The Superbowl is always an interesting experience. Some years, the game is horrible, and the commercials are the MVPs. Others, the game is captivating, but the commercials leave us scratching our heads. Thankfully, this year’s game had good commercials and a great final few minutes.

Because the game ended in such a fashion, the Superbowl broke the record of Tweets Per Second (TPS) at a sporting event with an average of 10,000 tweets per second in the last three minutes. This is double last year’s TPS high, at 4,064 during the Superbowl. That’s a lot of Tweets!

The fact that there were over double the amount of tweets from last year indicates a growth in the adoption of Twitter users in the USA. This is good for you, because it means that there are more users that you and your brand can connect with online. This growth in active Twitter users will show up as positive for you, as users engage around topics they are passionate about and you can connect with them around your shared passion points.

This also matters because people need to realize ways that Twitter is valuable to them. Personally, I use Twitter because of the people it has allowed me to connect with and meet. However, not everyone uses Twitter the way I do. Some use it just to browse and read information, others may only use it to chat with a few friends, and many brands use it as a customer service channel. There are multiple types of users on Twitter, and for sports fans, collaborative consumption may be the driving force of why they will join the network and engage with each other.

Overall, this growth in TPS is a leading indicator that Twitter matters. So if you’re on Twitter, this is great news and expect increased engagement from your followers. If you’re not on Twitter yet, it might be time to get signed-up - whether you’re a football fan or not.