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:

View this post on Instagram

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.

Top LATAM clubs total 3.66 billion interactions in 2021

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These figures take into account likes, reports, and comments on posts from clubs in six countries on the three major social networks.

There were 3.66 billion interactions in 862 thousand posts. This impressive figure represents the total number of interactions from first division clubs in Argentina, Brazil, Chile, Colombia, Mexico, and Uruguay on Facebook, Twitter, and Instagram, the three most popular social networks among supporters, throughout 2021.

Brazil, the most populous country among those studied – with 212.6 million residents – gained slightly over 2.3 billion and accounted for 62.8% of total interactions in the study. Along with Brazil, despite being more populated than Argentina, Mexico, with 129 million inhabitants, added up to 384.6 million interactions, trailing the 617 million interactions produced by Argentines, whose country has roughly 46 million individuals.

Flamengo’s success

Flamengo really stands out among the clubs. The Rio de Janeiro club led the three major social networks with 754.3 million interactions despite failing to win the Brazilian Championship, Copa Libertadores da América, and Copa do Brasil, the three major competitions on the Brazilian club calendar.

Credit: Alexandre Vidal / Flamengo Flickr

Of course, we couldn’t forget Bernardo Monteiro, Communications Director at Clube de Regatas Flamengo, who praised the big numbers and spoke a little about the association’s commitment to the digital universe:

“Since we took over the management of the networks, in January 2019, we were committed to consolidating Flamengo’s hegemony in social networks. We have the biggest fan base in the world, with more than 42 million fans and we believe that, by delivering better quality content, in multiple formats of consumption and with increasing coverage, fans not only get closer to the club but also to use Flamengo’s official channels as their main source of information and to be possible, the consistency of the work needs to be maintained”, stated Bernardo Monteiro.

Bernardo highlighted that consistency of material in many formats, such as journalistic content and entertainment content, as well as other genres, ensure growth and audience retention.

“The results shown in the metric rankings are true reveals of the stratospheric engagement of the Flamengo fans!”, he concluded.

River: the Argentinian highlight

River Plate of Argentina is another club that came out on top in 2021. When we consider that five out of every six persons are Brazilians and only one is argentine, the Argentine club has a strong engagement rate with 319 million interactions throughout the year.

In fact, River Plate, the second-most-interacted-with club on Twitter, is the only team to break through Brazil’s domination on the social network. Surprisingly, Boca Juniors is the next team on Twitter outside the Brazilians, at 12th place.

Learn more about River Plate’s rise in the LATAM standings by clicking here.

Mexico, with a population 2.6 times greater than Argentina, saw much higher numbers on Facebook, but not on Instagram, where it experienced 2.4 times lower numbers. Belonging to North America, unlike the other countries analyzed, Mexico experienced a change in behavior in interactions throughout 2021. In the first half of the year, Facebook typically had more interactions across the months than Instagram. However, the situation progressively shifted, and Instagram concluded 2021 with 194.3 million engagements, compared to Facebook’s 151.1 million.

Video Views

It is vital to note that when we talk about interactions, we only take into account likes, reposts, and comments on posts and videos. Interactions are not counted for video views.

Using Instagram and Facebook, the six countries total 4.43 billion views of slightly more than 115,000 videos posted in 2021. It is wrong to believe that the number of views is bigger since Instagram interactions are considerably more.

Facebook has a superior track record with 2.53 billion views than Instagram, which has 1.89 billion. Mexico is primarily responsible for this disparity, as Facebook had 1.14 billion views compared to only 104 million for Instagram. In addition to Mexico, Chile and Colombia were among the countries with the highest number of users on Facebook. Brazil, Argentina, and Uruguay already exhibit the opposite pattern when it comes to video consumption

River Plate climbs the LATAM standings, while Flamengo falls

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This month’s look at the performance of our LATAM club rankings on the key social media platforms: Facebook, Twitter, and Instagram revealed a few surprises. October brought fantastic news, as the Spooky month exceeded September by 13 million interactions. Surprisingly, Brazil, the nation with the most interactions among those studied, was the only one with a more pronounced reduction in comparison to the others. This country received slightly more than 5 million fewer Instagram interactions and nearly 1 million fewer Twitter interactions. While their Brazilian neighbours declined, the Argentines rose to second place, with 47.4 million interactions on Instagram Stories, and almost reached an impressive 49 million in May. 

