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.
Today, we focus on Instagram’s numbers, which, while down from last month, saw almost a 50 percent rise in the number of posts from our Irish sporting organisations this same month in 2023.
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 Instagram
Instagram activity fell 5% to 3,086 posts, and engagements decreased 13% to 4.1 million. For context, though, the number of posts in August 2023 was only 2,051.
The League of Ireland topped the Instagram activity charts with 585 posts (+14%) as Cork City’s Jaden Umeh signed for Portuguese side Benfica.
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Athletics Ireland (211, -24%) came in second as they focused on the support teams of Olympic stars, and Paralympics Ireland (181) in third.
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As the start of the new rugby season approached we saw Ulster Rugby (46, +557%), Leinster Rugby (130, +136%) and Connacht Rugby (79, +108%) all began to increase their output.
Cycling Ireland celebrated Ben Healy and Ryan Mullen’s effort as Healy secured a top 10 finish in the Men’s Olympic Road Race.
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The Northern Ireland football account (16,101, +2817%) topped the average engagement per post chart, followed by Horse Racing Ireland (12,346, +2527%) as they brought us the ‘Instagram v Reality’ of walking thoroughbred foals.
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Team Ireland in third (9,546, +113%) on this measurement also took the top spot for
the ‘average engagements per 1,000 followers’ metric (10,124, +97%) as they celebrated Rhys McClenaghan’s Olympic medal ceremony.
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The Northern Ireland account brought us the most engaged with content on Instagram in August as they thanked Jonny Evans as he announced his international retirement. To date the post has generated over 430,000 public engagements.
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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.
