Owl photos are flooding the internet ahead of the Super Bowl. Here’s why

Instead of Super Bowl information, one small typo later and your search results are filled with owl content instead. And we’d like to encourage you to lean into the error. Because owls truly are “superb.”

These birds are a far cry from football, but over the years the trend has gained significant popularity. So much so, that many people flood the internet with photos of owls before the Super Bowl each year. (And you know what a gathering of owls is called, right? A parliament.)

This internet phenomenon puts these feathery creatures in the spotlight, which ultimately aids awareness, said Matt Williams, director of conservation with the Indiana chapter of The Nature Conservancy.

“I say anything that helps get the message out about the importance of conservation is a good thing,” he said.