To stay up to speed on our LATAM Rankings, read September’s LATAM Ranking leaderboard here.

Brazil

Flamengo has surpassed the 4 million daily engagement threshold on Instagram for the second time. It ensured the club’s 10th place in front of Club América on these two days, and its monthly Instagram performance. Interactions on the 13th were captured in a video recorded behind the goal during Andreas Pereira’s spectacular free-kick against Juevntude. The win over rival Atlético-MG, the Championship leader, the other day was a fantastic effort. Flamengo’s chances of becoming the tri champion were maintained thanks to this stunning victory.

Unfortunately for Brazil, there was a drop of little more than 5 million Instagram engagements compared to September’s total of 163 million. The losses of Flamengo (-9 million) and Corinthians (-12 million) underline this performance. In October, though, there were some bright spots. Atlético-MG and Santos both gained 4 million. Not only that, but among other cities, São Paulo gained 2 million, International got 1.4 million, and Fortaleza gained 1.3 million, helping to offset the loss.

Argentina

We returned to the stadium after 583 days away from the squad to watch a derby against their main rival, Boca Juniors, which they won 2-1. River Plate was the only team – aside from Flamengo! – to have more than 4 million interactions in a single day, which delighted the fans. In total, 4.05 million interactions were recorded, putting Corinthians (BRA) in second place by little more than 400 thousand interactions.

Another significant aspect was River Plate’s dominance on Facebook. They gained 3.3 million interactions compared to 3 million for Flamengo, the team that usually appears in first place. When we consider that Argentina had 5.88 million overall interactions on Facebook, with 3.3 million from River Plate and 656 thousand from Boca Juniors, the data reveals a concentration of concerning interactions and a need for other major football teams to increase content and engage with their audiences.

Learn more about Argentina’s most recent news, including their match against Italy as UEFA and Conmebol deepen their partnership.

Mexico

Previously Facebook and Instagram had the same number of interactions relating to Liga MX teams. But Instagram has begun to stand out, and by October, it had narrowed the gap to just over 8 million: (17.55 million x 9.66 million).

While the monthly record in Brazil and Argentina was over 4 million interactions, Mexico’s monthly peak on October 3rd was 789 thousand interactions. This monthly high was achieved thanks to Club America’s 2-0 Liga MX victory over Pumas in the 12th round.

Video consumption

Brazilian teams make the most use of videos on their Instagram pages. There were 2050 clubs, compared to 1241 Mexican clubs and over 1000 Argentine clubs. Brazilian clubs received approximately 100 million views, 96.4 million to be exact. One thing to remember is that interactions do not include views. In comparison, the 1000 Argentine videos earned 33.37 million views, while the 1241 Mexican videos received only 7.63 million. This impressive result accounted for 50% of Club America’s submissions, which totaled 87 videos.

Colombia

Colombian clubs were the only ones who did not rank among the top 20 on social media. With the exception of Atletico Nacional, which has won the 17th position on our rankings. The country has yet to regain its interaction rates prior to the devastating protests, and it is the sixth month in a row that the country has failed to surpass a million Twitter interactions.

Facebook crowned as the Official Social Media Supplier for the 2023 Rugby World Cup

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A partnership between France 2023 and Facebook has been announced, with Facebook serving as the Official Social Media Services Supplier of the Rugby World Cup France 2023, which will take place in France and be watched by fans around the world. Announcing its involvement in the Rugby World Cup France 2023, Facebook will be entrusted with helping the tournament’s goal to make it an event for sharing and celebration around the globe.

For the first time in Rugby World Cup history, an Official Social Media Service Provider will be present. This official role will highlight the sport’s growing popularity as well as give innovative ways to provide access to fans. Fans will be able to connect together on Facebook to follow their favorite teams and players on a regular basis. Users can gain information from the organizers and show their enthusiasm for rugby before, during, and after the competition.

