Flamengo’s winning streak in the LATAM standings continues into the new year, despite a drop in total interactions

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Since last year, Samba Digital has been paying close attention to what LATAM football clubs are doing to stay in touch with their fans, supporters, and clients. One of the most enjoyable aspects of checking these numbers has been discovering traces of each country’s culture in the content uploaded.

Another key piece of information that this article will provide is where the local user is being influenced by this content. Is Mexico similar to Chile? Are Argentinians, who make up one-quarter of Mexico’s population, more devoted to football topics? Continue reading to discover our comments on what happened in LATAM in January.

Flamengo, always Flamengo

The Brazilian Championship, which was still being played in the traditional month of vacation and the start of the season in January 2021, caught fire in its final third, with Flamengo fighting for the national title, which it would win. That month, the Rio de Janeiro club received 29 million interactions. This is not surprising given that there was a dizzying increase throughout the year, reaching 48 million total interactions.

The video of Michael’s goodbye showed a ceremony among the squad to award the title of “ugliest player” to right-back Rodinei, which really broke out with Flamengo’s fans.

With 2.5 million views, the stunt is the highlight of the month:

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A post shared by Flamengo (@flamengo)

Despite Flamengo and Instagram…

When compared to January of last year, the number of interactions in Brazil has decreased. While Instagram increased from 125 to 141 million users, Facebook decreased by more than half: from 30 to 14.1 million users, and it continues to lose continental reputation.

Twitter, on the other hand, showed a total increase of 10% over the previous year and reached 32.5 million interactions, with Brazil boosting Twitter’s performance.

A Good duel: Corinthians vs River Plate

The two clubs have already battled in the Copa Libertadores da América a few times, but this time the battle has been fought digitally, mainly on Instagram.

The two clubs have been increasingly close in terms of interactions over the last four months, and they have even switched positions. Regardless of this duel, the truth is that, over the last four months, Corinthians and River Plate have always come after Flamengo.

The Mexican consumption pattern

Mexico demonstrated a technical tie between Facebook and Instagram interactions in January 2021. There were 14.9 million interactions on Facebook and 15.1 on Instagram out of the 30 million total.

However, like in other countries, Facebook’s performance fell, and in January 2022, while Instagram maintained 15.1 million interactions, Facebook fell to 10.7 million. This research reveals a consistent shift in how Mexicans consume content from their football clubs. When it comes to Facebook interactions, Mexico comes out on top in terms of proportion.

Click here to learn more about Samba’s LATAM rankings, which include a remarkable total of 366 billion interactions in 2021.

And the result of the highest Mexican % in the division is…

(…) the presence of three Mexican clubs among the 10+ on Facebook. Cruz Azul, Club América, and Monterrey were among the 10+ clubs on the list in January. Cruz Azul came in second, with slightly over 2.4 million interactions, accounting for over 20% of all interactions on the social network in Mexico.

The usual intruder

As previously mentioned, Twitter maintains its performance as a result of the platform’s expanding relevance in Brazilian digital consumption. This is demonstrated by the fact that, of the 11 clubs with the highest number of interactions, ten are Brazilian, with River Plate, from Argentina, serving as the intruder.

The Argentine team almost jumped the line of the Copa Libertadores final on Twitter, since Flamengo and Palmeiras, the protagonists of the last decision, were the two clubs with the most interactions on the blue bird’s social network.

A record for a Chilean club

For the first time since the Monthly Ranking’s creation, a Chilean club is among the top ten. The feat was achieved with 5.94 million Colo-Colo interactions, thanks to the Copa Chile titles, against Everton, the Supercopa de Chile, over Universidad Católica, and the club’s appearance in the Summer Tournament, when the team competed against Universidad de Chile and Boca Juniors.

Total numbers

Despite some highs to kick off the new year, the number of interactions declined from 290 million in January 2021 to 289 million in January 2022. Unfortunately, the positives did not exceed the negatives this time, as the cause of the dip was that last year’s calendar saw fewer matches – primarily from the Brasileirão – due to the pandemic.

