With over 4.3 million public engagements across the four main platforms, the April 2025 Olytico
analysis welcomes the NIFL for the first time and covers 15,000 pieces of social content.
As we will see throughout the week, in the in-depth analysis of each of the four social media, activity and engagement continues to dip, this is the fifth month in a row that has seen a year on year decline on X, and there are also dips across each of the others on where they were 12 months ago, albeit less marked in the case of this morning’s spotlight on Facebook, and less so again this evening with Instagram.
Here is how our monthly report coverage will shape up during the week.
X Analysis – Tuesday
Facebook Analysis – Thursday AM
Instagram Analysis – Thursday PM
TikTok Analysis – Friday
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 with, and the most engaging content as well as engagements per 1,000 followers where possible.
It is important to note that this analysis is based on publicly available data. It does not include any analysis or insight on paid or promoted content. When % figures are used (unless otherwise stated), they refer to the previous month’s figures.
April 2025 Highlights on Instagram
Instagram activity fell 3% to 3,475 posts but saw a 31% decrease month on month in engagements to 2.94 million. That was a pattern similar to 2024, perhaps post Guinness Six Nations, but more importantly the number is broadly in line with last year’s, a positive at a time when other channels are leaking engagement.
The League of Ireland topped the activity charts with 665 posts (+7%) as Shamrock Rovers 16 year old Michael Noonan scored his first League of Ireland goal. This level of activity is up on last year when they posted 490 times.
The NIFL in second (550posts) showcased a neat finish from Cliftonville’s Eric McWoods, and in third, Leinster Rugby (194, -8%) announced the signing of All Black Rieko Ioane.
View this post on Instagram
View this post on Instagram
View this post on Instagram
The GAA (4,109, +25%) topped the average engagement per post chart, followed by Munster Rugby (3,079, +47%) and Leinster Rugby (2,884, +26%). All three have increased that number on where they were in 2024 which is a positive sign and to their credit.
Tennis Ireland (60, +62%) shared big news as they announced the signing of a 20-year lease for the former Dundalk Ice Dome, which is soon to become Ireland’s first indoor tennis arena.
View this post on Instagram
The League of Ireland (3,315) claimed the top spot for ‘highest engagements per 1,000 followers’. The figure was broadly in line with the same period in 2024
With over 100,000 public engagements, this collaborative post between the Northern Ireland National Team and Liverpool FC of Conor Bradley receiving his Northern Ireland Senior Men’s Player of the Year Award was the most engaged with content on the platform in April (link).
View this post on Instagram
X Analysis – Tuesday
Facebook Analysis – Thursday AM
Instagram Analysis – Thursday PM
TikTok Analysis – Friday
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
Further Reading for Sport for Business members:
Check out Sport for Business coverage of Social Media
SPORT FOR BUSINESS PERSPECTIVE
The broadly in line with last year numbers are a welcome respite from recent falls and may signal a new floor, still way higher than it was three years ago.
WHAT’S UP NEXT?
Each of the other Social Media Channels will be covered over the coming days.
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