2019 CONTENTS INTRODUCTION JONNY MURCH - CEO INTRODUCTION .............................. 01 Welcome to #SportOnSocial: a Report benchmarking the performance of Olympic International Federations (IFs) on social media. At SECTION 1 – OVERVIEW .................. 02 REDTORCH we’re passionate about the positive role sport can play in improving the health and well-being of people worldwide. SECTION 2 – FACEBOOK ................. 08 #SportOnSocial is our way of encouraging ‘sport’ to improve its performance on social media, and inspire more people to watch, participate and compete. SECTION 3 – INSTAGRAM ................ 16 SECTION 4 – TWITTER .................... 22 CHRIS ARGYLE-ROBINSON - STRATEGY DIRECTOR Hello! With the 3rd edition of #SportOnSocial I believe we’ve seen the most significant change in social media since its launch. Social media SECTION 5 – YOUTUBE ................... 29 platforms are prioritising people over brands, athletes are becoming major influencers, and there is significant adoption of messaging apps. SECTION 6 – METHODOLOGY ......... 34 It’s been fascinating to see how IFs are adapting their social media NOTE FROM THE EDITOR ........................X strategies in response to these developments. ABOUT REDTORCH .................................X ALEX ROSS - HEAD OF CLIENT PARTNERSHIPS Thanks for taking a look at #SportOnSocial! Several months of research, analysis, planning and design from various members of the REDTORCH team have gone into its production. Whatever your role within the world of sport, I really hope you find the Report insightful, interesting and - perhaps most importantly - enjoyable! We’d love to hear your thoughts and feedback, so please do get in contact. Happy reading! 1 SECTION 1 #SportOnSocial 2019 Rankings Table OVERALL – ACROSS ALL PLATFORMS RANKING RANKING RANKING RANKING INTERNATIONAL FEDERATION (IF) CHANGE INTERNATIONAL FEDERATION (IF) CHANGE 2019 2018 2019 2018 FIFA International Federation of Association Football 1 10 9 IIHF International Ice Hockey Federation 19 12 -7 FIBA International Basketball Federation 2 3 1 ITF International Tennis Federation 20 34 14 WR World Rugby 3 1 -2 IHF International Handball Federation 21 24 3 ITTF International Table Tennis Federation 4 2 -2 WT World Taekwondo Federation 22 28 6 FIVB International Volleyball Federation 5 5 0 - ITU International Triathlon Union 23 18 -5 IAAF International Association of Athletics Federations 6 6 0 - FINA International Swimming Federation 24 16 -8 UCI International Cycling Union 7 11 4 ISSF International Shooting Sport Federation 25 30 5 FEI International Federation for Equestrian Sports 8 9 1 WCF World Curling Federation 26 22 -4 IJF International Judo Federation 9 8 -1 FIE International Fencing Federation 27 20 -7 FIH International Hockey Federation 10 14 4 FISA International Federation of Rowing Associations 28 27 -1 ISU International Skating Union 11 7 -4 WS World Sailing 29 31 2 BWF Badminton World Federation 12 26 14 ICF International Canoe Federation 30 33 3 UWW United World Wrestling 13 4 -9 UIPM International Modern Pentathlon Union 31 29 -2 FIS International Ski Federation 14 15 1 FIL International Luge Federation 32 25 -7 WA World Archery 15 13 -2 IBSF International Bobsleigh and Skeleton Federation 33 23 -10 IBU International Biathlon Union 16 21 5 AIBA International Boxing Association 34 32 -2 FIG International Federation of Gymnastics 17 17 0 - IGF International Golf Federation 35 35 0 - IWF International Weightlifting Federation 18 19 1 2 SECTION 1 OLLIE’S HEADLINES FIFA 1 FIBA 2 BWF RANKED #1 JUMPED TO #2 JUMPED TO #12 FIFA was the best performing IF, FIBA climbed from No.3 to No. 2 in BWF climbed from No.26 to No.12 - largely as a result of the FIFA World the Overall Rankings due to being making it the joint highest climber. Cup 2018 in Russia. FIFA ranked No.1 on Facebook and its significant No.1 on Instagram and YouTube improvement on YouTube. Its jump is attributed to ranking No. 1 having experienced significant on Twitter and No. 3 on YouTube. growth on both platforms. This success can be attributed to international events including the BWF’s Twitter account had the 2nd On Instagram, FIFA doubled their FIBA 3x3 World Cup and the 2018 highest growth rate and one of the follower count to 12.4m, whilst on FIBA Women’s Basketball World highest engagement rates due to the YouTube they grew by 5.4m fans. Cup. VICTOR China Open 2018. ITF WT 6 ISU