With over 6.5 million public engagements across the four main platforms, the March 2025 Olytico analysis covers 14,500 posts. This figure is +30% up on February 2025, broadly in line with March 2024.
The in-depth analysis through this week will continue to illustrate the ever-growing dominance of Instagram and TikTok, as together, they accounted for 86% of the overall engagement.
Here is how our monthly report coverage will shape up during the week.
X Analysis – Tuesday
Facebook Analysis – Wednesday
Instagram Analysis – Thursday
TikTok Analysis – 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.
February 2025 Highlights on Facebook
March 2025 Highlights on Facebook Facebook activity rose 37% in March, with 4,571 posts generating over 613,000 public engagements, a 15% increase on the previous month.
While posting volume increased year-over-year (+10%), overall engagements dropped sharply (down 37% from 973K in 2024 to 613K in 2025), again keeping with the trend in shifting engagement primarily towards TikTok which we will study later in the week.
Part of this drop will be based on performance. In March 2024, Irish Rugby’s Six Nations post having won the Guinness Six Nations alone generated 35,000 engagements, nearly triple the top post in 2025, which was still connected to the tournament finishing position but not as winners. The cruel immediacy of sport.
The League of Ireland topped the activity charts for the second month in a row with 584 posts (+32%) as they showcased this sensational team goal from Shamrock Rovers against Derry.
The GAA in second (512, +22%) highlighted Damien Comer’s strike for Galway against Dublin, and the Ladies Gaelic Football account in third (449, +28%) interviewed proud Dad and co-manager Ger Carey as his daughters Leah and Saorla won the Lidl All Ireland Post Primary Schools Senior A Final.
Sport Ireland (17, +183%) congratulated Sarah Healy (Gold), Mark English (Bronze) and Kate O’Connor (Bronze) for their performances at the European Indoors
The FAI (115, +161%) declared ‘job done’ in Plovdiv as the MNT beat Bulgaria 2-1.
Vision Sports Ireland (29, +53%) celebrated Gold for Orla Comerford as she secured first place and a seasons best in the 60m Para Mixed Classification, European Indoor Athletics Championships in Apeldoorn.
Irish Rugby (4,143, +15%) topped the average engagement per post charts, followed by Team Ireland (528, +1157%) and Special Olympics Ireland (503, +293%).
A positive here is that the average engagement per post for Irish Rugby rose significantly from 2,632 to 4,143, showing more targeted and effective content despite fewer total interactions.
Special Olympics success came off the back of a heartwarming performance at the World Winter Games in Turin and Sestriere.
The LOI Women account (1,323, +545% when compared to February) topped the average engagements per 1,000 followers metric.
The IRFU generated the most engaged with content on Facebook in March as they thanked their fans for their support during the 2025 Guinness Men’s Six Nations, to date this post has generated close to 12,000 public engagements.
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
SPORT FOR BUSINESS PERSPECTIVE
This is the fourth month in a row where the engagement number on Facebook, as they have on X, have fallen in comparison to 12 months previous. Engagement numbers are increasingly shifting towards Instagram and TikTok.
WHAT’S UP NEXT?
Instagram and TikTok numbers will be covered over the next two days.
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.