As the Official Social Media Services Provider, Facebook will be launching a flood of new services in the coming months. With AR filters and Lives, it will generate excitement for the event and reach a new generation of Rugby fans.

Two years to go 

Last Monday, Facebook streamed a live video to honor and kick off the “two years to go” countdown to the Rugby World Cup 2023. On their way to the opening match at the Stade de France, fans were able to go behind the scenes of Rugby World Cup 2023, which pitted hosts France against three-time champions New Zealand. This stream featured well-known guests and personalities who shared their excitement and knowledge of this historic athletic event. This was also a chance to learn more about the ten French cities that hosted the event. Because of this international digital strategy, this broadcast is also ready to welcome fans from all over the world.

Find out more about the latest French news, including Betclic’s sponsorship of the French Football Federation.

Campus 2023

As part of Campus 2023, Facebook will not only provide a live stream of the event but will also teach over 3,000 young apprentices. France 2023 launched this innovative apprenticeship program to educate a new generation of French sports professionals. Not only that but the program intends to provide new resources for sports clubs and regional leagues. As a result of this collaboration, Facebook intends to build a community and provide free digital training to new users.

Learn more about Facebook’s most recent moves, including its new podcast features, by clicking here.

Rugby fans will remember the Rugby World Cup France 2023 as a moment to share, whether they’re roaring at the stadium or on the edge of their seats at home. As the world’s largest virtual stadium, Facebook is the place to be.  Through this collaboration, Facebook will be able to bring Rugby fans closer together while also offering them new and interesting experiences.

Flamengo sets a new record as Facebook interactions decline

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Monthly, we rate clubs from Brazil, Mexico, Argentina, Uruguay, Chile, and Columbia in our LATAM club rankings. After the return of matches in Argentina in July after a temporary delay, a new high was reached since the rankings began. This is a tremendous feat for Flamengo, who has always been a strong club in our rankings. This new record has surely boosted Flamengo’s reputation, considering the squad did not even reach these figures when they were declared Brazilian champions at the end of February. Incredibly, this team racked over 69 million Instagram interactions, the new record in our leaderboard. As a result, Flamengo has maintained its great reputation by setting a new record for all Latin American teams. Flamengo had already won 63 million, a record for any team at that point in time.

To learn more about Samba’s Monthly LATAM Rankings, including Flamengo’s continued dominance as matches restart, click here.

Few clubs have been able to break this new record, with only São Paulo getting close in May, with 38 million on Instagram, demonstrating how significant this achievement is. Unfortunately, it is not all good news for all these teams this month; Colombia is the only country without a representative in the Top 20. Colombia came up short with just more than 13.79 million interactions, causing the team to drop out of the Top 20.

River and Argentina

River Plate’s elimination from the Copa Libertadores in favor of Atlético-MG has resulted in a decrease in interactions for the Argentine squad. Despite having 24 million Instagram engagements, River saw a 22% dip in interactions on July 2nd. Argentina’s social media activity has decreased across all three platforms as a result of their absence from the Copa Libertadores semifinals.

When it comes to Instagram interactions, Boca Juniors witnessed an increase of just 21%. A similar gain of 13% was seen on Twitter, despite a decrease from 11th to 13th place in the rankings. This is not all, they also saw a significant drop of 17% on Facebook, ​which rose from 12th to 11th place in the rankings from the previous month.

Consumption division

Even with a smaller user base, Twitter already outperforms Facebook in Brazil, accounting for 30% of all interactions. In Argentina and Uruguay, the same is true, with Twitter having more interactions than Facebook. In Mexico, Twitter still has a long way to go. This popular platform only represents 32.7% of all interactions between Mexican clubs on Facebook. On the topic of this platform it’s worth recalling that until May, Facebook was the most popular social network in Mexico. However, this platform didn’t keep its crown for long as it was overtaken by Instagram in June, July, and August.

