Olytico

To mark #InternationalWomensDay Olytico analysed social media mentions of key sporting moments from the last 12 months across the globe - so much achieved by so many incredible women #IWD2023 #WomeninSport #EmbraceEquity

Had fun chatting with Sean Moncrieff on Newstalk this week about the 40th anniversary of Microsoft Excel - had to give a mention to the 3-time Excel World Champion Andrew Ngai 🏆

The September 2024 Olytico Irish Supermarkets Social Media Report was delivered to our clients earlier this week. The report analyses the performance of 9 brands, across 6 networks, including over 850 posts from 40+ social media accounts. Facebook, Instagram, X, YouTube, TikTok and LinkedIn are all included in the analysis. Here's 6️⃣ Key Insights from our September 2024 analysis: 🥇 Lidl Ireland continued to lead the way across multiple categories. Central to their success is their TikTok strategy, with their 30 posts generating 92% of their total engagement. 💍 Marks and Spencer Ireland saw a major jump from 5th to 3rd in the engagement rankings (generating almost 3x vs August) - with a single TikTok recipe post accounting for 45% of their total engagement. 🤳 For the 3rd month running, SuperValu generated the highest engagement on Facebook - Tidy Towns content generated 20% of their total. 👩🍳 Brand ambassadors and celebrity chefs featured heavily in popular recipe content posted by SuperValu and Dunnes Stores 🏆 Competitions were key for several brands - 3 competitions shared on Instagram by Dunnes Stores accounted for 33% of their total engagement. 📊 A reduction in influencer-led content saw Centra drop to 4th place in the engagement rankings, but simple question posts on TikTok continued to perform well for the brand. Interested in seeing the full 30 page report? Drop me a direct message.

We've recently completed our first Olytico Supermarkets in Ireland Owned Social Media Analysis Report. It looks at 9 brands, across 6 networks, analysing over 1,000 posts from 40+ social media accounts. Here's 7️⃣ Key Insights from our July 2024 analysis: 🥇 Lidl Ireland generated the most engagement during July, published the most content and are the only brand with over 1 million combined followers. 💍 For 7 of the 9 brands analysed, TikTok generated the highest level of engagement. 🤳 Despite only 15% of all content being shared on TikTok, it generated 71% of all engagements. 🪭 Facebook continues to be where the majority of supermarkets have the highest follower count. Dunnes Stores is the only brand to have a higher follower count on Instagram, than Facebook. 📊 Instagram was the most popular social network for the nine brands in July, accounting for 30% of all content published. 🏆 Competitions continue to be a key driver of engagement for several brands, especially on Facebook and Instagram. 🍽️ Recipe videos generated moderate engagement but consistently positive commentary across the industry. Want the full report? Drop me a DM and I'll email a copy.

💯 Rhasidat Adeleke gained over 100,000 new followers on Instagram during the Olympic games in Paris as the world was introduced to a new generation of Irish athletic talent. 📈 In total, Team Ireland athletes gained over 600,000 followers during #Paris2024. 🥇 At Olytico, we've analysed the biggest winners off the track from the Irish Team, with Olympic Gold Medallists Daniel Wiffen OLY, Rhys McClenaghan and Kellie Harrington all featuring in the Top 10 Irish athletes ranked by followers gained on Instagram during the Olympic Games. 🏃♀️ The popularity of the Women’s 4x400m team is evidenced in Sophie Becker, Sharlene Mawdsley and Phil Healy joining Rhasidat Adeleke in the Top 10. Mawdsley – who gained over 50,000 new followers during the games – is now one of the most followed Olympic stars in the country, with over 200,000 followers on Instagram alone. 🏊♀️ The biggest percentage gains came from our swimming medallists, albeit from a lower baseline of followers. Daniel Wiffen OLY saw a 418% increase in followers to 94,200 while Mona McSharry jumped 365% to 43,800 followers. 🤳 TikTok also proved to be a popular network for a range of Irish athletes who gave their followers a behind-the-scenes look at life in the Olympic Village. 🏉 Rugby 7’s Star Harry McNulty OLY saw his TikTok audience grow 45% to over 122,000 during the games as he shared a day-by-day view of his Paris experience. McNulty wasn’t just the most popular Irish athlete on TikTok – with over 35 million views of his videos from Paris, he was one of the most engaged with athletes globally. His Olympic pin collection videos proved to be a major hit – the most popular of which has 11.1 million views, and counting. 💶 While fans benefitted from the insights shared by our Olympic heroes, the audiences gained by the athletes will be a key selling point as agents engage with sponsors and brands keen to align themselves with the latest generation of Irish sporting success. #socialmediaanalysis #sponsorship

