Do you know the sports betting company with the highest number of interactions on Instagram in 2023?
Sports betting has been a part of Brazilians’ daily lives for the past couple of years, especially after the regulamention made by President Lula in late 2023. Given the growing public interest and the broad robustness that the segment presents, Samba Digital began monitoring the digital performance of approximately 80 companies throughout 2023 and was able to verify that F12.Bet emerged as the Instagram account with the most interactions.
In total, F12.Bet reached 20.8 million interactions in its 2,525 posts, a performance that places it as the company with the best performance among its competitors in the fixed-odd sports betting segment. The 2,500 publications also place F12.Bet as the company in the segment with the most posts, surpassing Galera.bet by 95 posts.
With 20.8 million interactions on Instagram, the company held a fourfold advantage over Esportes da Sorte, the category’s second-place. Sportsbet.io Brasil, which sponsored São Paulo FC in 2023 (replaced by SuperBet in 2024), adeptly leveraged a club-themed content.
The Top 5 interactions ranking also includes Betano, sponsor of 2023 Libertadores’ champion Fluminense, and Estadium Bet.
The post with the highest number of interactions from F12.Bet – and the monitored companies – is the one in which actor Vin Diesel arrives late at an NBA match, including a little joke about his tardiness due to being the star of the Fast and Furious films. It amassed a total of 3.1 million interactions.
In terms of engagement rates, Estadium Bet makes a remarkable leap from 5th place in total interactions to claiming the top spot, boasting an exceptional engagement rate of 25.1%, the highest in its segment.
Estadium Bet’s engagement results are noteworthy, and the company’s best-performing post was a video that does not involve any influencer, but rather a beautiful kick in a game that looks more like amateur football.
In total, the content achieved 1048% engagement.
F12.Bet achieved a successful digital year, securing the 2nd position in engagement at 11.5%, closely followed by Vai de Bob and its charismatic influencer, former player Vampeta, with an engagement rate of 8.7%.
Esportes da Sorte closed the year approaching one million new followers. In total, the company gained 967 thousand new followers and stood out in this regard. Another notable development is the presence of EstrelaBet, a company that started 2024 with a large master sponsorship investment in Vasco da Gama, a Rio de Janeiro-based club.
Just like the ranking of new followers, when we only look at followers Esportes da Sorte is ahead of everyone with 1.6 million followers.