We have had three days of decline in the engagement numbers for Irish sporting bodies on X, Facebook, and Instagram but the tide has turned with TikTok producing massive engagement and viewership.
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
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 TikTok
318 TikToks (+28%) were posted by Sport for Business members in January 2025, which resulted in 1.23 million engagements (+123%) and an incredible 20.7 million views (+159%).
This makes the channel the only one in our four to show a lift on where they were 12 months ago.
In January 2024 310 Videos created 746,500 engagements and 12.44 million views.
Once again, the United Rugby Championship (11.12 million) led the view counts, with Ireland Football (3.27 million), Irish Rugby (2.04 million), and Ulster Rugby (1.62 million) also having stellar months on the platform.
The URC topped the activity charts with an impressive 91 posts with South African based content delivering their top three posts, including Siya Kolisi leading the Sharks’ pre-match motivation (link).
@urc Siya Kolisi leading the pre-match @The Sharks motivation 😍 #rugbytok #sportstiktok #sports #unitedrugbychampionship ♬ original sound – United Rugby Championship
Leinster Rugby (50) in second featured some ferocious hits from Ireland star Garry Ringrose (link), and tied for third with 25 posts.
@leinsterrugby There are hits. And there are Ringrose hits. 😳💥 #LeinsterRugby #GarryRingrose #bighits #rugbyhits #boom ♬ original sound – Leinster Rugby
Munster Rugby took us behind the scenes at the Pinergy Schools Cup launch (link)
@munsterrugby Pinergy Schools Cups launch ✅ T-1 day until the action kicks off ⏳ #MunsterStartsHere #SUAF 🔴 @Pinergy ♬ الصوت الأصلي – خالد
When ranking content by views, Rugby and Soccer dominated in January, but special mention to Dublin GAA who broke into the top 50 posts as St Jude’s Kevin Lahiff found himself in the right place at the right time to score Dublin’s first goal of the year.
@officialulsterrugbyPerfectly said 🤣♬ original sound – Ulster Rugby
When ranked by average engagement per post, Ulster Rugby (26,747) topped the charts with this ‘Perfectly Said’ content – content that generated the highest number of both likes and shares across the board in January and an impressive 1.2 million views, which in almost any other month would have swept the board.
@officialulsterrugbyPerfectly said 🤣♬ original sound – Ulster Rugby
However, the URC claimed the most viewed TikTok in January – with this ‘Goose Step’ content – a key pillar of their TikTok content strategy. This footage has featured on their channel before (generating 2.3 million views in September 2024) and the new iteration has been viewed on 4.7 million occasions to date and generated over 80,000 likes.
@urc Goose step challenge with the one & only @The Rugby Guy 😍 #rugbytok #sportstiktok #sports #unitedrugbychampionship ♬ original sound – United Rugby Championship
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.
