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.

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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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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Sportsbetio on its way to the top as Bodog climbs the leaderboard

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More and more sports betting companies are joining the movement to drive the Brazilian sports industry forward in today’s world. Sports betting companies, who typically advertise on club shirts through direct sponsorship are now expanding. They are now incorporating themselves into the rising digital market through their own digital projects. With the growth of these digital ventures booming, Samba Digital decided to assess how some of these companies with Portuguese profiles performed in April.

April comments

Samba’s analysis included 16 sport betting accounts, all of which have established Portuguese profiles on three major social media platforms: Instagram, Facebook, and Twitter. In April, all 16 Instagram profiles created a total of 164.2 thousand interactions.

Sportsbetio is one of these 16 accounts, and it has been dubbed one of the most famous Instagram accounts in the last month. Meanwhile, Bodog, which has the most daily interactions, could give Sportsbetio a run for its money. With a single post featuring BBB 21’s decisive moment on April 13th, they were able to produce 15.2 thousand interactions.

Bodog not only had the most daily interactions but also had the second-best April performance. They produced 14.4 thousand interactions with only one post, promoting Flamengo vs. Palmeiras in the Supercopa do Brasil final on April 9th.

All 16 accounts were active on Instagram in April, resulting in an incredible 807 posts on this social media platform alone. Estadium has been particularly busy, posting 160 times in April alone, accounting for 19.83 % of all entries.

Meanwhile, on Twitter, Betsul had the highest rate of engagement per tweet. This sports betting profile was able to publish ten posts a month, with a great engagement rate of 9.5 %. This isn’t the only positive news from Twitter. KTO and Sportsbet, with 731 and 564 tweets, respectively, became the two profiles in their Portuguese profiles with the most posts among sports betting houses. These two profiles combined to create 1295 posts, accounting for 63% of all posts examined.

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Atlético-MG celebrate Ronaldinho and São Paulo climb the rankings

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In our analysis of Instagram, Facebook, and Twitter, the Brazilian Serie A saw a slight increase compared to the previous week. In total these three social networks generated 29.9 million, which is a slight rise of 2.32%. However it is not all good news in Brazil, as Serie B has seen a 15.1% decline in interactions.

Despite the rise in Serie A, their digital performance is the second lowest in 2021, with just a small improvement over the previous week. Is this how fans are voicing their frustration with the State Championships?

Facebook x Twitter – The difference has never been so small

With a 4% decline in the past week, Facebook saw Twitter exceed the total number of Serie A team interactions. In addition to increasing by nearly 10%, Twitter has narrowed the gap between these two sites by just 148,000 interactions.

Who fluctuated this week?

Flamengo must have put in a lot of effort this week as their performance has improved by 33% in that time. Not only has their performance improved, but so have their interactions, as they have passed 10 million in just seven days. Palmeiras looms in their shadow with a nearly 48% drop and Santos close behind with a 50% decrease.

Cruzeiro has had a mixed week, starting with a strong performance in the interaction rankings. However, after losing to América-MG, they have fallen 51% in the last week. Despite the limited number of interactions, the “Coelho” has increased from 59,000 to 90,000 this week.

Reinforcements leverages interactions

In just 24 hours on Wednesday, São Paulo got 1.55 million Instagram interactions thanks to the defender Miranda’s announcement. This excellent performance accounted for over 46% of the SPFC’s total of 3.35 million interactions for the entire week.

Reverence for the idol

The 21st of March will be memorable to fans as Atlético-MG paid tribute to Ronaldinho. Within a week, the club had produced 11 Instagram posts commemorating his career’s most memorable moments and accomplishments. The club created 460,000 interactions as a result of these posts, earning them the second-best performance of the day.

Performance on Instagram keeps Vasco on top, but …

This week, Vasco received 1.14 million Instagram interactions. They were, however, ranked 12th on Facebook and 10th on Twitter. Despite their strong success on Instagram, they were only ranked seventh overall.