Despite a dip in LATAM club rankings, Flamengo and Corinthians remain on top

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On a monthly basis, we rate clubs from Brazil, Mexico, Argentina, Uruguay, Chile, and Columbia in our LATAM club rankings. August witnessed a new high since the rankings were created, thanks to the return of matches in Argentina. Unfortunately, this winning streak has come to an end, as September saw a dip in interactions. This reduction resulted in a loss of slightly over 43 million interactions in these six main nations, a 12.5% decrease from August’s record-breaking performance.

Instagram has dropped 12% as a result of this substantial loss of about 79.65% of all interactions. Only one club got lucky in this 12% decrease. With well over 600,000 additional interactions, Chile witnessed an increase. Twitter and Facebook, on the other hand, did not do as well, with Twitter losing 16.5% and Facebook losing 12% respectively. We might blame this decrease on the fact that the World Cup qualifiers were held in September. This, combined with the fact that only three games were played, may have contributed to this drop.

Leaders Again

Despite these dips, there are still winners on the other side. Flamengo is on top of the rankings, with Corinthians coming in second this time. Despite a decline of over 10 million interactions compared to August, Flamengo had its fourth-best year in 2021, with 59.7 million interactions. But it was Corinthians’ performance that attracted attention. With the exception of Flamengo, the São Paulo team had the highest performance of all clubs, with 41.2 million interactions. Prior to Flamengo, the previous club from São Paulo, which had 38 million interactions in May.

Read more about the most recent LATAM rankings, which show Flamengo breaking a new record while Facebook interactions drop.

Speaking of São Paulo, River Plate surpasses

We should talk about SPFC while we’re thinking about São Paulo. We can see a pattern forming as they gained 21 million in July, 20 million in August, and 15 million in September. The decline in digital performance on SPFC’s Instagram meant that the club had been surpassed by River Plate and had equaled its performance in March when it had the same 15 million interactions.

Argentina is dominated by Rivers

Even if it wasn’t the finest monthly performance, River Plate stands out among Latin American clubs with 16.78 million Instagram engagements, equal to third place, and 1.91 million Twitter interactions, also gaining third place.

They should be impressed since their performance on Twitter and Instagram is nearly double that of their rivals Boca Juniors. Boca even saw a decrease from 12.1 million to 9.60 million engagements. Despite the dip, the club moved up to sixth place on Instagram, owing to Atlético MG’s loss of 7 million interactions from August to September.

Peaks of each country

Of course, we must include the monthly leader, Flamengo, who set a new record in Brazil by qualifying for the Copa Libertadores final by defeating Barcelona twice. We discovered that there were 7.13 million interactions in a single day, which is rather impressive. This would put them ahead of their archrival Vasco, with a monthly performance of 7.03 million.

River Plate hit its monthly peak on a day when the Argentine team played at Monumental de Nuez, outside of the Copa Libertadores, which helps to minimize the number of interactions. On the 10th, a post honoring its forward Julián Lvarez, who is available to the Seleço and was at home, had a remarkable 2.96 million interactions.

River Plate’s Interaction Rate draws attention

River Plate’s engagement rate with its followers of 2.88% stands out among the month’s top achievers. This is especially impressive since it is larger than any Brazilian squad. This performance stands out since it outperforms even Palmeiras, the Copa Libertadores finalist, with an engagement rate of 2.71%, making them the best in Brazil in September.

Videos

Boca Juniors is the team in Argentina that has the most videos. There were 97 videos in all, with a total of 11.46 million views. This achievement outperforms River’s 10.28 million engagements, despite the fact that River only posted 59 videos.

For comparative purposes, the figure in Brazil is significantly greater. Flamengo had the most videos with 269, followed by Corinthians with 177. Flamengo received 44.4 million and Corinthians received 28.5 million, making these results even more striking.

Learn more about our LATAM Rankings in July as matches begin, with Flamengo maintaining their lead.

Mexico

When it comes to engagement with football clubs, Mexico, which has traditionally relied heavily on Facebook, appears to be following the lead of other nations that use Instagram as their primary social media platform.

Mexico had 30 million interactions in September, with Instagram accounting for 58% of those. In direct comparison to August, however, the number of Mexican contacts fell to around five million. Club America has fallen out of the top ten Instagram accounts as a result of this. Thanks to this drop, Colo-Colo, a Chilean team, entered the top 10 at Club América’s 11th spot. Unlike Cruz Azul in August, Club America also dominated among Mexicans on Twitter. With an impressive 991k members, the club is on the verge of reaching the 1 million milestone.

