Today’s final element in our monthly review of Irish Sport on Social media focuses on TikTok and discovering where all the engagements have been drifting from the other three channels we look at.
It could be a short-term blip for X, Facebook and Instagram, but there does appear to be a changing emphasis on social channels, and if you are not yet active on TikTok, it needs to enter your thinking.
Here is how our monthly report coverage has shaped during the week.
X Analysis – Monday
Facebook Analysis – Tuesday
Instagram Analysis – Wednesday
TikTok Analysis – Today
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 TikTook
400 TikToks (+23%) were posted by Sport for Business members in February 2025, which resulted in 1.92 million engagements (+44%) and a record-breaking 36.98 million views (+56%).
For context, since TikTok was included in the analysis in March 2023, this is the highest monthly view count, the third highest activity per month, and the second highest engagements recorded per month.
The analysis saw a record six organisations over the million monthly view mark, led by the URC (9.32 million), Ulster Rugby (8.93 million), Irish Rugby (6.47 million), Ireland Football (4.96 million), League of Ireland (3.94 million) and Leinster Rugby (1.33 million).
The most viewed TikTok came from Ulster Rugby as they continue to impress on the platform – the content theme isn’t new, but a new take on the ‘reaction test’ format drove an incredible 7.3 million views for this video.
@officialulsterrugbyThe concentration 😅
The URC topped the activity charts with 91 posts, their most viewed content was a wonder try from Welsh full-back Blair Murray as he shone for New Zealand Schools.
@urc New Zealand Schools team’s Blair Murray showcasing how you go coast-to-coast 🫳🎤 🎥 @AllBlacks #rugbytok #sportstiktok #unitedrugbychampionship ♬ Peekaboo x Paper Planes by Altégo – ALTÉGO
In second, Irish Rugby (45) used social media to let Messrs O’Mahony, Murray and Healy announce their international retirements.
@irishrugby We have some news 💚 #TeamOfUs ♬ original sound – Irish Rugby
And in third Camogie (37) saw Loreto Kilkenny’s Ciara Dunne scoring in the Allianz Senior A Post Primary Schools All-Ireland Championships to ensure Loreto secured their 3 in a row.
@camogieofficial Allianz Senior A Post Primary Schools All-Ireland Championships St. Patricks Maghera v Loreto Kilkenny Ciara Dunne with a brilliant goal to ensure Loreto secure the 3 in a row! FT 2-08 to 0-10 📺 Watch Live on the Official Camogie YouTube Channel! @allianz_ireland ♬ original sound – camogieofficial
When ranked by average engagement per post, Ulster Rugby (22,904) topped the charts for the second month in a row, and they were followed by Irish Rugby (17,213) and Ireland Football (10,782).
The most engaged with TikTok in February came from the IRFU, the simple behind-the-scenes content of the team arriving in Edinburgh was viewed 1.3 million times and generated close to 175,000 public engagements.
@irishrugby We’ve arrived in Edinburgh! 🏴 #TeamOfUs ♬ Lose Control by Teddy Swims – Teddy Swims
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
That’s three months in a row of a year-on-year decline in engagements across Twitter, Facebook and Instagram. We’ll be exploring this in greater depth in the coming weeks.
WHAT’S UP NEXT?
This is a monthly report featuring Sporting organisations that are members of Sport for Business. The March numbers will be published towards the end of April.
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.
