Contributed by Jackie Nadel, Marketing Content Strategist at Goodway Group
We’re now a little more than halfway through the Rio 2016 Olympics, and it’s been an amazing journey so far. We were excited to watch the United States’ wins and can’t wait to see what the second week of the Olympics brings. In the meantime, we’ve reviewed stats for the top three social media platforms and awarded them medals based on their 2012 versus 2016 Olympics engagement. Overall, the Olympics engagement numbers mirror the maturity and audience of each platform.
Sources: Facebook, Twitter, Instagram, The Realtime Report
The bronze medal goes to Twitter. Twitter has been struggling to gain more users, and it shows in the number of followers for the official Olympics Twitter accounts—the Rio 2016 accounts have only 3.78% more followers than the London 2012 account. However, engagement on the platform is up as the Rio 2016 accounts have posted 26,000 tweets, a 640% increase over the London 2012.
Facebook takes the silver medal here. Page likes are up 105% for the official Rio page versus the official London page. User post engagement has decreased slightly, with 2.5% fewer users discussing #londonolympics versus #rioolympics. This shows that perhaps Facebook users are becoming more passive—they are more likely to follow a page and receive news than write their own posts. This speaks to Facebook’s maturity as a platform, as it hit 1 billion users in 2012, and currently has 1.13 billion users daily.
Finally, the gold medal goes to Instagram. It has a completely different trajectory than the other two platforms, and its London versus Rio comparison shows how rapidly Instagram has grown. The #london2012 hashtag has 369,696 posts while #rio2016 has 2,065,798 posts, and the 2016 Olympics are only halfway through. Instagram is a younger platform than both Twitter and Facebook, and its growth still hasn’t peaked according to eMarketer, so this explosion in posts is on par for what we’d expect to see from the platform.
Jackie joined Goodway Group six years ago and has watched the company grow tenfold from 35 people to over 350. As a media buyer and media supervisor, she managed countless campaigns and educated her peers on programmatic. Jackie now brings her media expertise to the marketing team as a content strategist, developing educational content and resources for clients. It’s the perfect fit for a media geek who likes writing.