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 X

 

 

Activity on X fell another two per cent this month on last to 4,013 posts but saw a huge 47% decrease in engagements to 154,416.  The activity level is still ahead of what it was 12 months ago but then the number of engagements in December was 259,168.  Perhaps the political noise around X and Elon Musk is impacting on the way in which people are engaging with the service.  It is one we will be keeping a close eye on.

The Ladies Football account (442, +14%) topped the X activity charts, as they did in December 2023, as Shannon Cotter, captain of Bennekerry-Tinryland celebrated their AIB All-Ireland Intermediate Championship victory in the team’s first-ever visit to Croke Park.

 

 

In second, the League of Ireland (357, -21%) launched the new LOITV website, and announced a new four-year partnership with Rockshore.

 

 

 

 

Munster Rugby were fifth in activity behind the LGFA and the three other provinces this time last year but climbed above them and into third place overall for the months activity this year  with 324 posts (+54%) as they kicked off their Investec Champions Cup campaign with a bonus point win against Stade Francais.

 

 

Hockey Ireland (197, +302%) introduced Sarah Hawkshaw as the new Ireland Women’s Captain, and celebrated a first Senior International goal for Ben Nelson.

 

 

 

Vision Sports Ireland (24, +167%) celebrated an amazing year for Irish Blind Football, and Swim Ireland (158, +119%) saw Shane Ryan win a stunning bronze medal in the 50m Backstroke in Budapest.

 

 

 

The FAI (276) topped the X average engagements per post metric, with Ireland Football (236) in second, and Irish Rugby (154) in third.

Rowing Ireland (12, +300%) celebrated Olympic Gold-winning coach Dominic Casey’s honorary doctorate from UCC (link), and Paul O’Donovan being named the RTE Sportsperson of the Year for 2024 (link).

 

 

 

Cycling Ireland (10, +233%) highlighted Lara Gillespie’s win in the Elimination race at the Track Champions League in London, and Sport Ireland (22, +175%) congratulated Kellie Harrington as she was named the 2024 Irish Times Sportswoman of the Year.

 

 

The League of Ireland (334) topped the average engagements per 1,000 followers metric for the third month in a row.

 

 

The most engaged with content on X in December came from the FAI as they announced plans for a new National League – 20 teams across two divisions which will sit below the SSE Premier and First Divisions in the third tier of Irish football, designed to provide a direct connection between grassroots and professional football for the first time – the post has generated close to 2,500 public engagements to date.

 

 

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 might be just a bump or they might be indicative of a wider retreat of users from the service.  That has so far not been felt in sport but is one worth watching.

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.