The ICC T20 Cricket World Cup begins this weekend, and while cricket isn’t a popular sport in other parts of the world, it is the most popular sport in one of the most socially active countries, with Indian cricket fans intensely invested in the tournament’s outcome.

With this in mind, Facebook’s published a new guide to help marketers tap into the World Cup discussion and trends, and understand key usage behaviors around the event. The guide also includes some interesting notes on broader Facebook usage in India – you can download Facebook’s full, 29-page ‘Where the Fans Play’ guide here, but in this post, we’ll look at some of the key notes.

First off, Facebook outlines the breadth of World Cup content on its platforms, and the focus that it places on cricket.

Facebook Cricket Fans Guide

Facebook also highlights the variety of cricket influencers and pundits that use the site, many of whom have significant, engaged followings, making them ideal candidates for business collaborations.

Facebook Cricket Fans Guide

Through the creation of its Brand Collabs Manager platform, Facebook has been striving to make it easier for brands and influencers to collaborate, and it plans to utilize the Cricket World Cup to demonstrate the potential in this area.

Facebook also details the different tools it has in place to help people find World Cup content more easily:

Facebook Cricket Fans Guide

While it also shares a broader overview of Facebook usage in India, again pointing to the breadth of its overall reach and presence in the region.

Facebook Cricket Fans Guide

Facebook has been working to become a bigger part of India’s digital infrastructure, in the hopes of establishing itself as a foundation element, and thus becoming an essential connection platform, for a variety of purposes, among the region’s millions of mobile web users, as technology adoption rises in the world’s second-most populous nation.

Which is why Facebook is emphasizing its potential reach in relation to the World Cup — while simultaneously emphasizing this statistic on total Facebook video consumption.

Facebook Cricket Fans Guide

Facebook first published this impressive number back in April, with in-stream eligible video views underlining the potential for Facebook’s video ads in maximizing your audience exposure and awareness.

As per Facebook:

Over 2 billion people watch Facebook In-Stream eligible videos every month and, globally, 63% of In-Stream standalone video ads views are completed.”

There’s clearly a strong foundation for Facebook video performance, while its reach to Indian cricket fans, specifically, is unmatched.

If that relates to your target market, then you should definitely take a look at Facebook’s latest guide.

You can download Facebook’s full ‘Where the Fans Play’ guide here.