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São Paulo take Flamengo’s top social media spot for the first time


As part of our ongoing partnership with MKT Esportivo in Brazil, we take a weekly look at the performance of clubs in Campeonato Brasileiro Série A on the main social media platforms.

Clubs from the country often rank highly in the most engaged with clubs in the world. In March last year Soccerex shared their ‘social media ‘Top Scores’ in which Flamengo, Corinthians and São Paulo all ranked in the top 25 globally. The fans in Brazil are very passionate about their clubs!

Below are the statistics looking at the last week of 2020 for the 20 teams across Facebook, Twitter and Instagram…and there has been a change in the name at the top overall this week!

São Paulo takes top spot!

For the first time São Paulo have surpassed Flamengo in the total sum of social networks. The Tricolor Paulista defeated the Rio de Janeiro club on Facebook and Twitter, and the difference on Instagram was not enough to make the Rubro-Negro take back the leadership.

It is the first time that Flamengo is not the general leader since the creation of the Weekly Ranking. As for São Paulo, the club had the best daily performance – the victory over Fluminense in Maracanã reached 1.64M of interactions on Instagram.

Supporter Detox

Botafogo fans seem to have taken the period between Christmas and New Year’s Eve to step a little further away from the club’s bad phase. The club had only 520,000 interactions in all between those two dates. Much less than the 804,000 interactions the club had during the week between December 16 and 22.

Cano is his name!

German Cano’s birthday on January 2 took Vasco to the top of interactions on Instagram. The club published all 21 goals of the player and had 650 thousand interactions on the day.

A disguised fall

The number of total interactions analyzed was just over 50.6 million interactions. The number is higher than 44 million in the week between December 16 and 22. However, considering that it was two weeks combined, the number of interactions dropped sharply. On Instagram, a 25% less performance. On Twitter, 33% and on Facebook 20%.


Taking into account the drop in the level of interactions per week, the performance of São Paulo and Palmeiras was good. The clubs approached the performance of the week leading up to the holiday season.

São Paulo, even though eliminated from the Copa do Brasil, had an average of 5 million weekly interactions in that period while its performance in the week between December 16 and 22 was 5.68 million.

Palmeiras reached 6.33 million interactions in this festive period. That is, an average of 3.165 million interactions per week. In the week between 16th and 22nd, the average performance was 3.52 million.

Going UP!

Who really went up the ladder during this period was Grêmio. By eliminating São Paulo and reaching the final of the Copa do Brasil, Grêmio jumped from a modest 622k total interactions to 2.22 million interactions. Grêmio supporters happiness was even more complete when Internacional fell from 3.53m to an average of only 700k per week (total of 1.4 M in the festive period).


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