Sports for Business Members on social media.generated more than 8,700 posts, and 3.5 million engagements on X, Facebook, and Instagram, and 1.2 million engagements and a whopping 20.6 million views on TikTok.

That is down on January 2024 when the number of posts was 9,400 and the number of engagements was 4.79 million.

TikTok is increasingly being seen as the most impactful of the channels we are covering.

Our analysis from Olytico this month includes the addition of Shamrock Rovers FC to the mix, a spectacular month for the BKT United Rugby Championship on TikTok, and a deep well of excellent content to digest.

In January 2024 the number of video views on Tik Tok was 12 million, so a 66 per cent increase.

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

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 X

 

 

Activity on X rose slightly in January to 4,033 posts and with that we saw a 4% increase  in engagements from December to just over 161,000.

Again this is following a growing trend in representing a fall on 2024 when the numbers were 5,016 posts and 265,000 engagements.

The Ladies Football account (421, -5%) topped the X activity charts once again, with their ‘Heroes of Today, Inspire the Next Generation’ video series, which featured Marion Hayden from the Éire Óg club in Carlow, a former player who’s now a leading referee (link).

 

The GAA (420, +75%) in second saw Pádraig Power voted the Player of the Week after he impressed for the Rebels with 1-4 from play in Cork’s win over Wexford, and in third, the League of Ireland (358, ~)announced that TG4 is increasing live TV coverage of the SSE Airtricity Women’s Premier Division with 14 games set to be shown live.

 

Ireland Football (285, +21%) topped the X average engagements per post metric, as they introduced Carla Ward as the new Women’s National Team Head Coach (link) with Shamrock Rovers FC (140) in second, and Irish Rugby (130, -16%) in third.

 

Hockey Ireland (9, +80%) celebrated the opening of a new Olympic-standard Hockey Pitch at Temple Carrig School in Greystones by the then Taoiseach, Simon Harris.

 

The League of Ireland (254) topped the average engagements per 1,000 followers metric for the fourth month in a row.

 

 

The most engaged with content on X in January came from the newest member to Olytico’s analysis, Shamrock Rovers as they announced the signing of former Welsh international defender Adam Matthews – the post has generated over 1,500 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 are becoming indicative of a wider retreat of users from the service. Sport is still one area on the service 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 three days.  Olytico presented 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 over 300 organisations, including all the leading sports and sponsors, as well as commercial and state agencies. 

Find out more about joining us