On the final day of our monthly look back on social media, it the turn of TikTok to be put in the spotlight and finally to get some growth. 

Olytico’s overall 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

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 TikTok

 

 

248 TikToks were posted by Sport for Business members in December 2024, only marginally up on the 235 last year but with significantly greater impact.

Last year they resulted in 396,727 engagements but this year the number soared to 553,044 engagements, and while there were 4.57 million views in December 2023, that number again took off to 7.98 million views 12 months on.

The United Rugby Championship (2.94 million), and Leinster Rugby (1.94 million) led the view counts.

Leinster Rugby topped the activity charts with 41 posts, with Sam Prendergast continuing to deliver on the pitch and on the platform.

 

@leinsterrugby That was coooold from Sam Prendergast 🥶🧊 #LeinsterRugby #SamPrendergast #BRIvLEI #ChampionsCup ♬ original sound – Leinster Rugby

 

The URC and Camogie were tied for second with 28 posts apiece, the URC saw Sam Costelow of Scarlets getting a helping hand as the shot clock ran down, and the Camogie account saw Clanmaurice celebrate as they became back-to-back AIB All Ireland Club Intermediate Camogie champions (link).

 

@urc Sometimes, we all need a helping hand 🤝 #rugbytok #sportstiktok #urc #unitedrugbychampionship ♬ original sound – United Rugby Championship

 

@camogieofficial Clanmaurice are back-to-back AIB All Ireland Club Intermediate Camogie champions! 🏆🏆 #TheToughest ♬ original sound – camogieofficial

 

When ranked by average engagement per post, Ireland Football (8,587) topped the charts, up from doing the same with 7,500 the same period last year followed by Ulster Rugby (7,711) with a more than doubling of their number and the URC (4,985), also well up by 60 per cent.

Leinster Rugby claimed the top TikTok for December with this behind-the-scenes content from Jordie Barrett’s photoshoot – the content generated close to 35,000 public engagements and over 300,000 views.

 

@leinsterrugby Jordie in his new threads. 👕🔵🔥 #LeinsterRugby #JordieBarrett #WelcomeJordie #photoday #newsigning ♬ Females Lingo (Slowed + Reverb) – Bsav GP

 

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 is now evident across X, Facebook and Instagram.  This might be just a bump or they might be indicative of a wider shifting of the sands in this space. Next months numbers in comparison to those of January 2024 will be interesting.

WHAT’S UP NEXT?

TikTok will be covered tomorrow.  Olytico will be presenting at our Annual Sport and Data event taking place on February 27th, and will be able to shed some light on the emerging trends.

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.