Olytico’s analysis of Irish Sport on Social Media for January 2026 covers 12,200 posts, 4 million public engagements, and close to 16 million TikTok views.
X activity climbed 24% in comparison to the previous month, and engagements rose 21% to 126,000, while Facebook saw a 14% uplift in posting translate into 610,000 engagements (+18%).
As we often report, the real standout was Instagram; with a 9% increase in output, it generated a huge 27% jump to 2.51 million engagements, reinforcing the platform’s continued dominance for storytelling.
TikTok delivered the biggest efficiency win, with views surging 64% to 15.7 million, and four organisations breaking the ‘magic million’, led by the URC at 5.8 million views.
The analysis’ key takeaways include high-performing content leaning heavily into wholesome, shareable moments, the value of collaborations, and trend-aware execution.
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.
Today, in the second of four articles on the Social Media metrics from last month, we are focusing on Instagram.
Here is how our monthly report coverage will look this week.
X Analysis – Tuesday
Facebook Analysis – Wednesday
Instagram Analysis – Thursday
TikTok Analysis – Friday
January 2026 Highlights on Instagram
Instagram activity rose 9% to 2,971 posts and saw a 27% increase in engagements to 2.51 million. In comparison to 2025 that is down from 2.99 million, while in January 2024 the number of engagements was 3.86 million.
The NIFL (511, ~%) were the most active account on the platform, followed by the League of Ireland (359, -2%) and Basketball Ireland (212, +159%).
Dublin GAA (86, +514%) showcased in slow motion an exceptional save from Cuala’s Sean Brennan during the Dioralyte Walsh Cup final penalty shootout (link),
View this post on Instagram
The Gaelic Players Association recognised Laura Treacy’s 14–year, 6 All-Ireland career with Cork Camogie.
View this post on Instagram
Ireland Football (5,491, +4%) topped the average engagement per post chart, as Halle Harcourt scored a stunner for the GU16s against Portugal.
View this post on Instagram
They were followed by the GAA (4,814, +40%) who brought us this wholesome Father Son moment with Gavin Ryan of Upperchurch-Drombane after the AIB GAA Hurling All-Ireland Intermediate Club Championship final match.
View this post on Instagram
Munster Rugby (2,431 +9%) in third leant into trending content for unfortunate John Ryan.
View this post on Instagram
The Northern Ireland account (2,236, +223%) collaborated with Premier League Sunderland AFC to deliver Trai Hume his 2025 Northern Ireland Senior Men’s Player of the Year trophy.
View this post on Instagram
Volleyball Ireland (5,002) claimed the top spot for January’s ‘highest engagements per 1,000 followers’.
View this post on Instagram
With over 86,000 public engagements to date, the URC claimed Instagram’s top spot for the second month in a row with this cricket crossover content from South Africa.
View this post on Instagram
X Analysis – Tuesday
Facebook Analysis – Wednesday
Instagram Analysis – Thursday
TikTok Analysis – Friday
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
Image Credit: Sport for Business
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