On Facebook, Mexican clubs compete almost on an equal footing with Brazilian clubs, with four clubs placing in the top ten. The same brand is used by the Brazilians, with Colo-Colo and River Plate rounding out the top ten. The domain of Club América has 2.23 million Facebook interactions. Cruz Azul, on the other hand, was the most popular Mexican club in August, with 2.59 million interactions.

A mixed week for Palmeiras as we say goodbye to Vasco and Botafogo

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The season in Brazil has been split into two parts. From the last week of January until the first week of May, teams will participate in State Regional Tournaments. With the Brazilian National Championship taking place from May to December.

Because of this split in the season, the National Championship, which ended with Flamengo winning the title, may receive less attention than in previous years. We will see a mix of top teams and teams from lower divisions participating in big regional tournaments such as the Rio de Janeiro State Championship and the São Paulo State Championship. As a result, we must bid farewell to Serie A sides Vasco and Botafogo, who will no longer be included in our performance analysis table.

THE NEW NUMBERS

With fewer interactions on Facebook, Twitter, and Instagram, the performance table has had a bad week. Palmeiras’ title may be to blame, as Facebook declines by 39.4%. Twitter has also fallen by 40.9%, and Instagram dropping by 34.8%. The start of the State Championship, which will see Vasco and Botafogo drop out of the Serie A performance analysis, is another suspect for this decrease in interactions.

Expressive Brand

Despite their departure from Serie A, Vasco and Botafogo have proven their worth, as both teams, along with Cruzeiro, have produced 74.32% of all interactions between all twenty Serie B clubs in 2021 over the last few days.

Very disputed

Palmeiras, Corinthians, Santos, and São Paulo formed a tight rivalry between themselves at the start of the Paulista Championship. This intense competition resulted in just 700,000 interactions between the four big São Paulo clubs.

Only one of these four clubs improved on their previous week’s results. Santos’ performance had grown to the point that their matches were worthy of the Pre-Libertadores. The news this week was not all good, as Palmeiras’ popularity dropped from 10 million to 3.85 million, despite their Copa do Brasil victory. SPFC was close behind, dropping from 6.35 million to 3.14 million this week.

New teams in the Ranking

With the rise of Serie B clubs, it’s worth remembering Cruzeiro’s real potential in contrast to its traditional competitors. To the disappointment of their fans, they were behind their rivals Atlético-MG in the networks. However, they performed well in the Top 10 on all three social media platforms. This isn’t the only team improving; Remo has recently experienced a promotion to the second division, finishing in 18th position overall with a total of 283,000 interactions.

Shirt Success

Cruzeiro has a new shirt to add to their wardrobe, thanks to a collaboration between the club and adidas. And their success this week has been mainly fueled by this new shirt, which received 447,000 Instagram interactions in 24 hours on March 11th, accounting for 43% of the club’s overall interactions.

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PALMEIRAS, CHAMPIONS OF THE BRAZILIAN CUP, REMAIN A RUNNER-UP TO FLAMENGO

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Despite Palmeira’s victory at the Copa do Brasil finals, Facebook, Twitter, and Instagram are all down, following Flamengo’s amazing victory at the Brazilian Championship the week before. The total number of interactions decreased by 38%, resulting in 27.8 million interactions. Instagram was hit the hardest, with a 40% drop overall, whilst Facebook and Twitter both fell by 33%.

Digital Title Celebration – Direct Comparison

With two national titles secured in two weeks, a comparison of the clubs’ digital power of the clubs is unavoidable. Flamengo has achieved an impressive number of 40 million interactions, with a loss of leadership in all social media analysed. Flamengo had 11.77 million interactions, while Palmeiras had just 10 million. Despite becoming Brazilian Cup champions on Sunday, Palmeiras is still a few steps behind, and will not overtake Flamengo this week. However, there is light at the end of the tunnel for Palmeiras as they defeated Flamengo on Facebook this week. Palmeiras gained 1.76 million interactions compared to Flamengo who received 924,000 this week. 

