October’s analysis welcomes the Irish Wheelchair Association (IWA-Sport) into the mix and highlights some notable achievements within women’s sport, victories for the Men’s National Football team and nominations for the end of season GAA Awards.
Olytico analysed over 11,000 posts across Twitter, Facebook, and Instagram and over 3.42 million engagements for the member organisations. The 11,204 posts (down only 0.38 per cent on the previous month) and included a record 6,399 tweets.
The posts collectively generated 3,423,831 engagements, an increase of six per cent on September which itself was 20 per cent up on August.
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.
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.
October 2021 Highlights on Twitter
October was a record-breaking month for the platform, with 6,399 tweets posted by member organisations, an increase of four per cent on last month and surpassing the previous record of 6,239 set in July of this year.
This record number resulted in a 3 per cent increase in engagements (from 343,409 to 355,241), which for context is the fourth highest for the platform in the two years we have been monitoring on this scale.
The United Rugby Championship topped the activity charts for the first time with its 670 tweets representing a 145 per cent increase on their first month in the analysis.
Their account posted on over 90 occasions on both October 2nd (Round 2) and October 16th (Round 4), with their most engaged with content for the month capitalising on the Facebook and Instagram outage to showcase some classic Nigel Owens’ footage.
— United Rugby Championship (URC) (@URCOfficial) October 4, 2021
Dublin GAA in 2nd (488, +28 per cent) introduced their new alternate jersey, and Munster Rugby in 3rd (389, +29 per cent) paid tribute to Anthony Foley.
Special mention to newcomers to the analysis, IWA-Sport (26) as they promoted #Letsgetback and #RollWithUs.
#LetsGetBack to sport & having fun!
Seeing smiles on children’s faces is very important and it’s great to see it start to return! #LetsGetBack | #RollWithUs | #IWASPORT @sportireland | @IrishWheelchair | @HealthyIreland pic.twitter.com/SFJLREMCct
— IWA-Sport (@IWASport) October 27, 2021
There was no change in the top two for Twitter engagement as the FAI (358 engagements per post, down three per cent) held off Paralympics Ireland (161, down 27 per cent), and they were joined in the top three by Team Ireland (85, +12 per cent).
The Paralympics Ireland account thanked Niamh McCarthy as she announced her retirement from Paralympic Sport and the Team Ireland account celebrated the achievements of Ireland’s Olympians at the official homecoming event, which also featured in our Sport for Business Daily Video spot.
In 9th, the Irish Women’s Cricket account (54, down 63 per cent) celebrated the phenomenal achievement of 16-year-old Amy Hunter, who became the youngest ever Centurion in Women’s one-day international cricket scoring an unbeaten 121 in just 127 balls against Zimbabwe .
Take a bow Amy Hunter. ?
With her maiden Hundred in international cricket, she becomes the youngest ever centurion in Women’s one-day international cricket at just 16 years old today. ?☘️?@HanleyEnergy | #BackingGreen pic.twitter.com/1QygmtU1mu
— Ireland Women’s Cricket (@IrishWomensCric) October 11, 2021
It was the FAI that took the prize for most engaged with content on Twitter for October as Callum Robinson starred against Qatar, becoming the first male player to score a hat-trick for the Republic of Ireland since Robbie Keane in 2014. The FAI’s post generated over 4,300 likes and 170+ retweets.
October 2021 Highlights on Facebook
Facebook activity decreased five per cent in October (from 3,289 to 3,132 posts), yet the platform enjoyed a 21 per cent increase in engagements (from 468,636 to 566,543).
The Ladies Gaelic Football account topped the activity charts for the very first time (302 posts, +23 per cent) as they announced the nominees for the TG4 Players’ Player of the Year and celebrated featuring on the front cover of Sportfile’s ‘A Season of Sundays’ for the very first time.
