🉐 Social media has a profound impact on virtually every form of media and entertainment, and sports betting is no exception. In this article, we’ll dive into the social media influence on sports betting, shedding light on its effects on sports, gambling, and your overall betting experience.
The Growth of Sports Betting on Social Media
ജ Although specific figures can be elusive, by examining various data points, the upward trend of the influence social media has on sports betting is unmistakable.
Estimated Expenditure
🅺 that by 2017, the gambling industry had spent £149 million on social media advertising — a 10% increase over three years according to Regulus Partners. Also interesting to note is that, even at this point, 80% of gambling marketing spend was already online.
A follow up report from saw overall gambling marketing spend rise from £1.2 billion to £1.5 billion♑. It does not give a specific estimate for social media spending, but it does highlight a “lack of transparency in expenditure”.
🀅 This is unlikely to be the peak. In the UK, general social media ad spending grew 15.6% year on year and is expected to reach an estimated £8.8 billion by 2025, according to an AA/WARC report.
Presence on different platforms
ℱ According to the , 49% of people surveyed in 2020 had seen gambling advertisements on social media websites, second only to TV ads at 79%.
The impact is particularly strong among younger demographics⛎, with one in six adults following gambling companies on social media, predominantly males aged 18-44. An additional shows that 44% of 11–16-year-olds have seen sports gambling advertisements.
This growth is not uniform across all platforms, though. According to a survey on X🌜 (formerly Twitter), sports bettors on the platform spend annually on bets compared to those using rival sites.
♏ X’s dominance is also evident in follower counts. There are individual tipsters with several of followers on the platform, where their equivalent can barely break six figures on Facebook.
💦 That said, the significant impact of social media on sports betting is undoubtably due to its pervasive presence across all social media channels.
Trust Your Own Experience
♛One of the strongest indicators of the social media influence on sports betting is our own personal interactions with it. If you’ve been engaged with sports online for a significant period, you’ve likely noticed the acceleration of this kind of content over the years. Take this opportunity to reflect on how it may have impacted your betting decisions — both positively and negatively — and consider how you might refine your feeds to enhance their usefulness.
Is Social Media the New Way of Consuming Sports?
When it comes to watching complete sporting events, traditional TV still reigns supreme🐼. For instance, the 2022 World Cup attracted , Super Bowl LVI drew under 200 million, and the Paris Olympics averaged . Clearly, TV remains the primary platform for a primary experience of watching major live sporting events — for now.
✤ However, the landscape changes when considering how people interact with sports betting social media content. A survey reveals that 70% of Gen Z and 68% of millennials use social media while watching sports.
And what about outside of game time? The plethora of tweets, hashtags, betting promotions🉐, and multimedia clips makes it clear that the influence of social media on betting is far-reaching. If we broaden our definition of “consuming” sports to include engagement with online content, it becomes evident that, for many, social media is now the primary way to experience sports.
Sports Gambling Information at Your Fingertips
🥃 How does social media influence gambling? One of the biggest ways is by providing an accessible and immediate source of information. Today’s social media landscape offers the unprecedented availability of real-time updates, data, and trends. Whether it’s live scores, betting odds, expert tips, or in-depth analysis you’re after, all this information is readily available with just a touch of a keyboard or the swipe of a screen.
Instant access helps you to stay up to date with the latest developments and adjust your bets and tactics accordingly. By curating your social media feeds to follow reliable sources and industry experts, you can obtain tailored insights and advice. This streamlined approach helps you make more informed decisions and devise smarter betting strategies, ultimately enhancing your gambling experience.
The Risk of Sharing Wrong Information
While social media is a valuable tool for accessing the latest sports information, it also poses significant risks. Studies reveal that false information spreads up to🐷 on platforms like X compared to accurate reports. And the world of sports is not immune to this phenomenon.
♑ Misinformation can include false updates about team line-ups, injuries, or even quotes taken out of context. Additionally, unreliable betting advice is all too prevalent. All of this can give you a false impression of events and can lead to poorly informed betting decision.
There are a few simple ways of avoiding this. Only follow and/or pay attention to accounts your trust. Even with these precautions, it’s wise to avoid taking any sports rumors as fact unless comprehensively confirmed. And finally, never trust tipsters that tell you a certain market is a surefire winner — always bet responsibly.
🅠Social Media Misinformation at the Tokyo 2020 Olympics
At the , a significant amount of misinformation spread across social media. Among the false claims, there were reports that Simone Biles had been banned from taking her ADHD medication in Japan, allegedly forcing her to withdraw from the competition. Another misleading report suggested that Japanese tennis players had violated COVID-19 guidelines.
ღSuch information can be damaging, not only harming the reputation of athletes and organisations, but also potentially influencing public perception and betting decisions.
How Social Media Impacts Sports Betting Markets
In essence, social media influences sportsbooks by shaping public perception and behaviour. For instance, consider that a false report about a high-profile Premier League✱ player being injured spreads widely across social media.