A welcome first at #Paris2024 has been The Pampers Village Nursery. Allyson Felix - the most decorated woman athlete in Olympic track and field history – was the driving force behind the Nursery. As per her interview in The LA Times, "Felix first approached the International Olympic Committee – IOC with the idea of establishing a nursery in the athletes’ village a year ago, then teamed up with Procter & Gamble, a long-time Olympic sponsor, to make that happen in Paris" https://lnkd.in/eCRwksAy At Olytico we’ve analysed the reaction to the nursery on social media since the start of the games. While there has been lots of highly engaged with content from commentators outside the village, a video from Australian water poloist Keesja Gofers OLY has been central to the conversation. A video originally shared by Gofers on her Instagram account, documenting the experience of her family in the nursery has been viewed over 5 million times across multiple networks, in less than a week: 🤽♀️ 879,000 views, 19,000 likes and over 100 comments – including one from Allyson Felix – on Gofer’s original Instagram post – making it her most viewed Instagram video ever https://lnkd.in/ezt2UkKu 🇦🇺 The video was then shared on TikTok by an account currently covering women athletes on Team Australia – racking up a further 460,000 views https://lnkd.in/ei9nJj5N 🇯🇲 This video then appeared on X via Kadeen M. Brown who shared the TikTok video – her post on X now has over 2.2 Million views and 17,000 engagements https://lnkd.in/eWedfc9J 🎙️ A share of this post on X by broadcaster Zena Keita, MSM has racked up an additional 1.5 Million views https://lnkd.in/eeZYekQM The popularity of the original video by Keesja Gofers OLY illustrates not only the continued demand for inside-the-village content from athletes at #Paris2024 but also how much support there is for the official Olympic Village Nursery.

At #Paris2024, one of the most popular features in the Athlete’s Village has been coffee - specifically the free Costa Coffee. 4️⃣ Key insights for Costa Coffee from the Olytico analysis to date: 👀 Dozens of athletes are sharing Costa content in their social feeds – with over 3 million views to date on TikTok alone. 📸 The most common theme of the content has been the custom print feature, where athletes can have photos from their phones printed onto their coffee. 🐶 The most popular images printed by the athletes are their pets – dogs especially. ☕️ While the printing station is the most shared location, numerous Costa Coffee spots feature in the athlete content, reflecting the value of having multiple locations across the village. As part of our analysis at Olytico, we've identified 8 of the most viewed and engaged with Costa Coffee posts on TikTok to date: 🏉 The most viewed Costa Coffee video comes from All Blacks 7’s Star Sione Molia. At 1.2 Million views it is his most-viewed video ever on TikTok https://lnkd.in/g5kB6Zej 🐶 570,000 views for Swiss BMX racer Nadine Aeberhard – one of multiple athletes to choose a photo of her dog for the custom coffee art https://lnkd.in/gXiD7XCr 🐱 390,000 views for Nikita D., who ‘doesn’t even drink coffee’ but wanted to get her cat’s face printed on a cuppa https://lnkd.in/gNpDcfuY 🎾 255,000 views for views for Tennis Australia star Daria Saville (nee Gavrilova) who also selected a photo of her dog, Tofu https://lnkd.in/gnRjnRFz 🇺🇸 101,000 views for USA Track & Field Sprinter Gabby Thomas who decided to get a photo of her dog wearing a beret on the top of her coffee  https://lnkd.in/gSS5kqPZ 🇲🇽 77,200 views for Mexican Archer Jorge Onevarez who printed a photo of himself in action on the top of his coffee https://lnkd.in/gFJc8j8c 🏊♀️ 41,800 views for Hungarian swimmer Ajna Evelin Késely who loved the free Costa Coffee in the Olympic village https://lnkd.in/gYdyVaHQ 👶🏻 And although it didn’t get the high views of other posts, one of our favourite videos came from USA Volleyball dietician Brooke Wyatt, MS, RDN, CSSD, who got a photo of her baby on the top of her coffee  https://lnkd.in/g9rKriFe 👏 to Mollie Bradley, Kay Lawlor, Cathrin Lemoine and all the #Paris2024 #CostaCoffee team