General Numbers – Twitter

Like Instagram, Flamengo also smashed the monthly record with 8.47 million interactions. After winning their second consecutive Brazilian title, Rio de Janeiro’s club gained 8 million in one month, breaking the previous record set by the club. Again, River Plate and Cruz Azul were the only non-Brazilian teams to make it into Twitter’s Top 10. In terms of River Plate, they have managed to climb to the fifth rank despite a decline of 700,000 interactions from July’s second spot.

Although Cruz Azul had 200 thousand fewer interactions, it went from tenth to the eighth rank in a matter of weeks. Due to this small improvement, they even passed Rio de Janeiro Vasco and Fluminense in the standings. Both Colombians and Uruguayans were unable to reach the 20th rank this year. Not only that but both Colo Colo and Atlético Nacional saw elimination from the ranking with 206,000 and 202,000 interactions respectively.

Find out more about our Monthly Rankings, in which we rank sports betting houses, with Sportsbetio taking first place.

An year of decline for Facebook

Users appear to have abandoned Facebook when it comes to communicating with their clubs. August has the fewest interactions of all the months since the beginning, with 37.55 million compared to 69.2 million in January. Only in the month when football was temporary on hold in Argentina and Colombia did Facebook triumph.

Chile

When it comes to rankings, Chile does not typically place in the Top 20. However, it surprised the world by placing Colo Colo at 13th with 804,000 interactions. After a great performance in both the Copa Chile and Chilean Championship, fans have a reason to be optimistic. Thanks to their performance Chile’s interactions have grown on all three platforms. Impressively they increased by 30% on Facebook, 32% on Twitter, and 22% on Instagram when compared to the previous month.

Uruguay

Peñarol took advantage of Uruguay’s statistics, accounting for nearly 70% of the country’s total Instagram interactions. With these impressive percentages in mind, Peñarol finished 18th as a consequence of the results. In terms of Twitter, Uruguay is ranked 17th, with 66% of all interactions coming from Uruguay.

As matches resume, Flamengo maintain their lead in the LATAM rankings

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On a monthly basis, we rate clubs from Brazil, Mexico, Argentina, Uruguay, Chile, and Columbia in our LATAM club rankings. The Colombian Championship caused a disruption in June, resulting in an absence of matches in Argentina. With this in mind, and in light of the Liga MX’s end, the number of interactions has dropped to its lowest point of 243 million since the ranking began. In July, however, the matches returned to Argentina, and viewership climbed with games in Colombia, not to mention the start of the Copa Libertadores da América following a pause for the Copa América.

Learn more about the LATAM Rankings, as well as Flamengo’s recent achievements.

General Numbers

After the Colombian Championship was interrupted in July, the rankings gradually recovered, and Instagram, Twitter, and Facebook saw some interesting results. On Instagram, all six alternate nations of interactions had a modest 39% increase from June to July. Of course, there’s more, as Instagram accounted for a whopping 77% of all interactions in July.

Instagram wasn’t the only social media site to see success. In comparison to July, Facebook and Twitter both saw an increase in engagements. The number of interactions on Facebook jumped from 34.8 million to a whopping 43.96 million. Twitter, too, increased from 24.46 million to 32.06 million engagements. However, it is not all good news for Twitter. The platform continues to struggle to expand in Colombia and Chile, where the figures are only slightly higher. In terms of growth, Facebook saw a 9.1 million increase from one year to the next, with the majority of this growth occurring in Mexico and Argentina. Brazil, despite accounting for 40% of total interactions, had a drop in the platform’s overall number of interactions. 

Flamengo’s dominance is undeniable

Flamengo reached an astonishing 62.97 million interactions in July. This is an increase from 38.8 million in June and 54.03 million in May. This increase is thanks to the arrival of Renato Gacho, Flamengo’s new Manager, and his consecutive victories by rout. The Rio de Janeiro club has complete control of all social media platforms and engages in social and digital distancing in practically all of them.

Fla x Cruz Azul on Facebook

Only Cruz Azul (MEX), which had been without a title for a long time, has broken its dry spell. The club has gotten its followers to engage in an incredible 4.08 million interactions and came close to matching Facebook. Cruz Azul was on the verge of moving to Flamengo’s place for the second month in a row, with only 531 encounters separating them in June.