JUMPED TO HIGH + HIGHEST Ollie Davis #20 GROWTH RANKED WINTER IF Head of Insights ITF climbed from No. 34 to No. 20 - WT moved up the Rankings by 6 ISU remained the highest ranked With major World Championship events and the making it the joint highest climber. places, helped by high growth on winter IF, coming in at No. 2 on Instagram and Twitter. Twitter. Its Figure Skating channel 2018 Youth Olympic Games, it was fascinating The launch of ITF’s Instagram page saw substantial growth and to identify trends across social media in this was instrumental in their rise in the This comes as a result of the 2018 engagement during the 2018 World year’s #SportOnSocial report. Rankings, as was its merging of all Youth Olympic Games and having Championships in March and ITF circuit accounts into the main an additional 5th Grand Prix event the 2018–19 Grand Prix Final in page. in the same year. December. Here are some of the key headlines I’ve put together from the report. 3 10000000 12.5m 9.1% 8000000 19.7m 14.4% 6000000 58.1% 79.4m 4000000 25.2m 18.4% 2000000 SECTION 1 0 INTERNATIONAL FEDERATIONS (IFs) ON SOCIAL MEDIA0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 TOTAL POSTS PER PLATFORM Year on year there was 9.7m 2% 6% 24.5m 27.4k 12% 224k POSTS little change in the 23% 51.4k proportion of content were analysed across 4 social across platforms media platforms. with Instagram 22% 93.9m and YouTube each292.8m 70% 12% 27.0k Over half of all content still representing 12% 12% of total posts. 118.2k 53% came from Twitter (53%) with many IFs using the platform to create conversations and provide Facebook TOTAL: 224,000 live updates from events. Twitter 0 10 20 30 40 50 Instagram TOTAL FANS PER PLATFORM YouTube 10000000 All pages analysed had 12.5m 9.1% 136.8m fans a combined 136.8m fans 8000000 58.1% of them on Facebook (79.4m) which also saw the highest absolute growth 19.7m 14.4% (9.5m new fans across all pages last year). 6000000 58.1% 79.4m 4000000 Instagram accounted for only 14.4% of all fans but had the 2nd highest absolute 25.2m 18.4% growth (8.7m) and the fastest growth rate (47%). 2000000 Instagram may have more total fans than Twitter next year due to the TOTAL: 136.8 million increase in monthly users and IFs creating discipline-specific pages. 0 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4 9.7m 2% 6% 24.5m 27.4k 12% 23% 51.4k 22% 93.9m 292.8m 70% 12% 27.0k 118.2k 53% 0 10 20 30 40 50 10000000 12.5m 9.1% 8000000 19.7m 14.4% 6000000 58.1% 79.4m SECTION 1 4000000 25.2m 18.4% INTERNATIONAL FEDERATIONS 2000000FAN GROWTH 0 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 TOTAL GROWTH PER PLATFORM AVERAGE GROWTH RATE PER PLATFORM 1000000010m 9.5m 12.5m 9.1% 8.6m 80000008m Instagram 47.4% 9.7m 2% 6% 24.5m 27.4k 7m 19.7m 12% 14.4% 23% 51.4k 60000006m YouTube 38.3% 22% 93.9m 58.1% 79.4m 292.8m 70% 40000004m 12% 27.0k Twitter 16.1% 25.2m 18.4% 118.2k 53% 2.6m 20000002m Facebook 12.1% 0 Facebook Instagram YouTube Twitter 0% 100.0% 0.520% 1.030% 1.540% 2.050% 2.5 3.0 3.5 Facebook Twitter Instagram YouTube 9.7m 2% 6% 24.5m 27.4k 12% 23% 51.4k 5 22% 93.9m 292.8m 70% 12% 27.0k 118.2k 53% 0 10 20 30 40 50 SECTION 1 INTERNATIONAL FEDERATIONS FAN ENGAGEMENT The average engagement rate ENGAGEMENT RATE Engagement rate declined across all IFs declined in 2018 due to changes in Facebook’s algorithm that placed a greater emphasis in News Feed on content from friends and family rather Instagram 3.5% 10000000 than brands. 12.5m 9.1% 8000000 Facebook 0.6% 19.7m 14.4% 6000000 INSTAGRAM Twitter 0.2% 58.1% 79.4m As in other industries, Instagram had the highest engagement rate 4000000 than any other platform (3.5%). 25.2m 18.4% YouTube 0.1% 2000000 Engagement on all channels declined 0 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% despite an increase in the number of followers as a result of difficulties in creating meaningful interactions and conversations with a large audience. It is likely that bigger accounts attract ‘BOT’ ACCOUNTS 9.7m 2% 6% 24.5m automated ‘bot’ accounts 27.4k 12% 23% 51.4k which can negatively impact engagement rate. 22% 93.9m 292.8m 70% 12% 27.0k 118.2k 53% 6 0 10 20 30 40 50 10000000 12.5m 9.1% 8000000 19.7m 14.4% 6000000 58.1% 79.4m 4000000 25.2m 18.4% 2000000 SECTION 1 0 INTERNATIONAL FEDERATIONS FAN0.0 ENGAGEMENT 0.5 1.0 1.5 2.0 2.5 3.0 3.5 ENGAGEMENTS Instagram generated more engagements for IFs than any other platform (292.8m), 70% of the total.