Olytico’s December 2024 analysis covers over 8,600 posts across our four highlighted social channels, 3 million engagements and close to 8 million views of Sport for Business members content on TikTok alone.

That is almost double the number of video views that was the case 12 months ago

We welcome Tennis Ireland to the analysis and look forward to featuring the best of their content in 2025.

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

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

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.

 

December 2024 Highlights on Facebook

 

Similar to the month on month decline on X from November, Facebook activity fell 9% in December to 2,721 posts and saw a 38% decrease in engagements on the platform to 348,704.  This time last year the number of posts was slightly less at 2,609 but the number of engagements was more than 40% higher at 585,682.

The Ladies Gaelic Football account did their bit to stem the flow, topping the activity charts around the AIB All Ireland Club Championship Finals. They produced 329 posts (down 6% on last month and down 10% on last year) though even as the most active account there was still a drop in the number of engagements per post.

Lauren Dwyer of Bennekerry/Tinryland was named the AIB Player of the Match at the All-Ireland Ladies Intermediate Club Football Championship Final.

In second place on the activity front, the League of Ireland published 291 posts, down 14% on November but a five fold increase on December 2023.  Their engagement also rose from 56 per post last year to 66 this year.   Part of the boost came from celebrating an impressive season in Europe for Shamrock Rovers.

 In third place the GAA climbed from 7th place last year with 203 posts, up 5% on November and almost double last year’s number. One of their most popular pieces looked back at Clare’s 2024 All-Ireland triumph which has generated 107,000 views to date.

Other accounts to catch the eye included Cricket Ireland who increased their engagement per post by 20% on a year ago and  celebrated the Irish Women beating Bangladesh; and the LOI Women’s account who doubled their posts from last month and saw Julie-Ann Russell win another Award at the Soccer Writers Ireland Annual Awards Banquet.

Irish Rugby topped the average engagement per post charts, albeit with a figure of 1,003 engagements per post that was only one quarter what it was last year when Andy Farrell’s new contract was a big performing addition.   This year the highs came from  Bundee Aki signing on for another year and Josh van der Flier being named the Autumn Nations Player of the Series.

 

 

The BKT United Rugby Championship trebled their engagement number from last year to take second place with the FAI coming in third as they did in December 2023.

Paralympics Ireland and Horse Sport Ireland both saw their engagement per post rising month on month, the former congratulating Róisín Ní Riain as she was named the RTÉ Young Sportsperson of the Year for 2024, and the latter celebrating Darragh Kenny and Eddy Blue delivered a show-stopping performance in the Longines FEI Jumping World Cup at The London International Horse Show.  Each post delivered in and around 1,000 reactions.


 

A gold star this month for Squash Ireland who topped the average engagements per 1,000 followers metric as Team Ireland flew to Hong Kong for the World Championships.  They did similar last year but with only 40% the engagement number as they achieved in 2024.

 

 

The BKT URC generated the most engaged with content on Facebook in December as they welcomed All Black superstar Jordie Barrett to the Championship. To date the post has generated over 8,000 public engagements.

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

 

SPORT FOR BUSINESS PERSPECTIVE

The declining engagement numbers on X have now been followed by Facebook.  This might be just a bump or they might be indicative of a wider shifting of the sands in this space. 

WHAT’S UP NEXT?

Each of the other Social Media Channels will be covered over the next three days.  Olytico will be presenting at our Annual Sport and Data event taking place on February 27th.

MEMBERSHIP AND EVENTS

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

 

 

 

The Sport for Business Membership comprises nearly 300 organisations, including all the leading sports and sponsors, as well as commercial and state agencies. 

Find out more about joining us.