February 2025 was a record-breaking month for Olytico’s Sport for Business Analysis – with 36.9 million views of TikTok content setting the new bar. In January, that number was 12 million, a 300% increase.
While the number of posts grew on last month and on 12 months ago the number of engagements continued a downward spiral on X as we revealed yesterday.
How did the other channels fare? Let’s find out today on Facebook.
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.
February 2025 Highlights on Facebook
Facebook activity rose 20% in February on the previous month and was also up 10% on this time last year.
In a familiar trend, though, there was another significant drop in engagement: 533,590 this month versus 963,131 in February 2024.
The League of Ireland account rose one spot to top the Facebook activity charts with 441 posts (+39%) as Michael Duffy scored this screamer for Derry against Bohemians.
In second, the GAA (419, +36%) featured this finish from Sean Kenneally in the Allianz Leagues (link), and in third, the Ladies Gaelic Football account (352, +10%) highlighted LGFA Club Coach of the Year Caroline McGrath as she was interviewed at the National Volunteer of the Year Awards banquet in Croke Park (link).
Hockey Ireland (57, +104%) secured three wins from three in the pool stage in Santiago at the FIH Nations Cup (link), Swim Ireland (45, +80%) celebrated as Mona McSharry was on the podium once more as she claimed her fourth straight SEC 100y Breaststroke title (link), and Athletics Ireland (181, +106%) saw Kate O’Connor obliterate the Irish Pentathlon indoor record with 4,683 points in Tallinn (link).
Irish Rugby (3,597, +133%) topped the average engagement per post charts.
Connacht Rugby (387,+87%) celebrated Bundee Aki, Mack Hansen, and Finlay Bealham’s involvement in securing the Triple Crown (link), and in third, Cricket Ireland (324, -9%) kept us up to date as the Men’s Senior team won their third Test in a row (link).
Squash Ireland (1,056) again topped the average engagements per 1,000 followers metric.
The IRFU generated the most engaged with content on Facebook in February as the Men’s Senior XV claimed the Triple Crown in Cardiff, to date this victory post has generated over 18,000 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
This is a near 50 per cent drop in engagement on where we were last year despite more activity. Are Facebook and Twitter facing a meltdown?
WHAT’S UP NEXT?
Each of the other Social Media Channels will be covered over the next two days, with Instagram in the spotlight tomorrow days.
MEMBERSHIP AND EVENTS
All the sporting organisations listed in this analysis are full members of the Sport for Business community.
The Sport for Business Membership comprises over 300 organisations, including all the leading sports and sponsors, as well as commercial and state agencies.
