Olytico’s analysis of Irish Sport on Social Media for December 2025 covers 10,100 posts, 2.6 million public engagements, and close to 10 million TikTok views.

While overall social activity dipped across platforms, X (-15%), Facebook (-13%), and TikTok (-18%) standout moments, major announcements, and big-hitting performances still cut through – from potential World Cup opponents to record-breaking swims and viral rugby clips.

Total TikTok views are up significantly from less than 8 million a year ago to close to 10 million in December 2025, reflecting a shift in engagement dynamics across social media channels.

Today, in the first of four articles on the Social Media metrics from last month, we are focusing on X.

In the infographics below, we have ranked each organisation across a range of metrics for each network, including the most active, the most engaged, the most engaging content, and, where possible, engagements per 1,000 followers.

It is important to note that this analysis is based on publicly available data. It does not include any analysis or insight into paid or promoted content. When % figures are used (unless otherwise stated), they refer to the previous month’s figures.

Here is how our monthly report coverage will look this week.

X Analysis – Monday
Facebook Analysis – Tuesday
Instagram Analysis – Wednesday
TikTok Analysis – Thursday

 

December 2025 Highlights on X

 

 

Activity on X fell 15% in December compared to that of November, with 3,912 posts.

This activity  generated 104,551 engagements, a significant 79% decrease on the previous month.

Last year’s figure on engagements was 154,416 and in 2023 it was 259,168, reflecting perhaps a more general shift away from X as a medium of choice for many, but it still retaining an appeal for more committed fans.

 

The NIFL (547, -1%) topped the X activity charts as Joe Thomson scored this cracker for Glentoran as they beat Linfield 1-0 to win a Boxing Day derby at Windsor Park for the first time.

 

 

In second, the League of Ireland (399, -15%) congratulated Shamrock Rovers’ Pico Lopes as he was crowned the latest SSE Airtricity / SWI Men’s Personality of the Year, and in third, the Ladies Football account (316, +10%) saw Muckalee become AIB All-Ireland Junior club champions.

 

 

Ireland Women’s Cricket (99, +1314%) thanked Sophie MacMahon as she announced her international retirement after 45 caps and eight years wearing the green (link).

 

 

Swim Ireland (119, +120%) celebrated as Daniel Wiffen reclaimed his 1500m Freestyle European crown in a time of 14:13.96.  This also helped Swim Ireland top the average engagement per 1,000 followers list.

 


Ireland Football recorded the highest average engagements per post on X at 249 (-73%), and they were followed by the FAI account (226, +465%) as they introduced the fifteen founding clubs that will form the new FAI National League, set to kick off in autumn 2026, they were followed by Irish Rugby (112, -52%) in third.

 

 

Athletics Ireland (59, +181%) ended 2025 on a high as Ireland won their first senior men’s medal in 25 years with a silver at the European Cross Country Championships in Portugal, as all five athletes made the Top 20.

 

 

 

 

For the second month in a row, the Ireland Football account generated the most engaged with content on X, as it was announced that the ‘Winner of European Play-Off Path D’ in which Ireland are involved, would be drawn in Group A alongside Mexico, South Africa & Korea Republic at the World Cup. The post has generated over 4,000 public engagements to date.

 

 

 

 

X Analysis – Monday
Facebook Analysis – Tuesday
Instagram Analysis – Wednesday
TikTok Analysis – Thursday

 

If you would like to be part of the Sport for Business community and be added to the list, email us today and let’s see what is possible. If you would like a more detailed analysis of your social media activity, contact ross@olytico.com

 

Image Credit: Sport for Business

Further Reading for Sport for Business members:

Check out more of our Sport for Business coverage of Social Media

 

 

 

 

Image Credit: Sport for Business

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