As this misinformation gains traction, it can prompt a surge in online bets based on this fake news. This influx of activity directly impacts the oddsꦕ set by the sportsbooks, as they adjust their lines to manage the risk associated with the sudden change in public sentiment.
Broader social media trends can also affect betting markets✤. When a team or athlete becomes a social media sensation, it can create a wave of enthusiasm and support among fans. This can lead to a ‘’, where people engaging and act to match how they believe others are.
💙 As a result, people may decide to place bets based on what they’re seeing on social channels rather than objective performance data. Such enthusiasm can quite literally move markets. It’s even possible for savvy punters to take advantage of such shifts by keeping their head amongst shifting public perceptions.
♎ Furthermore, the rise of social media gambling content has increased the visibility and popularity of sports betting sites. There’s a reason they’re spending millions every year, after all. As more people engage with these platforms, it not only influences betting lines but also enhances the liquidity of these markets. It even has the potential to encourage bookmakers to be more versatile and generous with their promotional offerings.
Author’s Experience
I believe herd mentality plays a much larger role in our lives and perceptions than we may realise. This report by , for instance, highlights how positive interactions activate the brain’s reward circuitry, driving us to seek approval by following the group.
This effect is evident in sports betting, especially when one team or athlete is a strong favourite, or when public opinion heavily favours one side — which is often amplified by social media.
One clear example of this was the England vs Croatia semi-final in the 2018 World Cup. Croatian coach about his team being “tired but with no excuses” was widely picked up by British media. The narrative that Croatia was exhausted after two grueling matches quickly spread, leading many to bet heavily on England, who seemed destined to win against a fatigued opponent.
Considering that the UK wagered an estimated on the tournament (up from £1 billion in 2014), and at 42.6% implied probability compared to Croatia’s 33.3%, it’s clear how influential this narrative was.
Yet, all the media coverage and social media buzz fell apart when Croatia dominated the semi-final, looking anything but tired. I backed England too, influenced by the hype rather than an objective assessment of both team’s quality. Proper analysis should have led me to realise these were poor quality odds, but I was convinced by the narrative. This kind of experience is shared by many and shows just how persuasive herd mentality can be.
My advice? Ignore the noise of public opinion and focus on the facts for more accurate bets.
The Role of Sports Betting Influencers & Tipsters
♛ Despite advancements in technology, the role of the betting tipster remains fundamentally unchanged. Their primary job is to provide betting tips and predictions that bettors can follow in the hopes of making a profit. While no tipster can guarantee success, some have built a reputation for consistent performance. One example is legendary tipster , who delivered an astonishing 27 consecutive seasons of profits with his tips for the Racing & Football Outlook, Sporting Life, and Racing Post.
Today, most prominent tipsters and betting influencers𝕴 are active on social media, particularly on platforms like X. , for instance, specialises in horse racing betting tips. produces podcasts that preview and provide advice for betting on everything, from the Premier League to upcoming races markets. A frequent guest on these streams is — a football analyst who runs We Love Betting, which provides analysis on a multitude of sporting events.
🌌 The influence of very popular tipsters can be quite vast. As mentioned previously, if enough people are pushed to bet a certain way, the social media influence on sports betting can directly impact the odds available.
Get in Before the Surge
꧑Ideally, you’d find the perfect betting tip from a source that’s relatively unknown, meaning you get to enjoy the longest possible. However, if you are following especially popular tipsters, it’s worth trying to act early if you’re sure you want to back those odds.
Be Aware of the Intention Behind a Betting Tip
🐓 Unfortunately, not every influencer or tipster operates with integrity. In some cases, their predictions or opinions are not genuine and are instead influenced by external financial incentives. How does social media influence sports? Unfortunately, it is sometimes through these negative channels.
They may be financial support by betting syndicatesﷺ or less-than-reputable bookmakers who pay them to drive traffic towards certain markets.
🎐 The way it works is simple. Influential tipsters or social media influencers begin spreading a false narrative. For example, during the 2012 U.S Open, positive rumours about Phil Mickelson’s potential boosted his odds to 5.0. This proved to be in stark contrast to his that year.
♛ While we can’t definitively determine the intentions behind these positive reports, let’s consider a hypothetical scenario. Suppose a betting syndicate paid some tipsters to promote Mickelson. As more bets were placed on him, his odds lengthened, making other potential winners’ odds more attractive. This would allow the syndicate to place larger bets on those alternatives, increasing their potential returns.
ꦆ To protect yourself, it’s essential to be vigilant when researching a betting tipster. Go beyond what’s advertised and thoroughly investigate their performance and reputation. They might lack the expertise to provide reliable tips or have hidden motives. In any case, careful research can help you identify potential red flags and avoid being misled by those with ulterior motives.
Consider Scientifically Produced Betting Tips
One effective way to avoid incompetent advice and those with dishonest intentions is to rely on data-driven betting tips. This is where Kickform🌜 comes into play. By using advanced statistical analysis and state-of-the-art algorithms, Kickform provides unbiased predictions, odds, and statistics for major football tournaments and fixtures across Europe. With such insights, you can make more informed decisions and reduce the risk of being influenced by unreliable sources.
