This month we welcomed the United Rugby Championship, The Irish Women’s Cricket Team, the League of Ireland, and the Women’s National League accounts into the mix, as Olytico analysed a record 11,247 posts across Facebook, Twitter, and Instagram.

This was a 20 per cent increase on August and generated 3,242,965 engagements, also a 20 per cent increase in the forms of likes, shares, comments, and retweets.

All three of the main platforms saw an increase in activity, Facebook (+19 per cent, 3,289 posts), Twitter (+20 per cent, 6,157 posts) and Instagram (+17 per cent, 1,801 posts).

Once again, the share of posts remained relatively stable compared to previous months, whilst only Instagram grew their share of engagement (+13 per cent to 75% per cent, Facebook (-10 per cent to 14 per cent) and Twitter (-3 per cent to 11 per cent) both saw decreases.

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 percentage figures are used (unless otherwise stated), they refer to the previous month’s figures.

 

September 2021 Highlights on Twitter

 

 

Over 6,000 tweets were sent by member organisations in September, a 20 per cent increase on the previous month (from 5,120 to 6,157), however this increase was not reflected in the platform’s engagements figures, which saw a 10 per cent decrease (from 381,437 to 343,409).

The return of pre-season rugby fixtures and the start of the United Rugby Championship were the drivers for the increase in activity on the platform. With Leinster Rugby (4th), Irish Rugby (6th), Munster Rugby (8th), Ulster Rugby (9th) and the United Rugby Championship accounts all in the top 10 of the activity charts.

The Cricket Ireland account topped the activity charts with 637 posts (+168 per cent), with Ladies Football dropping to second (404, -49 per cent) and Dublin GAA in third (381, +41 per cent).

Special mention to Irish Sailing (56 posts, +133 per cent) as they await a decision on the hosting of the 37th America’s Cup. With Cork in the running, a decision was expected on the 17th of September, however, this has been postponed giving organisers additional time to evaluate the bids.

Gymnastics Ireland (46, +318 per cent) celebrated the return of the Women’s team to international competition after a two-year hiatus and were able to celebrate Emma Slevin finishing 4th on Beam at Slovenia’s World Cup Finals.

 

In the engagement stakes, the FAI return to the top of the charts (369 average engagements per post, +14 per cent), with Paralympics Ireland in 2nd (221, -29 per cent) and a new account for the analysis, Ireland Women’s Cricket in 3rd (148).

Our other new additions to the analysis also feature strongly, with the SSE Airtricity League account in 6th (66), the Women’s National League in 10th (48) and the United Rugby Championship in 13th (34).

The Ladies Football account (26, +198 per cent) finished in their highest position since February 2021, with an interview with Meath Ladies manager Eamonn Murray proving to be their most engaged with content.  We challenge you not to well up just a little…

 

The FAI’s top tweets celebrated Gavin Bazunu and taking the lead against Portugal through John Egan. However, it was the Ireland Women’s Cricket account that provided the most engaged with Twitter content for September. Their tweet from the Clear Speaks All Ireland T20 featuring some great fielding from Dazzle the dog went viral and generated over 10,000 likes, and close to 3,000 retweets with the footage generating over 5 million views. The footage resulted in the International Cricket Council declaring Dazzle to be an additional ‘Player of the Month’.

 


September 2021 Highlights on Facebook

 

 

Facebook activity increased 19 per cent in September (from 2,756 to 3,289 posts), the highest ever total analysed for the report.

However as seen with Twitter this month, the increase in posts saw a reduction in overall engagements, down 26 per cent from August (631,021 to 468,636). For context, the 468,000+ engagement total for September 2021 is still the third-highest we have ever recorded for the platform.

Cricket Ireland returned to the top of the activity charts for the first time since June 2021 (283 posts, +52 per cent) with Ladies Gaelic Football equalling their highest ever position in 2nd (246, +19 per cent) and Horse Sport Ireland in 3rd (210, -6 per cent).

