice to allow fans in the arenas, which could point to why [the word] ‘NCAA’ is much more prominent than last year,” says Madison Busick, a marketing analyst at Shareablee.

Last year, some fans blasted the NCAA for canceling March Madness, just two days after WHO declared a pandemic.

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