Despite winning the Brazilian Cup on Sunday, Palmeiras is still a few steps behind Flamengo and will not be able to catch up this week. Palmeiras, on the other hand, saw some light at the end of the tunnel this week, as they beat Flamengo on Facebook, receiving 1.76 million likes to Flamengo’s 924,000.

End of the Brasileirão x Start of the State Championships

Everything, including the Brasileirão, must come to an end, with some teams being impacted more than others. Thirteen of the teams saw a decrease in results from the previous week. With the start of the State Championship and a large rise of 62% in interactions for Palmeiras in the Copa do Brasil final, things are looking up. However, the runner-up, Grêmio was not so fortunate, as their performance fell by 30% from the previous week.

Stability

Santos has taken the term “consistency is key” very seriously, receiving 2.6 million, 2.57 million, 2.63 million, and 2.65 million in the last four weeks with very little difference. The club finished the last round in 5th, 2nd, 7th, and 5th place, respectively, thanks to their recent results. Santos isn’t the only team that has remained consistent; Corinthians, despite a small decrease previously, has maintained a 3.5 million average since the end of January until now. The Corinthians saw a small rise in performance this week, rising to 3.78 million from 2.97 million the week before.

Together

This week, Vasco and Botafogo were both relegated to Serie B, but that isn’t the only thing they have in common; their performances this week were very close.  Vasco received 990,000 interactions, with Botafogo coming in second with 883,000. Botafogo had a victory this week in the State of Carioca’s inaugural round, whilst Vasco was defeated. Vasco, on the other hand, has over 110 thousand Instagram interactions. On Facebook, Botafogo received 128,000 interactions compared to Vasco’s 118,000. Vasco and Botafogo battled it out on Twitter, with Vasco coming out on top with 136,000 to Botafogo’s 129,000 interactions.

Serie B

Starting next week, Series B will be evaluated and its teams will compete for a place in the Weekly Interaction Ranking. Cruzeiro will play another year in Serie B, and this week on Instagram, they will be in 10th place, beating Vasco with 697,000 interactions. Vitória would beat Athletico-PR, while CSA and Cuiabá would conquer Goiás, Bragantino, Coritiba and Atlético-GO.

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FLAMENGO RETAIN LEAGUE TITLE AND THEIR FANS TAKE TO SOCIAL MEDIA TO CELEBRATE

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We saw some huge results in our weekly look at the Campeonato Brasileirão Série A’s performances and their clubs on the major social media platforms: Facebook, Twitter, and Instagram, with the final round of the Brasileirão taking place and the title decided. 

Despite Flamengo nervous 2-1 defeat to Sao Paulo they still clinched the league title on the final day after challengers Internacional could only draw 0-0 at home to Corinthians.

Flamengo also remains the rightful ruler of the leaderboard this week, with a remarkable 40 million interactions! This performance accounts for a massive 54.35% of interactions this week, a week that resulted in a new record of 73.58 million total interactions.

Instagram saw a massive rise of 49.2 % in interactions this week, more than double their interactions from last week. The progress doesn’t stop there. Facebook saw a huge rise in interactions, from 28.1 million to 57.1 million, a 59.8% increase. This week, Twitter beat Facebook and Instagram to the punch, receiving a 69.2% increase in interactions from the previous week.

The end of this year’s Brasileirão

The Brasileirão had to bid us farewell this week, with the final round taking place on the 25th and 26th of February. Fans took to social media to celebrate the fantastic season, resulting in 29.66 million interactions on Instagram alone. This result outperforms the overall interactions for the week of November 2nd to 9th, which reached 29.60 million across the three social networks combined.

Broad Growth

The decisive moment of the championship really made the fans prove their devotion to their teams this week. Thirteen of these clubs have been growing in the last seven days. In addition to Flamengo’s growth of 239%, Grêmio increased by an impressive 427%. Then led by Atlético-MG with 315% and Botafogo with 307%. As we travel further down the list, we have Ceará with an incredible 223% and Atlético-GO with 130%. Bahia was able to hit double digits this week with 93%, International with 55.5%, and Palmeiras with 53%. Redbull Bragantino earned a 51% rise, and in the bottom three we saw Vasco with 36.6%, Fluminense with 36.2 %, and finally São Paulo with 26.5 %.