Was the All Ireland Hurling Final a turning point for interest in Gaelic games outside of Ireland? Last week's All Ireland Hurling Final drove the biggest spike in social mentions for GAA broadcasts on the BBC. However, the discussion was primarily driven by a non Irish based audience - with over 50% of these mentions coming from UK-based accounts. At Olytico, we analysed over 1,300 mentions of the official hashtag #BBCGAA and related terms shared on the 21st July. The match also drove a wider conversation that didn't directly reference the BBC - with almost 30,000 pieces of social content shared on the day including the word "hurling".

One the most talked-about brands at #Paris2024 so far is Samsung Electronics. The reason? Each athlete has been gifted a Galaxy Z Flip6 Olympic Edition – exclusively designed for the nearly 17,000 Olympic and Paralympic competitors in Paris. 4️⃣ Key insights for Samsung from the Olytico analysis to date: 👀 Hundreds of athletes are sharing the product in their social feeds – with over 20 million views to date on TikTok alone – and growing rapidly. 🔝 For most athletes, their Samsung video content is outperforming all of their other recent Olympic content – suggesting an appetite amongst fans. 📱 For some veteran athletes, this their second (or third) Olympic phone – this feels like an opportunity Samsung could capitalise on by doing something special for this unique group. 🤳 “Will this convince me to make the switch?” – multiple athletes mention that the gift of a free phone may convince them to leave their ‘trusty iPhone’ As part of our analysis Olytico, we've identified 8 of the most viewed and engaged with Samsung unboxing posts on TikTok to date: 🥊 The most watched Samsung video comes from Australian Olympic Committee boxer Tina Rahimi At 5.8 Million view, it is her most-viewed video ever on TikTok, and her second million-plus video this week https://lnkd.in/eKj5SJHc 🏑 Hockey Victoria player Nathan Ephraums is a close second: 4.8 Million views (and counting) https://lnkd.in/ez6mve4Z 🇲🇽 Completing the top three is Mexican archer Ana Paula Vázquez: 3.5 Million views in the last 3 days. It’s also the longest video review by any athlete – at over 6 minutes https://lnkd.in/e-SDr-kf 🎾 2.1 Million views for Tennis Australia star Daria Saville (nee Gavrilova) who gives a behind-the-scenes view of the customisation service Samsung are offering to athletes in the Olympic Village https://lnkd.in/ec_m85_x 🛶 1.7 Million (combined views) for 860,000 views for Team GB canoeists Joe Clarke https://lnkd.in/edaYApTk and Adam Burgess https://lnkd.in/ew2Uck77 🚣♂️ 565,000 views for Team GB Rower Imogen Grant who still had her Olympic phone from 2021, but was delighted to get a new one https://lnkd.in/eR24tR-J 🤾♀️ 270,000 views for Danish Handball player (and Red Bull athlete) Althea Rheinhardt https://lnkd.in/e4jpHiG7 🏸 116,000 views (and a Sabrina Carpenter soundtrack) as Thai Badminton star Ratchanok Intanon shares the unboxing of her new phone https://lnkd.in/eisKYfJR

I spoke to Kieran Cuddihy on Newstalk yesterday afternoon about the impact of the #AllEyesOnRafah image and the speed with which it appeared in over 40 Million Instagram Stories in less than 48 hours.