NEW YORK,June 26,2025
Instagram’s reign in sports social media might not be as secure as it appears.
- instagram’s growth in sports is significant but potentially overstated.
- TikTok is emerging as a strong competitor.
- Engagement metrics on Instagram can be misleading.
Instagram has become a major player for sports rights-holders, but according to 2024 data, it may not be the undisputed champion it’s often perceived to be, with TikTok showing notable growth.
The rise of Instagram in sports
It feels like just yesterday Facebook was the undisputed king of social media, but platforms like Instagram and TikTok have since surged in popularity, especially among younger audiences.
According to 2024 OFCOM data, instagram is used by 57% of all adult internet users. While significant, this trails Facebook (78%) and YouTube (82%). TikTok lags behind at 42% adoption among this demographic.
Youth adoption is key
Zooming in on the 16-24 year-old demographic paints a different picture. Instagram is second only to YouTube, with 86% usage compared to YouTube’s 95%. Facebook sits at 64%, and TikTok is at 83%.
This suggests that Instagram is bridging the gap between youth adoption and the broader ubiquity of Facebook and YouTube. The long-term potential of TikTok remains to be seen.
Did you know? In 2023, 26% of all new followers for top-tier sports rights-holders came from Instagram, rising to 29% in 2024.
Further data on follower growth for top-tier sports rights-holders indicates Instagram’s rise. In 2023, 26% of all new followers came from instagram, rising to 29% in 2024.Facebook declined from 30% to 16% during the same period.
Is the trajectory sustainable?
However, there are signals that Instagram’s dominance may not be as assured as some believe.Follower count isn’t the only measure of a triumphant social media strategy.
tiktok has seen a similar, if not more significant, rise in follower contribution, accounting for 29% of all new followers in 2023, rising to 32% in 2024.
Instagram follower growth has also seen a sharp decline at the start of 2025. For top-tier rights-holders, there’s been a 28% drop in net follower growth year-to-date. Instagram accounts for just 26% of new followers, compared to TikTok’s 43%.
While Instagram is closing the gap with Facebook and YouTube,it might not be as vital as it sometimes seems.X has largely fallen out of the picture based on current metrics.
Engagement: a misleading metric?
Why might Instagram’s importance in social media be overstated? One reason might potentially be the focus on “engagement” metrics, particularly likes. Instagram contributes 76% of total engagements as measured by social platforms.
However, time-spent data suggests that a simple Instagram “like” is not comparable to a 20-minute YouTube viewing session.This calls into question the value placed on Instagram engagements.
Instagram’s strength: versatile simplicity
Despite these caveats, Instagram’s simplicity and media diversity are undeniable advantages. it offers videos, photos, graphics, and live updates through Stories.
Different sports rights-holders utilize the platform in diverse ways. La Liga and MotoGP favor Reels with race/match action and behind-the-scenes content. The Premier League and Formula 1 prefer imagery with graphic enhancements. The NBA primarily uses the Carousel function to tell stories through images.
While video is prioritized on many platforms for advertising revenue, imagery performs well on instagram. Data indicates that while Reels are frequently posted, images and carousels often receive more engagement per post. this is beneficial for social media teams with limited resources.
Instagram’s momentum towards ubiquity is clear. It serves various users, including brands, rights-holders, influencers, and personal networks, offering photos, graphics, live updates, and storytelling.
Instagram is increasingly essential to social media strategies and a vital tool in the sports marketing landscape.
NEW YORK, June 26, 2025
While follower counts and engagement metrics offer insights into social media performance, they only tell part of the story. Understanding the *true value* of a platform like Instagram for sports rights-holders requires a deeper dive into how effectively they translate engagement into tangible results. Consider the time spent versus likes, and the demographics, which vary dramatically from platform to platform.
instagram’s versatility remains a key strength, but understanding the *return on investment* on the platform is crucial to avoid over-reliance and plan for the future. For instance, how does Instagram’s performance translate into revenue, brand recognition, or ticket sales?
Digging deeper than likes: what metrics matter?
The shift in focusing on engagement can be misleading. Instagram, and indeed other platforms, are starting to shift into “Time Spent” metrics to properly weight an audience’s influence and engagement. Likes are readily given, and a user can easily double or triple-tap a post without giving it a second thoght.A 20-minute YouTube session or a well-executed TikTok campaign require substantially more attention and time.
Focus needs to be on *actionable metrics*. These reveal whether your social media efforts contribute to core business objectives. These may include:
- Website traffic: How many users are clicking links in your Instagram posts to visit your website? use UTM parameters to track the exact source of the traffic.
- Conversion rates: Are users making purchases, registering for events, or completing other desired actions after engaging with your Instagram content?
- Brand lift: Are your Instagram campaigns increasing brand awareness, positive sentiment, and purchase intent, and by how much? Collect data from audience surveys.
- Audience growth: Which segments are growing most quickly on your platform? What are their demographics, and what does this tell you about the kind of content that resonates with them?
- Cost per acquisition (CPA): How much does it cost to acquire a new customer through Instagram compared to other platforms?
What about video?
Video content gets a boost from most social media algorithms.Consider the various benefits of hosting video on Instagram.
- Reels: Short-form video, made popular by TikTok, is frequently enough prioritized in the Instagram algorithm. Produce entertaining, informative content. Provide value within the first few seconds.
- Stories: Use a mix of photos, videos, polls, quizzes, and interactive elements for content that disappears after 24 hours.
- Instagram Live: Host live Q&As, behind-the-scenes coverage, and live match commentary. engage with fans in real time.
Actionable takeaways
To ensure your Instagram strategy is truly effective, consider these strategies:
- Set clear goals and KPIs: Align your social media efforts with your business objectives.Track key metrics like website traffic, conversion rates, and brand lift.
- Experiment with content formats: test different types of content, including photos, videos, Reels, and Stories, to see what resonates best with your audience.
- Optimize for mobile: Most Instagram users access the platform on their mobile devices. Make sure your content is visually appealing and easy to consume on mobile screens.
- Analyze and adapt: Regularly review your results and make adjustments to your strategy as needed. Utilize Instagram’s analytics to gather actionable insights.
- Focus on community: Foster engagement by responding to comments and messages. Get to know your audience.
Case study: The NBA has successfully expanded its reach by utilizing Instagram’s Carousel function to tell stories.
Is Instagram the only game in town? Certainly not. The shift towards younger audiences and the rise of TikTok are signals that a multi-platform approach is essential. Understanding which platforms are driving real results, not just likes, will determine the future of social media in sports.
How can sports brands make the most of Instagram? Sports rights-holders can succeed by setting clear goals, experimenting with content, and focusing on engagement and data analysis.This will help you build a thriving online presence.
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