In January 2020, the 29 organisations analysed as part of the monthly Sport for Business / Olytico analysis, all members of Sport for Business, published over 7,600 social media posts across Facebook, Twitter, and Instagram, an increase of 6% on January 2020. Our analysis 12 months ago at the same stage covered 5,800 posts.
In addition, the 7,627 posts analysed generated over 2.3 million engagements in the form of likes, shares, comments, and retweets. This represents a 27 per cent increase on last month and more than double the number we analysed 12 months ago.
Instagram continues to be the main driver of engagement, with over 1.7 million likes and comments generated. That is 400,000 more than last month alone. The respective balance between the different channels remains the same with Instagram representing 72 per cent of the overall number.
Following their return to dominance in January, Irish Rugby enjoyed another good month. The win against Wales provided the most engaged with content on both Facebook and Instagram in February.
However, it was another rugby story that drove the highest engagement on Twitter, as Munster shared the sad news of the death of Garrett Fitzgerald.
In the infographics below, we have ranked each of the organisations across a range of metrics on each network, including the most active, the most engaged, and the most engaging content.
It’s important to note that this analysis is based on publicly available data. It doesn’t include any analysis or insight on paid or promoted content.
February 2020 Highlights on Twitter
After three months of generating the highest engagement per post on Twitter, the FAI slipped to second spot behind Irish Rugby.
Wins against Scotland and Wales provided plenty of content for fans to engage with across the month. They were followed by the four provincial teams in the engagement rankings on Twitter.
Breaking up the dominance of the major sporting bodies was Lacrosse Ireland, who climbed into eighth place, despite only posting twice during the month. This high level of engagement from a very small base of posts would suggest a significant demand for content from fans.
However, the major move this month came from Pentathlon Ireland, who climbed from 24th spot in January into the Top 10 in February, helped in no small way by the performance of the Irish Team at the World Cup in Cairo, including a Bronze medal for Arthur Lanigan-O’Keeffe.
The GAA reclaimed the top spot as the most active sporting organisation in the country on Twitter, followed by Ladies Football and Basketball Ireland.
February 2020 Highlights on Facebook
Irish Rugby remained in top spot in the engagement per post rankings on Facebook in February, with Ulster Rugby once again occupying second place.
Their 136 posts generated an incredible 190,000 engagements. This included the most engaged with post of the month, celebrating the win over Wales, which generated over 16,500 reactions, shares and comments.
The FAI occupied third spot – and two wonder strikes from the League of Ireland proved to be their two most engaged with posts. Both goals came in the match between Shamrock Rovers and Dundalk. On any other night, the winner from Jack Byrne would have been the main talking point, but his cracking strike was eclipsed by a Puskas contender from Jordan Flores. Videos of both goals have been viewed over 290,000 times on the FAI Facebook page.
The GAA remained the most active organisation on Facebook in January, and Leinster Rugby kept their position in third.
The Irish Life Health National Senior Indoor Championships gave Athletics Ireland plenty to talk about and they maximised this on Facebook, posting over 200 times in the month to jump into second spot in the most active rankings.
Their most popular post of the month, by a distance, was the fantastic new 200m record set by Phil Healy, breaking the 17-year-old record held by Ciara Sheehy. It generated over 1,600 reactions, comments and shares.
February 2020 Highlights on Instagram
It was a clean sweep for Irish Rugby, as they maintained the position at the top in terms of engagement per post on Instagram in February.
Once again, the full-time score from the Aviva Stadium in the Ireland Wales match drove the highest level of engagement: over 30,000 likes and comments.
The FAI and GAA ranked second and third and the four Irish provincial rugby teams once again followed them. They were followed by Swim Ireland, and one post in particular contributed to their ranking.
The McCullagh International at Bangor Aurora featured a star-studded line-up, including Duncan Scott, Ross Murdoch and Mona McSharry. However, the star of the show was eight-time world champion Adam Peaty, and a post marking his visit generated over 7500 likes and comments.
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Sport for Business, Olytico and Twitter hosted the best part of 150 professionals from across the Sport for Business network in October 2019 at our first Irish Sport on Social Media Conference. The feedback was great and we are certainly looking at making this into an annual event.
Image Credit: Olytico and Sport for Business