Olytico’s Sport for Business analysis for August 2024 covers over 12,000 posts and close to 6 million engagements across X, Facebook, and Instagram.
With unprecedented success at the Olympics and Paralympics, this is reflected across the platforms, with both the Team Ireland and Paralympics Ireland accounts performing exceptionally and several governing bodies showing strong signs of growth.
August’s TikTok analysis which will be published on Friday covers close to 800,000 engagements and 9.8 million views, nearly half of which came from a single viral piece of content from Horse Racing Ireland.
As with last month, we will cover each channel separately on each day of this week, building up to the most comprehensive picture of social media activity you could hope for.
In the infographics that form part of this analysis, we have ranked each organisation across a range of metrics on each network, including the most active, engaged with, and engaging content.
X Analysis – Tuesday
Facebook Analysis – Wednesday
Instagram Analysis – Thursday
TikTok Analysis – Friday
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.
August 2024 Highlights on Facebook
Facebook activity fell 11% in August to 3,736 posts, yet engagements rose 37% to 1,038,556. There was a similar dip in 2023, but the number of posts then was only 3,241, so the content growth on the medium remains strong.
The League of Ireland topped the Facebook activity charts with 572 posts, a 16% increase on
July’s output, as Shamrock Rovers secured European League Phase football (link).
The LGFA account (262, -42%) was in second as legendary Kerry forward Louise Ní Mhuircheartaigh
enjoyed the countdown to winning the TG4 All-Ireland SFC (link)
And in third, Athletics Ireland (246, -30%) featured this incredible Rhasidat Adeleke mural.
Sport Ireland (123, +78%) showcased a fantastic start in the pool at the Paralympics with Nicole
Turner, Dearbhaile Brady, and Róisín Ní Riain.
Team Ireland (1,461, +60%) topped the average engagement per post charts; their top two posts in August featured Rhys McClenaghan’s success and generated a combined 25,000+ public engagements. In second were Paralympics Ireland (1,405, +1534%), and Athletics Ireland (715, +414%) were in third.
Paralympics Ireland (3,680, +4,558%) topped the average engagements per 1,000 followers
metric and produced the most engaged with content on Facebook in August. Their ‘On
On Wednesdays, we wear green’ post as the swimmers completed their pre Games camp in
Fuerteventura, en route to Paris, has generated close to 50,000 public engagements to date.
Excellent credit to the family of sponsors there as well.
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
In partnership with Allianz, Sport for Business will hold the 2024 Sport for Business Sport for Social Good Conference on Thursday, October 24th. This is one of several events currently planned for the remainder of 2024.
Register your interest to attend a Sport for Business event here.
The Sport for Business Membership comprises nearly 300 organisations, including all the leading sports and sponsors, commercial and state agencies, media companies, universities, and suppliers to the sports sector.
Find out more about joining us today.
