Why you haven’t seen the T20 World Cup’s biggest moments on Twitter

Early in the 2019 one-day international World Cup, Ben Stokes took a stupendous outfield catch against South Africa at The Oval. The resulting clip on the International Cricket Council’s Twitter account has fetched more than 1 million views. Yet in Australia during this Twenty20 tournament, no such moments have been posted to the same social media platform at all: not Virat Kohli’s sixes to beat Pakistan, not Josh Little’s hat-trick for Ireland, not even Suryakumar Yadav’s more otherworldly shots. Instead, they have all been posted to either Instagram or Facebook, as part of a deal the ICC signed with Meta prior to the 2021 T20 World Cup in the UAE. That’s because in terms of video engagement, but also the sizes of audiences for those two platforms in south Asia in particular, there is simply no comparison with Twitter. Ahead of the semi-finals, the ICC’s social media team had posted 32 videos to either Instagram or Facebook that reeled in more than 10 million views each. The top-ranked clip? A Rohit Sharma highlights reel watched more than 42 million times.

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