The Sports Industry Social Media Benchmarks
The Social Media Benchmarks for Sports Brands To Maximize ROI
Download the Benchmarks
To win in today’s social media landscape, sports brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success. While metrics like follower count and growth rate remain essential, sports brands are focusing on metrics such as engagement, owned reach and posting cadence to gain a deeper understanding of how content is received.
In Dash Hudson’s latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to Sports brands’ social strategies and learn how leading brands are staying ahead of the competition.
Sports Industry Benchmarks and Statistics
Average Number of Followers/Subscribers
TikTok
1.1M
25M
Youtube
1.6M
* Follower Count data taken from the 2024 Sports Industry Benchmarks. See the report for the full methodology.
Sports Industry Highlights From Leading Brands
The sports industry excels on social media, capturing attention with high entertainment and engagement rates on Instagram, widespread appeal on TikTok and leading video views on YouTube. This success underlines the industry's ability to entertain and foster community.
The Golden State Warriors
The Golden State Warriors excel on TikTok by sharing behind-the-scenes footage, player highlights and engaging fan interactions. This content strategy taps into the platform's preference for authenticity and entertainment, resonating with a young, sports-enthusiastic audience.
Golden State Warriors outperform the average engagement rate for sports brands by +98.3%.
ESPN College Football
ESPN College Football uses Instagram to share a mix of game highlights, player features and fan-centered content. This approach keeps followers engaged and informed, appealing to the wide community of college football fans on the platform with real-time updates..
ESPN College Football outperforms the average engagement rate for sports brands by +355.6%.
Formula 1
Formula 1 reaches high video views on YouTube by showcasing exhilarating race highlights, exclusive team and driver insights and in-depth analyses of the sport.
Formula 1 outperforms the Avg. Video Views for sports brands by +410.1%.
In This Sports and Sporting Goods Industry Benchmark Report You’ll Learn:
- How the sports industry captivates a vast audience on Instagram, achieving a high Entertainment Score and engagement rate.
- The widespread appeal and community engagement of the sports industry on TikTok, with potential for increased posting frequency to enhance engagement.
- The leadership of the sports industry in video views on YouTube, coupled with opportunities to boost viewer retention through more compelling content.
- Strategies for the sports industry to leverage its strong social presence, enhancing engagement and fostering a deeper community connection.
Dash Hudson pulled a sample of global and international companies across TikTok (n=1,073), Instagram (n=2,965), and YouTube (n=685), analyzing their activity between Jul 1, 2023 – Dec 31, 2023, to determine average performance against a predetermined set of KPIs. We have included handles with a minimum of 1K followers.