The United Rugby Championship in 2nd place (242, +91 per cent) kept fans up to date with the first block of URC fixtures, their most engaged with content on the platform featuring Benetton’s Leonardo Marin’s last-minute drop goal to beat Edinburgh.
Leinster Rugby (198, +4 per cent) started their season in fine form, winning five from five and topping the URC table, coming third in the activity table.
Basketball Ireland in 11th (100, +37 per cent) announced former Six Nations and British and Irish Lions’ CEO John Feehan as their new CEO. Sport for Business had an interview with him after the announcement.
Cricket Ireland topped the Facebook engagement charts (1,302 engagements per post, +342 per cent) as they kept fans up to date from the ICC T20 World Cup, which included a sensational four wickets in four balls from Curtis Campher against The Netherlands.
The FAI in 2nd (529, -15 per cent) celebrated a big win for Vera Pauw’s team as they beat Finland 2-1.
Team Ireland in 3rd (417, +210 per cent) congratulated Emma Slevin for her performance in the World Gymnastics Championships.
Behind the Scenes content from the ICC T20 World Cup claimed the top Facebook post for Cricket Ireland; their footage from the team’s last training session before the start of the competition generated over 25,000 reactions, 50+ comments and 70+ shares from their followers, and has to date been viewed over 200,000 times.
October 2021 Highlights on Instagram
Instagram saw a 7 per cent decrease in posts from last month’s record-breaking figures (down from 1,801 to 1,673) however the 1,673 posts are still the second highest ever total for the platform.
Engagements for the channel increased three per cent from 2,430,920 to 2,502,046, the fourth highest total for the platform.
The top three accounts based on activity stayed the same, however the FAI rose from third to first (191 posts, +43 per cent), the League of Ireland fell one place to second (168, up two per cent) and Munster Rugby fell to 3rd (112, down 21 per cent).
The League of Ireland’s top post showcased Bohemians’ Sean Grehan’s strike against Derry City in an U19 fixture and Munster Rugby’s top post showed Connacht’s Jack Carty presenting Peter O’Mahony with a special ‘Axel 8’ jersey on the five-year anniversary of Anthony Foley’s passing.
View this post on Instagram
Connacht Rugby in 4th (110, +72 per cent) had their most active month in 2021 as they celebrated victory against Ulster in the URC inter-pro at the Aviva Stadium.
Basketball Ireland in 9th (69, +50 per cent) were able to enjoy the return of the National League and Horse Racing Ireland in 10th (61, +11 per cent) celebrated the return of Rachael Blackmore.
The GAA returned to the top of the Instagram engagement chart (5,683 engagements per post, +8 per cent) as they announced the 2021 PWC Footballer of the Year nominees.
View this post on Instagram
The FAI fell one place to 2nd (4,786, -32 per cent) as the men’s team beat Qatar and Azerbaijan, and the IRFU rose to 3rd (3,136, +62 per cent) as they too remembered Anthony Foley.
Hockey Ireland in 9th (931, +59 per cent) were able to celebrate the Women’s team qualifying for the 2022 World Cup, and Athletics Ireland in 10th (920, +171 per cent) announced Finglas would be hosting the 2021 Spar European Cross Country Championships on 12th December.
Gymnastics Ireland (379, +56 per cent) congratulated Emma Slevin in becoming Ireland’s first World Gymnastics Championships All Around Finalist and Cycling Ireland (294, +77 per cent) crowned Imogen Cotter as the 2021 Cycling Ireland Women’s Road Race National Champion.
The Women’s National League account (196, +18 per cent) showcased Noelle Murray’s finish for Shelbourne as they made it through to the final of the Evoke.ie FAI Women’s Cup and Pentathlon Ireland (59) congratulated their athletes Isobel Radford Dodd (1st) and Kate Coleman (2nd) in reaching the final of The Irish Fencing Open.
The top Instagram post for October came from the FAI, and celebrated Callum Robinson’s performance in the victory against Qatar with the post generating over 22,500 likes and close to 100 comments.
View this post on Instagram
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