We have had two days of decline in the engagement numbers for Irish sporting bodies on X and Facebook, and today we look to Instagram. the signs are positive in that there is a 17% lift on January’s numbers but how do they compare to January 2024?
Our analysis from Olytico this month includes the addition of Shamrock Rovers FC to the mix, bringing the number we are tracking now to 40.
Here is how our coverage of the monthly report is shaping up during the week.
X Analysis – Monday
Facebook Analysis – Tuesday
Instagram Analysis – Wednesday
TikTok Analysis – Thursday
SSE Airtricity Women’s Premier Division Analysis from the League of Ireland – Friday
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.
January 2025 Highlights on Instagram
Instagram activity fell 1% from last month to 1,924 posts, but the platform saw a 17% increase in engagements, to just over 2.99 million.
How does that compare to 2024?
Afraid to say in common with X and Facebook, it is a decline from the engagements last year that numbered 3.86 million.
We will shortly announce a Members Round Table where we can explore these numbers with those on the front line of social media.
For now though let us focus on the positive, and the fact that the 2025 number is still 750,000 ahead of where it was in 2023.
Once again, the League of Ireland topped the Instagram activity charts with 338 posts (+5%) as they announced a landmark exclusive four-year broadcast agreement with Virgin Media Television.
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In second, Leinster Rugby (180, +6%) showcased Alex Soroka’s versatility, and in third, Basketball Ireland (151, +59%) saw Scott McKinney become the first winner of the Utility Trust Golden Shot €200 at the National Cup Finals Weekend.
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Triathlon Ireland (23, +283%) were counting down to the start of the 2025 Duathlon National Series, Tennis Ireland (29, +190%) started their Davis Cup campaign, and Badminton Ireland (58, +107%) saw Nhat Nguyen secure a World Tour Podium in Thailand.
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Despite a 9% decrease on the previous month, Irish Rugby (9,463) topped the average engagement per post chart, as Captain Caelan Doris and Interim Head Coach Simon Easterby represented at the Guinness Men’s Six Nations launch in Rome.
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Ireland Football (5,307, +59%) celebrated Adam Idah’s brace of goals against Aston Villa in the Champions League, and in third, The GAA (4,902, +17%) highlighted the incredible bravery of Crossmolina Deel Rovers’ Conor Loftus.
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The Irish FA account (2,235, +314%) showcased how Conor Bradley & Kieran Morrison became the first two Northern Ireland players to appear in the same Liverpool first-team match-day squad for over 90 years.
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Cricket Ireland (597, +96%) brought us the results from the Women’s ODI Series v India, and Ireland Lacrosse (240, +79%) called for interested parties to check out the Heritage Cup in the US in May.
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Despite an 8% decrease in this metric compared to last month, the League of Ireland (2,978) once more completed a clean sweep of top spots for ‘highest engagements per 1,000 followers’.
An Instagram Reel from Ireland Football was the most engaged with content on the platform in January. The Reel tells the inspirational story of Calvin O’Sullivan-O’Shea as he made his U15 International debut against Australia, the content has close to 50,000 public engagements to date, and is well worth a watch.
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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 are becoming indicative of a wider retreat of users from the service. Sport is still one area on social media that continues to attract content and comment, but the trend is worrying.
WHAT’S UP NEXT?
Each of the other Social Media Channels will be covered over the next two days.
We are considering hosting a Members Round Table to address the question of whether Social Media is at a crossroads.
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 over 300 organisations, including all the leading sports and sponsors, as well as commercial and state agencies.