Cruz Azul hit its highest point on July 18th, with a total of 882,000 contacts. Flamengo, on the other hand, fell short of the 882 thousand mark, with its greatest performance on Facebook hitting 380,000 engagements. River was in third place with 700 thousand fewer interactions than Flamengo. However, they did exceed Flamengo in the daily peak with 460 thousand engagements after the Copa Libertadores triumph over Argentino Jrs.

Equality only on Facebook

There is definitely a pattern emerging in our leaderboard. Five of the clubs on Facebook are Brazilian, four are Mexican, and one is from Argentina. These clubs have also taken over Twitter’s top ten, with eight of the ten being Brazilians. Not only that, but seven of the top ten clubs on Instagram are Brazilian, two are Argentine, and one is Mexican.

Uruguayan presence

Despite the fact that it has been a mixed bag, Uruguay has come out on top. Uruguay has finally landed in the top 20 on Instagram, the social media platform with the highest rate of interactions. Peñarol, which beat Nacional in the Copa Sudamericana, surpassed Independiente (ARG) in terms of interactions with 2.87 million. They were not only successful on Instagram, but also on Twitter, where Peñarol was ranked 15th and Nacional was ranked 19th.

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

Facebook introduces new podcast listening features

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Facebook has released another update, this time announcing that it will begin rolling out its podcast product on June 22nd. Although we may have to wait, listeners will soon be able to create snippets from their favorite shows. According to an email issued to podcast page owners, broadcasters can connect their show’s RSS feed to Facebook, which will then automatically generate News Feed updates for all future episodes. These episodes will display on a podcast tab that does not appear to be active at the time of writing. However, Facebook hinted at a larger announcement on audio projects in April, so it’s not all bad news.

This has been in the works for a while, with Podnews first reporting the date earlier this month. Facebook also confirmed with The Verge that just a small number of page owners will be able to participate. However, these emails are still going to more page owners, indicating that the distribution may be larger than we anticipated.

Podcasters who publish on this rapidly expanding social media platform will be bound by Facebook’s podcast terms of service. These new service rules are fairly common contract provisions. However, there are no explicit limitations on what Facebook can do with podcasts distributed through its platform. It gives Facebook, for example, permission to create derivative works, which may be required for the dissemination of shows in specific formats. Not only that, but it may worry podcasters who value their IP.

More to come from these podcasts

This is not all there is to offer, podcasters can also decide whether to enable clips, which Facebook says will be developed by listeners and last up to 60 seconds in length. This could lead to a major increase in visibility as well as engagement. With this in mind, we can presume these will be easily sharable outside of the podcasters page. This isn’t the first time a platform has benefited from short-form videos. They’ve also proven to be a popular way for Twitch broadcasters to share highlights from their lengthy broadcasts. Therefore, giving Facebook hope that the same concept works with podcasts.

It’s unclear how Facebook determines which pages belong to podcasters at the moment. Podcasters have been able to exchange links to webpages with their broadcasts embedded, but not the actual link to a podcaster’s episodes or RSS feeds.

However, in broad terms, this new feature marks the company’s official entry into the audio market. Mark Zuckerberg hosted the first Live Audio Room in the United States last week. This isn’t the only change; they’ve also announced plans for a Soundbites feature within the News Feed. The purpose of Soundbite is to give users a portable sound studio as well as the opportunity to generate short, shared videos.

Facebook appears to be betting on the fact that podcasters are already using the site to interact with their fans and promote their shows through podcasts. Directly publishing to the platform may make it easier for them to reach those goals while also offering an incentive for consumers to stay on the Facebook app all the time. Facebook is also likely to see value in podcast advertising, which Spotify has been focusing on because of its unique programming and ad network.

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

 

Sportsbetio remains at the top of the leaderboard as the Big Brother Brazil finale causes a stir on social media

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In Brazil, May was a month full of crucial decisions for the regional championships. May is significant not only for football but also because it marks the end of the 21st season of Big Brother Brazil. Such large-scale events made quite a stir, generating a lot of talk on Brazilian social media.