Cycling Ireland achieved their highest finish ever of 7th (164, +31 per cent) celebrating gold medals for Katie-George Dunlevy and Eve McCrystal in the Paralympics B Road Race, and Triathlon Ireland in 9th (150, +257 per cent), kept fans up to date with the BMW Ireland Triathlon National Series.

 

 

The FAI returned to the top of the Facebook engagement charts (621, +111 per cent) thanks to 19-year-old Gavin Bazunu’s penalty save from Cristiano Ronaldo.

Paralympics Ireland finished in their highest ever position of 2nd (470, -50 per cent), their top post congratulating #TeamIreland.

Cricket Ireland finished in 3rd place (295, +109 per cent) but had the most engaged with content for the month, thanks to Dazzle the wonder fielder, the brilliant footage has been shared on close to 4,000 occasions, generated close to 7,000 reactions, 300+ comments and been viewed over 670,000 times to date on the platform.

 

 

August 2021 Highlights on Instagram

 

 

Instagram saw a 17 per cent increase in posts (1,535 to 1,801), a record-breaking month for the platform and this was reflected in a 45 per cent increase in engagements, up from 1,682,052 to 2,430,920.

Newcomers to the analysis, the League of Ireland topped the Instagram activity charts  with 164 posts, keeping fans of the SSE Airtricity League up to date with all the latest action.

Munster Rugby in 2nd (141, +64 per cent), enjoyed a winning start to their #URC campaign thanks to this fantastic team try, finished off by returning hero Simon Zebo.

 

 

View this post on Instagram

 

A post shared by Munster Rugby (@munsterrugby)

The FAI completed the top three (134, +212% per cent thanks to FIFA World Cup 2022 qualifying games against Portugal, Azerbaijan and Serbia.

Badminton Ireland in 18th (42, +180 per cent) kept followers up to date with the latest news from the European U17 Individual Championships, and in collaboration with Table Tennis Ireland launched the Racquet Sports Leadership Programme.

The Camogie Association (27, +145 per cent) congratulated Galway for becoming All Ireland Senior Champions for the second time in 3 years, and Golf Ireland (24, +500 per cent) celebrated Leona Maguire’s stellar performance at the Solheim Cup.

 

 

View this post on Instagram

 

A post shared by Golf Ireland (@golfirelandofficial)

The FAI (7,006 average engagements per post, +76 per cent) knocked the GAA (5,273, -19 per cent) off the top of the engagement charts and they were joined by Leinster Rugby (2,262, -7 per cent) in the top three.

The GAA’s top post congratulated Tyrone on their 2021 All Ireland Football Championship and generated over 10,000 interactions (likes and comments) whilst Leinster’s top post looked forward to having fans back at the Aviva Stadium for their pre-season game against English Champions Harlequins .

 

 

View this post on Instagram

 

A post shared by Official GAA (@officialgaa)

Rugby accounts filled five of the top ten places, with the United Rugby Championship debuting in our analysis in 7th place (1,736). The Ladies Gaelic Football Association (935, +51 per cent) celebrated Vicki Wall’s Player of the Match performance as Meath won the TG4 All-Ireland Senior Championship.

Special mentions to Volleyball Ireland (69, +24 per cent) as they launched their first ever VLY Park Tour, and Canoeing Ireland (53, +22 per cent) on the 61st Liffey Descent which was attended by some special guests.

 

 

View this post on Instagram

 

A post shared by Canoeing Ireland (@canoeingireland)

The most engaged with Instagram post for September came from the FAI celebrating the performance of goalkeeper Gavin Bazunu, the post generated over 34,000 interactions in the form of likes and comments.

 

*******

 

Following on from the reaction to our recent follow up on the Indeed campaign with Olympics Ireland we would like to feature another campaign over the coming weeks.  Would you like that to be yours? Get in touch with rob@sportforbusiness.com and lets have a chat.

 

 

 

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 stephen@olytico.com

 

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