How To Safely Obtain Sports Betting Information on Social Media
♛ The difference between a positive and negative experience with sports betting on social media often depends on how you source, evaluate, and apply the information you find. To help you navigate this landscape safely, here are five simple steps to make the most of social media gambling resources while protecting yourself.
Curate a list of potential sources
💜 Start by identifying sports betting social media influencers and sources that seem credible and interesting. Look for those with a consistent track record of providing valuable insights and predictions.
Thoroughly research their reputation
💟 Before you start following advice, take time to research the reputation of each source. Check for reviews, testimonials, and feedback from other users to ensure they have a solid history of accurate and ethical advice and/or news coverage. Carefully create your own sports betting social network, while ignoring the noise from less worthy outlets.
Analyse specific advice and information
🌟 Don’t accept information at face value. Dig deeper into what your sources provide. If you encounter a betting tip, cross-check it with other data and predictions to evaluate its reliability. For news stories, verify whether multiple reputable outlets are covering the same information and look for any discrepancies that might challenge the facts. Even established news stories can occasionally be taken in by false information, so it’s crucial to independently verify the accuracy of what you read.
Consider whether you want to act on that advice
🌌 Even if the advice appears credible, it’s important to decide whether it aligns with your own analysis and strategy. A well-regarded betting tip can still be wrong, and sports news won’t necessarily impact your predictions. Consider how this new information fits in with your existing knowledge and forecasts before deciding whether to incorporate it into your betting decisions.
Start small and test the waters
If you decide to act on that insight, consider beginning with a small bet꧑. This allows you to test the reliability of the information without risking a significant amount. Over time, you can increase your stakes if the source proves valuable.
ThePuntersPage Final Say
🎐 The impact of social media on sports is immense. For many, it has replaced television as the preferred way of following their favourite teams and events. And if you’re a sports betting enthusiast that’s active online, the flood of sports betting social media influencers, tipsters, and news sites can feel overwhelming.
𓃲 Since there are both reliable and unreliable sources of sports information and advice, simply take your time and ensure you’re only exposing yourself to those worthy of your trust. With a little bit of patience, you can make sure the social media influence on sports betting for you is a positive one.
Social Media Influence Resources
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🍎: A press release from GambleAware detailing the amount of money spend on marketing by gambling companies. It is the most recent report we could find (2018) to provide a specific sum for money spent on social media advertising.
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– Official Statistics🐠: An authorised report from the UK Gambling Commission about the gambling behaviour of young people from 2022.
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💜: The @AndyRobsonTips twitter account, one of the most popular betting tipsters in the United Kingdom.
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𒈔: This article from Sports Illustrated highlights how the massive global viewership of the FIFA World Cup, with an estimated audience of 1.5 billion, significantly surpasses that of the Super Bowl LVI, which has less than 200 million viewers.
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♏: Information from a global survey taken in April 2023, detailing the share of fans who prefer to watch sports on social media.
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ও: This BBC News article explores the number of false social media reports surrounding the Tokyo 2020 Olympics, and the impact that it had on the event and the athletes involved.
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💮: An obituary published by the Sports Journalist Association honors the life and legacy of Kevin Pullein, the renowned Racing Post tipster. This article details the impact of his career, highlighting his contributions to sports journalism and lasting influence on the world of horse racing.
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✱: An article from New Scientist examined the rapid spread of false information on X (then Twitter) compared to legitimate sources. Based on data from posts by three million users between 2006 and 2017, the article reveals how misinformation circulates more quickly and widely on the platform.
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♊: An article from Psychology Today which explores the impact of online content and how it can drive compulsive behaviours by using positive interactions to activate reward circuitry in the brain.
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♚: Research related to herd behaviour collected by the National Library of Medicine, and how individuals mimic the actions of a group which can significant impact economic and financial decisions.
FAQs
🔯Social media impacts gambling by directing people towards specific odds through both legitimate and misleading information. This exposure not only increases overall betting activity, but can also shift market trends if a significant number of people place bets in a particular direction.
The vast reach of social media can add significant pressure on athletes and teams, especially when the coverage is negative, potentially impacting their performance and decisions.
However, the predominant effect of social media on sports is how it transforms our interactions with them. Many of us no longer follow sports solely through live broadcasts. Instead, we engage with clips, memes, tips, and opinions from around the world.
ღMost people under the age of 60 who watch sports also engage with sports content online. This means that, for a huge number of people, it is now part and parcel of the experience.
This is the practice of integrating social media into our sports betting. It encompasses a large range of activities across platforms like, X, Facebook, Instagram, and even specialised betting communities.
Essentially, if your sports betting experience extends beyond merely placing bets and watching games to include engaging with others online (whether that’s through discussions, following tipsters, or participating in betting communities), then you’re engaging in social betting.