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.

Here is how our monthly report coverage will shape up during the week.

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

 

 

Activity on X rose by 3% in April, with 6,581 posts resulting in 201,797 engagements.

The activity figure is marginally up from last year’s 6,451 posts but the engagement level is down from 273,792 12 months ago.

Dublin GAA (865, +58%) topped the X activity charts as their Senior Hurlers defeated Offaly.

 

 

In second the League of Ireland (796, +12%) saw Bohemians win in injury time for the
third time in seven days.

 


In third The GAA (605, -9%) reached beyond their own sport in congratulating Rory McIlroy on his
Masters win.

 


Cricket was very active across the medium this month.

Ireland Women’s Cricket (143, +7,050%) celebrated Orla Prendergast’s 100th cap, and
Cricket Ireland (127, +606%) saw the Ireland Wolves reach the final of their tri-series in the UAE.

 

The Ireland Football account (160, -48%) topped the X average engagements per post metric as
Louise Quinn brought her 16 year international career to a close after 121 caps, they were
followed by Munster Rugby (96, +43%) and Irish Rugby (85, -73%).

Last year, the same top account had 313 average engagements per post and each of Leinster Rugby, Irish Rugby and Athletics Ireland were also in three figures per post.

 

 

Golf Ireland (12, +100%) brought us this moment between Shane Lowry and Rory McIlroy after
McIlroy claimed his Grand Slam (link), and Basketball Ireland (7, +75%) celebrated the
achievements of Claire Melia as she became a European Club medallist (link).

 

 

 

The League of Ireland (364) topped the average engagements per 1,000 followers metric, ahead of the LOI Women and Badminton Ireland accounts.

 

 

The most engaged with content on X in April came from Munster Rugby with this Peter O’Mahony
post – to date the image has generated 70,000 views and over 4,000 public engagements.

 


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

This is the fifth month in a row where the engagement number on X has fallen in comparison to 12 months previous.  The least active ten accounts in 2024 posted 298 pieces of content, versus only 112 in 2025.  Engagement numbers are increasingly shifting towards Instagram and TikTok.

WHAT’S UP NEXT?

Each of the other Social Media Channels will be covered over the next three days.

MEMBERSHIP AND EVENTS

All the sporting organisations listed in this analysis are full members of the Sport for Business community.

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