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Social Winter Games 2018 – Overview Promotional Material

Social media is a crucial communication channel for partners, federations, athletes, committees
and anyone involved in a major sports event like the Winter Olympics.
Sportcal Media has teamed up with Hookit to delve into the metrics behind the
2018 Winter Games social media activity.
We examine the platforms as well as stakeholder
accounts, grouped into Organisations (including IFs, IOC & NOCs) Partners
& Athletes, to discover who has come out on top of numerous rankings from
most posts & most interactions to most account followers & most
follower growth over the Games period (9th – 25th February 2018).
We also interrogate daily activity across the various platforms to better
understand whether event schedules and successes correlate with activity and
interactions.

We answer the following, and much, much more:

  • Which
    stakeholder drew the most interactions from a single post across the 2018
    Games?
  • Which
    International Federation was most active during PyeongChang 2018?
  • How
    many followers were gained during the Games by TOP partner and local
    partner accounts?
  • Which
    sports & athletes were most active, and which were most engaging?
  • Who
    topped the National Olympic Committee interactions podium?
  • Which platform
    enjoyed the most activity and which saw the most follower growth?

The report’s key findings:

PLATFORMS


Exactly half of all posts (among athletes, organisations and partners)
during the Winter Olympics were made on Twitter, however, the platform
generated only 7% of all interactions. It was Instagram that proved by some way
to be the top platform for engagement, generating 53% of all interactions from
just 24% of the total posts.

SPORTS


Snowboarding, the sport of social media star Shaun White, generated the
highest engagement levels during the Winter Games. The sport topped the podium
on 9 of the 17 competition days.

ATHLETES

US skier Lindsey Vonn scored the most engaged-with post of all athletes
during the Games. The 3.2 million interactions were slightly more than
snowboarder Shaun White’s Instagram video (3.1 million), however, both were
some way ahead of the next most engaged-with post, again another White
Instagram video (1.7 million). Ten posts generated more than 1 million
interactions; four were from White.

FEDERATIONS

Most International Federation posting (2,669 posts) was done on Twitter but it was
Instagram that produced the most interactions (2.3 million)

PARTNERS

The biggest follower growth % across the Games for a TOP partner was 4.6%, broken down as
follows:

  • A gain of 4.9% on Facebook
  • A gain of 4.2% on Twitter
  • A gain of 6.2% on Instagram


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TECHNOLOGY BRANDS IN SPONSORSHIP REPORT

Hookit’s Technology Companies in Sponsorship report helps brands in this category identify how well their sponsorship portfolio performs in terms of social media promotion compared to their competitors. This report also identifies which sponsored properties are the most effective at promoting these brands. 

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