With the increased rivalries and Big Brother in a decision-making mood, the bookies’ performances on social media with their profiles in Portuguese have undoubtedly improved since April.

Total numbers 

During the month of May, sports betting sites with Portuguese accounts generated a total of 341,000 thousand interactions across Facebook, Twitter, and Instagram.

Unlike football clubs, where Instagram has five times the number of interactions, Twitter has the greatest engagement rate among sports venues. In total, almost 181,000 thousand interactions were generated, representing a staggering 53 % of all interactions. Instagram accounted for 40% of the total, with 138,000 thousand engagements. Following Instagram, Facebook came in with 7%, amounting to slightly over 21,000 interactions. 

Leader 

On both Twitter and Instagram, Sportsbet.io took the top rank in terms of total interactions in May. When Twitter and Instagram were combined, this house came in first with an astonishing 148,000 interactions.

On May 22nd, Instagram reached its pinnacle, accumulating 10,000 engagements. With 8,500 thousand of these interactions taking place in a draw for the title of the Campeonato Carioca do Flamengo, a club sponsored by the firm.

Of course, we must not overlook their Twitter accomplishments during the last month. A post about Big Brother Brazil was recorded as the highlight. Gil do Vigor, a contestant on the reality show, was the biggest star in this episode, according to Sportsbet.io. With this in mind, this message drew a whopping 32,000 interactions on this platform.

More highlights

On May 16th, KTO Brazil surpassed the 3,000-thousand-interaction threshold on Instagram. This is all owing to the post with over 20,000 views featuring Liverpool goalkeeper Alisson, narrated by Paulo Andrade, ESPN Brazil’s narrator. Despite the fact that we are focusing on social media, it would be impolite to ignore the narration. Several profiles on the day highlighted it, including the KTO, who know how to seize the moment to publish.

On the 18th, Dafabet bet on the Santos fan’s pride, announcing with a design that it was betting on the “largest Brazilian in the world.” A second post on the same day with an offer for followers to get the result right and earn a $20 free bet stimulated their interaction even further. This post was a huge success, with Santos liking it and the post generating an incredible 2,800 engagements.

Who else is posting?

BetWat esports BR was the most active profile on Twitter. In March, they published 1,400 posts, totaling 4,58 thousand. Despite their efforts, they have only 0.11% engagement.

LuckyBetting generated 148 posts on Instagram out of 1369 total posts involving sports bookmaker profiles.

New followers 

In May, KTO Brazil gained the most new Instagram followers. KTO Brazil was able to gain an incredible 4.6 thousand followers, representing a 12.63% growth in their fan base. Betfair was close behind, with 4,500 thousand new followers, representing a 21.29% growth.

In terms of Twitter, Betmotion, which ended its sponsorship of Fluminense on June 1st, was the company with the most new followers. They gained an incredible 1,600 followers, a 39% increase over their previous following. Sports betting sites gained a total of 10,500 new Instagram followers and 4,600 new Twitter followers.

Keep up to speed with sports betting houses’ social media rankings, including last month’s interactions, by following this links

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

Flamengo maintains its lead despite a drop, and LATAM Rankings has the highest interactions to date

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On a monthly basis, we rate clubs from Brazil, Mexico, Argentina, Uruguay, Chile, and Columbia in our LATAM club rankings. In May, the results of their club’s achievements across the three major social media platforms reached a milestone, with the biggest number of interactions since the LATAM rankings were created.

General Numbers

May was unquestionably a great month, as it was named the month with the most interactions since the LATAM ranking was established. We found a total of 370 million interactions between Twitter, Facebook, and Instagram across all six countries studied when all interactions were added together.

This month, all three social media platforms saw an increase in the number of interactions, which is cause for joy. Instagram came out on top with a whopping 25% gain, followed by Twitter with 23% and Facebook with 22%. Instagram is on a roll and has had the most engagements in recent months, accounting for 73% of all interactions in May.