In the opposite direction

Unfortunately, it wasn’t all positive news as the results of three unfortunate clubs declined. Fortaleza earned a slight decrease of 13.1%, followed by Sport with a decrease of 34.2 %. Goiás really struggled with a big drop of 55.7 % this week. At the same time, the three clubs entered the last round without any pretensions. Fortaleza and Sport were now exempt from relegation, while Goiás had already been demoted. Although Santos, Corinthians, Athlético-PR, and Coritiba didn’t decline in results, their performance this week didn’t lead to any growth.

Flamengo x The Rest

The peaks of the week are not shocking, as Flamengo features in every one of them this week due to their incredible performance. Flamengo earned 33.17 million interactions this week on Instagram, crushing all 19 teams that had achieved a total of 23.92 million.

Flamengo also had success on Facebook and Twitter, despite the fact that the team didn’t outperform the other teams in terms of total interactions. On Facebook, Flamengo received 3.2 million interactions, while the other 19 teams received 5.6 million. On Twitter, it was a close call, with Flamengo gaining 3.59 million interactions compared to 4.05 million for the other teams.

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FLAMENGO REMAIN ON THEIR GUARD AS PALMEIRAS CLIMBS TO THE TOP LEADERBOARD

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Palmeiras have really cleaned up their act from last week as they climb to the top of the table for Facebook and Twitter interactions. This significant rise can almost certainly be attributed to their amazing last gasp win in the Copa Libertadores. Flamengo remains at the top of Instagram interactions, however they will have to be at the top of their game as Palmeiras climbs to second place.

In honour of our ongoing relationship with MKT Esportivo in Brazil, we will continue to publish a weekly update on the clubs at Campeonato Brasileiro Série A on Facebook, Instagram and Twitter.

Below are statistics for the 27th of January – 2nd of February 2021 on Facebook, Twitter and Instagram… with a near first place rivalry unfolding.

CONCENTRATION OF INTERACTIONS

Fifteen clubs are losing the fight for interactions, with just five clubs seeing an improvement in interactions over the past week. The Palmeiras, star club of the week and their opponent, Flamengo, were two of the successes. Followed by Santos, Atletico-MG and Bahia.

Palmeiras, Flamengo and Santos’ interactions, when combined, increased dramatically by 22 million interactions compared to last week. Galo and Bahia followed suit with a subtle rise of 780,000 interactions over the previous week.

TITLE OF THE LIBERTADORES HELPED

Palmeiras may have the title of Copa Libertadores to thank for its performance in the Facebook and Twitter rankings. After this title, the club got an increase of 13.59 million interactions in the last week. In addition to this huge result, they have had an impressive 5.58% engagement rate with their Instagram followers.

DESPITE THE TITLE …

Despite Palmeira’s performance in winning the Libertadores, this was apparently not enough to dominate the weekly ranking. Flamengo remains in at least one spot in the weekly ranking. Flamengo has retained its spot on Instagram with an astounding 11,92 million interactions. These results may have been attributed to their success against Grêmio. This match led Flamengo to cross almost 5 million interactions in just 24 hours!

THE RUNNERS-UP ALSO HAD A GOOD PERFORMANCE

While they were defeated in the final Copa Libertadores, Santos created an increase of 4.77 million interactions. Despite their loss, they should still be proud as they had the second-largest increase. Santos became the leader of the interactions on Wednesday, January 27th. The winning team earned 1 million interactions from images of the delegation heading for the deciding match against Palmeiras.

Saturday was the final in Maracanã, where Santos got 2.55 million interactions. Unfortunately, this was put in second place, with Palmeiras earning 3.24 million. Despite the unfortunate defeat on Saturday, Santos still had a reason to celebrate the weekend.  As they had 223,000 interactions on Sunday, 329,000 on Monday, and 353,000 on Tuesday!

REGIONAL ANALYSIS

Ceará

In Fortaleza, Ceará upholds their reputation as they continue to dominate over its competition. It may seem a long time ago but in the last week of November, Ceará was loosing against their archrival by just a 1,000 interactions. 

Rio de Janeiro

Vasco remains in second place, which may be a shock to some due to a 44% decrease in interactions. However, Vasco’s weekly numbers are almost double of Fluminense, who reached 884,000 interactions in the last 7 days. Unfortunately, Botafogo performance continues to decrease with a total of 328,000 interactions. Therefore, resulting in their second-worst performance since these rankings were developed. 