Problems in Colombia 

Colombia is already a country that does not stand out in terms of digital challenges, with poor percentage performance in comparison to its population. However, following the social unrest in May, when a large number of people took to the streets to oppose tax reforms, the number of interactions fell even further. Columbia had a total of 48.51% fewer people than April. Total interactions were 7.64 million, compared to 14.83 million in April.

This precipitous reduction is undoubtedly discouraging; it’s possible that the national championship matches are to blame. This tournament was halted, and some of Colombia’s Libertadores games were even broadcast in neighboring countries.

Twitter x Facebook 

This trend has now become a reality. Even though it has fewer subscribers, Twitter has shifted to Facebook. Facebook had 24.99 million interactions in the previous month, while Twitter had 26.58 million.

Uruguay has closely followed this trend and does even better on Twitter. Mexico, on the other hand, has taken the opposite approach. With the growth of Facebook, this North American country now has a larger edge over Twitter, with 19.62 million users compared to only 4.60 million on Twitter.

Leadership Relay

Facebook has introduced three new leaders during the last three months. With 4.40 million interactions in March, River Plate took the lead. Flamengo was the most popular in April, with 4.95 million. São Paulo surpassed them all in May, claiming the top spot with 8.25 million interaction.

Not only that, but Cruz Azul from Mexico is on the rise, with a whopping 7.62 million interactions. If SPFC’s performance had not been exceptional, this club may have been the leader.

Flamengo rules Twitter and Instagram

Despite a decline in performance since last month, Flamengo remains in first place. Rio de Janeiro’s Instagram interactions dropped from 57.66 million to 54.03 million. Meanwhile, São Paulo saw a growth of 38.76 million interactions, which is quite impressive when compared to SPFC’s 23.46 million interactions in March.

Only River Plate and Boca Juniors from Argentina are among the top ten performers, with Cruz Azul from Mexico just missing out in 11th place. The Brazilian dominance on Twitter has been constant. River Plate, presently in third place, and Cruz Azul, now in eighth place, are among the top ten ranks.

Chile

Only Colo Colo, a Chilean group, cracked the top 20 this month. Instagram accounted for 3.01 million interactions, propelling them into the top 20. On Facebook and Twitter, however, the scenario was different, with Chilean clubs failing to make the top 20.

Keep up with the LATAM rankings, including what happened in April, by clicking this link.

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

Flamengo takes the lead in the LATAM rankings, with São Paulo close behind

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Welcome to our LATAM club rankings, where we rank clubs from Brazil, Mexico, Argentina, Uruguay, Chile, and Columbia on a monthly basis. We saw some impressive results from their club’s performances across the three major social media platforms in April, with Flamengo topping the leaderboards on Facebook, Twitter, and Instagram.

April Considerations

In comparison to March, there was a 14.14% rise in Facebook, Twitter, and Instagram interactions last month. The end of the Brazilian Championship and the start of the Regional Championships could be viewed as key factors in the significant decrease in interactions in March. However, the Brazilians’ bad luck came to an end in April, when they staged a huge comeback. With 142 million monthly Instagram engagements, Brazil has hit the highest monthly engagement mark. This huge increase can be attributed to the launch of the Copa Libertadores da América. Flamengo, in particular, reaped the benefits of the competition’s launch, with 22 million Instagram interactions alone.

Uruguay and Mexico have seen an increase in their social media success on all three channels, following Brazil’s success. The number of interactions in Uruguay has increased by 46.41%, to a whopping 6 million. Brazil isn’t far behind, with 183.6 million interactions, up 25.1% from the previous year. Mexico’s growth continues to rise, but at a slower pace. They increased by 9.02 percent, gaining 31 million interactions, a goal they had also reached in February.

Flamengo: a case of digital success in April

Flamengo has risen to the top of the charts on each of the three social media sites. They have not only been declared champions, but they have also accounted for 37% of all Brazilian interactions between the 20 teams in the first division.

You can not only read about their performance, but you can also see it. The video below shows Flamengo’s celebrations after winning the Brazilian Super Cup on penalty kicks.