HIGHLIGHTS OF THE WEEK

Instagrams highlight of the week was Friday, January 27th. Flamengo’s incredible victory against Grêmio led to Flamengo’s having the best daily performance of a Brazilain club. Congratulations to Flamengo, who has got 4.51 million interactions! This isn’t the only positive news for this team. They also defeated the winner of Libertadores, Palmeiras, who has a total of 1.65 million interactions.

On Saturday, the Facebook highlight included Palmeiras, the leader in Facebook interactions in our social media table. Palmeiras managed 1.71 million interactions on 28 January, followed by 1.65 million interactions on the following day. 

Palmeiras is also the leader of Twitter interactions this week, making it fitting that they are the highlight of the week. This victorious team received 781,000 interactions on Saturday alone due to winning the Copa Libertadores.

WE CAN FINISH THIS WEEK ON A HAPPY NOTE

This past week saw a huge jump in interactions of 55.79 million, a rise of 38% compared to the previous week. The average interactions over the last seven weeks amounted to 38 million, indicating a major increase this week.

All three of the social networks have raised their overall interaction over the course of this week. For example, Facebook created a 57% increase to 9.7 million interactions. Instagram maintains its infamous reputation as having crossed over 40 million interactions. The result was an average rise of 37% compared to last week. Finally, Twitter is third, with a substantial rise of 19%.

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FLAMENGO MAKE A COMEBACK IN THIS WEEK’S SOCIAL MEDIA TABLE

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Normal service resumed as the Flamengo’s soared back to the top of our leaderboard! This wasn’t the only surprise for our league. As we have welcomed S.C. Internacional to the top of the leaderboard, who was 15th in the middle of November but evidently has some tricks up their sleeve! In honour of our ongoing relationship with MKT Esportivo in Brazil, we will continue to publish a weekly update on the clubs at Campeonato Brasileiro Série A on Facebook, Instagram and Twitter.

Below are statistics for the 20th – 26th of January 2021 across Facebook, Twitter and Instagram…. with some familiar logos returning to the top of our rankings.

LIBERTADORES FINAL

We usually hear bad things about the morning after, not the night before!  Santos and Palmeiras experienced a drop in all social networks the night before the Copa Libertadores final. Santos had great success last week, but their lucky run could have ended with a 55% decline in interactions and a total of 3.86 million interactions, coming in third overall. Palmeiras was also negatively impacted, with a similar decline of 56% and a total of 2.97 million interactions, coming in sixth place.

ON THE OTHER HAND…

On a more optimistic note, this week, Internacional has made a huge impact! The team’s fantastic success really brought their followers to behave like a tight-knit community on all three social media platforms. Internacional made it to the top after their match against São Paulo, where they won 5-1 from home. It is also important to remember their great victory over Grêmio. This wave of victory ended the team’s eleven-game drought and helped them to achieve an incredible 2nd place overall. Colorado has crossed an impressive 5.05 million interactions across all three social media networks, they have become Facebook’s leader of interactions!

LEADER ONCE AGAIN

Where has Flamengo been? They have broken tradition lately, as they haven’t been in the leadership for three weeks. But they’re now back on the throne, where they’ve been positioned since the first weekly ranking. This football team came back with a bang – 11.11 million interactions representing an increase of 57.5% from the previous week. They have shattered the glass ceiling of 10 million interactions, which has only be done by Rubro-Negro. Welcome back Flamengo!

LOCAL RIVALRIES

São Paulo stands out as the only one of the big four in the city to boost its performance by a modest 28%. The Corinthians, Palmeiras, and Santos let the city down slightly as their performance dropped. 

In Rio, Vasco has been very active in its battle against relegation, rising by a total of 56%. They have maintained their reputation for getting a good digital performance as they collected 2.56 million interactions.

Fluminense, on the other hand, with good chances of Libertadores, improved marginally by 21% compared to the previous weeks. Tricolor’s success this week resulted in a stable number of 1.09 million interactions, which is very close to their average of 982,000 for the last 8 weeks. In the context of the Ceara conflict, it proceeds to take advantage of Fortaleza. However, in Curitiba, Althletico PR is said to dominate Coritiba. 

HIGHLIGHTS OF THE WEEK

Friday retains its status as the best day of the week! Friday, January 22nd, was the next day after Flamengo’s win over Palmeiras, and it’s the day they went to first place for Instagram interactions. The winning team hit a mighty 4.8 million interactions in those twenty-four hours!

The highlight of the week was offered to Internacional by Facebook, which reached 471,000 interactions on Sunday 24th. Colorado also defeated their arch nemesis Grêmio, helping them to secure a spot in the leadership of the Brasileirão.

Twitter’s highlight of the week was also crowned by Internacional, and the win over São Paulo in Morumbi allowed the Colorados to reach an amazing 432,000 interactions on Thursday 21st January. 

OVERALL FIGURES HAVE TAKEN A SMALL HIT

Overall, Facebook saw a drop of 11.2 % in the amount of interactions relative to the previous week. We found that Palmeiras, Santos and Corinthians had reduced their interactions by 2.81 million. On the other hand, we saw that 17 clubs strengthened their performance this week. The growth of these 17 clubs was slightly over 2 million, which gives us hope for next week’s figures!

Another piece of positive news, Twitter’s interactions have improved by 9.6%. This rise is also attributed to the 17 clubs that have improved this week. And subsequently, Instagram experienced a modest rise of 3.7% and a total of 29.09 million interactions.

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SANTOS MAKES HISTORY WHILST BEING FIRST ON THE SOCIAL MEDIA TABLE

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After a historic week for the club, Santos fans made themselves heard on social media, hitting record numbers and putting the club top of our league! In honour of our ongoing relationship with MKT Esportivo in Brazil, we will continue to publish a weekly update on the clubs at Campeonato Brasileiro Série A on Facebook, Instagram and Twitter.

SANTOS TAKES THE LEAD!

This week Santos was channelling their mascot, the Big Fish, as they glided through to the Copa Libertadores finals. Santos, with 8.59 million interactions, was the fourth team to hit the top of the weekly metrics ranking since it was released.

The performance of Santos didn’t just end there! They did the impossible feat by defeating Flamengo on Instagram. Santos achieved 6.05 million interactions this week, beating the Rio team by more than 345,000 interactions. Santos also set a new record on Facebook this week, with an 87% rise in interactions compared to last week.

SUCCESS FOR PALMEIRAS

Palmeiras was the opposition of Santos in the final of the Copa Libertadores. Not only did they hit a milestone of 2.4 million Facebook interactions, but they also set a new social network interaction record in just one week!

Thanks to the team’s talent, they won 4-0 over their arch nemesis: Corinthians. This remarkable victory led Palmerias to cross 1.2 million interactions. While the football team is third on the Instagram leaderboard, they are still growing as they have since gained 87,000 extra interactions.

STRENGTH IN DEFEAT

The great victory of Corinthians against Fluminense on January 13th was not the only win for the club. They have seen a 143% spike across the 3 social networking sites. 

While Corinthians have had great success, they have also suffered a great loss this week. Corinthians’ loss against Palmerias will have hurt their confidence.

However, they have had some success through social media – receiving, in total, 4.86 million interactions on Instagram, and 2.05 million of those interactions, as a result of the losses they experienced. Corinthians humbly embraced defeat with a post and received 300,000 interactions from their patriotic fans. 

Nine of the twenty teams analysed this week have encountered a decline in their social media interactions over the past seven days, casting a negative light on the performance of the North-Eastern Teams. For instance, Ceará and Sport experienced a decline of 64%, Bahia with minus 50%, Vasco and Fortaleza followed by a decline of 47%, Fluminense -45%, São Paulo and Botafogo -31% and finally Athletico PR with a slight decline of 25%. 

HIGHLIGHTS OF THE WEEK

Flamengo was featured on Instagram’s highlight of the week. This is due to their 3-0 win on the 19th against Goiás, inspiring their fans to interact with Flamengo’s official online profile, leading them to 2.89 million interactions.

Facebook highlighted one of the stars for this week’s social media table, Palmeiras. This is due to the 1 million interactions they’ve gained since leaving the Cotherinains game victorious. Although this may prove that we should take everything with a pinch of salt, as the losing team earned more than 2.05 million interactions after the game. Twitter highlighted 346,000 thousand interactions when Santos celebrated its place at the Copa Libertadores final on Thursday, the 14th.