Shortly after the victory, this video received 618 thousand views. With 1.54 million interactions in just 24 hours, it rocketed to the peak of the month on Facebook.

This isn’t the only video that has made it to the peaks of the month. After this video of the Super Cup victory over Palmeiras was uploaded – still on the Brasilia lawn – the number of interactions on Instagram skyrocketed. For a total of 2.55 million views, this video below gained an impressive 1.050 million interactions, consisting of a mixture of likes and comments.

Twitter Tupiniquim

On Twitter, our Brazilian clubs are well-represented, with nine of the top ten clubs in April being Brazilian. The only exception to this infiltration is Argentina’s River Plate. This one squad, however, is no match for these nine teams. Brazilian interactions make up 65.2 % of all interactions, or 20.8 million of the 31.94 million total.

This isn’t the only positive news from Twitter; the number of users in countries like Brazil and Argentina is now equal to that of Facebook. For its success in April, Uruguay deserves special mention. This is due to the fact that Uruguayan fans are nearly twice as active as Chileans (977 thousand x 536 thousand interactions). Given that Uruguay’s population is 5.5 times smaller than Chile’s, this is unexpected.

The difference in numbers

There is a large disparity in numbers from April; consider  São Paulo to get a sense of the true gap between first and second place. With a total of 2.5 million interactions,  São Paulo had the second-best social network score of the LATAM countries. This large total is due to its successful debut in the Copa Libertadores, which it won 3 to 0 against Sporting Cristal away from home. In contrast, Flamengo beat Velez Sarsfield 3 to 2 in Argentina on the same day, bringing in 4.42 million viewers.

Mexico in numbers

Mexico was the most divided in April when it came to interactions between the three networks. They’ve seen a slight increase on Instagram, but this hasn’t been repeated across all platforms, as Facebook has seen a significant drop. In April, Instagram accounted for 49.45% of all interaction, while Facebook saw a 40.8% drop. Despite its mixed results, Mexico’s overall Instagram user base remains small, accounting for just 7.25 % of the total 216.7 million interactions.

When looking at their Facebook performance, Mexico’s success is also evident. With 12.98 million interactions, Club América (3rd), Cruz Azul (5th), and Chivas (7th) are among the top ten. Unfortunately, other social media sites have not followed suit, with their results falling short of Mexico’s potential as compared to other countries.

In the Instagram analysis, Club América was in 11th, while Chivas was ranked 16th. On Twitter, things aren’t any better, with Club América in 14th place with 800 thousand interactions and Chivas in 17th place with 412 thousand interactions.

In Mexico, Chivas Guadalajara produced the most engagement on Instagram. Although it does not seem to be a high point, Atlas got 612 thousand interactions on April 24th, a 1 to 0 win. Chivas hit a high of 360 thousand Facebook interactions, with Instagram being their most successful platform.

Argentina

In April, River Plate’s interactions dropped by 8.4 million compared to March. This month’s poor performance may be due to Marcelo Gallardo’s drop from first to the seventh position on Facebook. Argentina’s Facebook interactions are down 2.1 million, and the situation is only getting worse. They continued to lose 5.6 million interactions on Instagram in total.

There is, however, some light at the end of the tunnel: Boca Juniors hit a new high of just over 150 thousand interactions on Facebook, surpassing 1 million. Growth was also slow on Twitter, with just 53,000 interactions and only 10,000 more on Instagram.

The rapid decline of the River and the stability of Boca reduced the total number of Argentine interactions to about four million. In other words, there was a 9.21% drop in April compared to March. Despite the decrease, the number indicates that the other teams saw a small rise, which was insufficient to compensate for River Plate’s decline.

They made an impression in March with 51 million interactions, but they fell short in April with just 46.3 million. The next day, they had their best result in Argentina, a thrilling 3-2 victory over Colón in the 9th round of the Argentine Championship. On this exciting day for Rover Plate fans, there were 1.92 million interactions. This success can be compared to Boca’s best publication on the 28th, which had 1.3 million interactions on the day it beat Santos in the Libertadores Cup final.

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