OVERALL FIGURES CONTINUE TO CLIMB!

The statistics from 13 to 19 January 2021 were highly successful due to the 39.63 million cumulative interactions received. This is a significant increase of 14.62% compared to the previous week, courtesy of the following clubs:

  • Corinthians (143%)
  • Santos (87%)
  • Flamengo (22%)
  • Internacional (21%)
  • Palmeiras (11%) 
  • Atlético-MG (5%)

Since we have more time on our hands, we tend to use social media more. This is certainly the case this week, particularly for Instagram, which had more than 28.05 million interactions. This was reported to be 70% of the total interactions this week and an improvement of 13.3% compared to the previous 6th-12th January 2021 report.

Facebook experienced the greatest percentage increase in interactions (18.5%), followed by Twitter (16.9%) and Instagram (13.3%).

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The Brasileiro Social Media Table – Amazing Vasco, and Palmeiras top of the league

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As part of our ongoing partnership with MKT Esportivo in Brazil, we continue to report on the weekly performance of clubs in Campeonato Brasileiro Série A on all 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.

Below are the statistics for the 6th – 12th January 2021 across Facebook, Twitter and Instagram…and there has been a change in the name at the top once again.

A NEW LEADER

With 6.04 million interactions, Palmeiras was the club that saw the most social media interactions across the three social media networks analyzed in the last week. The club reached an impressive 1.94M interactions on Facebook alone. That is 33% of all the total interactions of Brazilian clubs on the social network. The club was also the leader on Twitter (617K) in front of a surprising Vasco (610k).

GOING THROUGH A BAD PHASE

We’re used to seeing the club at the top of this table, but Flamengo fans have seen a drop not only on the field but here too. The club’s performance went up 17.2% compared to the last two weeks, but Flamengo was 4th on Facebook – behind Palmeiras, Santos and São Paulo. Whilst on Twitter it was 3rd and, for the first time, it was surpassed by a carioca rival: Vasco. (497k x 610k). The Rio club did manage to maintain its leadership on Instagram with a slight advantage and an improvement of 800k interactions over the previous week.

AMAZING VASCO

2nd on Twitter. 5th on Facebook and 6th on Instagram! This was Vasco’s best performance on each of the social media networks. Despite the team fighting at the bottom of the table in the Brasileirão, the club’s digital work has enabled the club to surpass its rivals Flamengo on Twitter. The club’s total performance this week (3.23 M of interactions) represents an increase of almost 50% compared to the numbers achieved in the last two weeks and this is the best it’s been since the ranking was created.

WIFI RELEASED FOR SUPPORTERS?

In the two weeks between December 23 and January 6, Santos had 4.49M total interactions. But in this last week alone they lept to 4.57M. Did they boost the wifi for Santos’ supporters or did they partner with a new internet company??

FEW FAIL

It was a good week for most clubs. Only São Paulo dropped from an average of 5M total interactions to 3.31M in this time period.

And the overwhelming defeat to Vasco led to Botafogo having their WORST performance on the January, 12th. The club had only 205 interactions at Twitter.

HIGHLIGHTS OF THE WEEK

On Instagram, the highlight of the week was Flamengo with 1.25M of interactions on Wednesday, the day the club lost the derby to Fluminense. The design they made, calling on fans to watch the game, reached a total of 200k interactions. On Facebook the highlight of the week was for Palmeiras, also on Wednesday 6th, with 941k interactions.

The number was helped by the euphoria of their fans after victory in the first leg of their Libertadores semi final – winning 3-0 over River Plate. On Twitter, Vasco was the highlight of the week with 304k interactions. Their performance came thanks to the 3-0 win over Botafogo.

OVERALL FIGURES FOR THE LEAGUE GO UP

The clubs overall saw an increase of 27% in the total number of interactions compared with the average in the period between December 23 and January 5. That increase was led by Twitter with a 34% increase (total 3.95M), 29% on Facebook (5.87M) and 25% on Instagram (24.75M).

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To find out more about Samba Digital, get in touch with us via our Contacts Page.