Caldense’s fans created 310,000 interactions from all their hard work following a 1-1 draw in the Copa do Brasil. However, since the majority of these interactions were negative, this might not be good news. The fans’ dissatisfaction with the team’s recent results has resulted in these unpleasant interactions.

The classic match against Botafogo for the State Championship on March 21st, 2021, was another game that did not attract a cheering audience. Despite the fact that this game had 300,000 interactions, the team was not at its best. The club only just tied in the second half. With no reason to celebrate, the team was met with negative and anger-fuelled interactions from their once supportive fans. 

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VICTORY AGAINST INTERNACIONAL KEEPS FLAMENGO WAY OUT IN FRONT

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This week’s optimistic results leave the week on a happy note from our weekly look at the Campeonato Brasileiro Série A’s performances and their clubs on the major social media platforms: Facebook, Twitter, and Instagram.

Flamengo is continuing its winning streak on the social media table this week, proving itself after last week’s decline in performance. Instagram continued its growth and increased by 7.68 %, compared to the previous week. Fortunately, since they got an improvement of 24.12 %, Twitter has improved from last week. With Facebook following close behind with a 16.71% increase. This week’s overall interactions rose by 10.6% from the previous week.

The Northeast is on fire!

With a total of 1.31 million interactions in the last seven days, Ceará has reached 8th place overall. We have the renewal of midfielder Vina’s contract to thank for that, arguably the highlight of the club’s season. The club on the 17th produced 430,000 interactions. In addition, Ceará has announced a number of signings and renovations. Among them is ex-Grêmio striker Jael, who remains in the Top 10 for the third consecutive week on the social media table. The success of the team in the first division provided a reason for their fans to leap for joy. After Grêmio’s performance on Sunday, they received more than 300,000 interactions, leading to Jair Ventura enjoying a champagne bath during the post-match press conference.

Corinthians in cold water

The Corinthians believed that they could fight against relegation, and it seemed likely with the arrival of Vagner Mancini as their coach. The success of the team improved and they even dreamed of a spot in the Libertadores. 

Relegation

The relegation of Vasco has prompted their fans to give themselves a detox from the club’s social media pages. In the past week, Vasco experienced a substantial decrease in interactions of 50.52 %, which, in turn, was already much smaller than its normal interaction average.

Continuing to climb 

This week, Flamengo achieved an incredible 15 million interactions, which corresponds to a huge rise of 27% for the club, which is already impressive compared to its rivals. Flamengo alone accounted for 39.41 % of all Brazilian football interactions this week.

Owing to the mourning for the mother of idol Ronaldinho, Atlético faced a difficult week. This loss and the performance of Argentine midfielder Nacho Fernández led the club to double its number of interactions within seven days, from 1.21 million to 2.42 million.

Finally, Santos guaranteed its participation in the Copa Libertadores 2021 edition, leading to a 40% increase in their interactions. This percentage was all down to the 1-0 win in Vila Belmiro on the 17th against the Corinthians, with 885,000 interactions on Instagram.

Peaks of the Week

Flamengo continues to feature in Intsgrams peak of the week. This week the club received 6.8 million interactions on Sunday after winning against Internacional, where they became the championship leader. Flamengo was also Facebook’s high of the week after their victory on Sunday, as they got more than 1 million interactions on Sunday alone. Twitter was not much different because, by beating International at Maracanã, Flamgengo also received 1 million from Sunday.

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FLAMENGO DOMINATES THE LEADERBOARD ONCE MORE AS SÃO PAULO RISE AGAIN

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We have a couple of surprises this week in our weekly look at the performances of the Campeonato Brasileiro Série A and their clubs on the major social media platforms: Facebook, Twitter, and Instagram. 

Flamengo continues to reign over the social media table this week. With a surprise appearance from São Paulo coming second overall. It has been a mixed week as Instagram showed a slight increase of 1.9% in interactions compared to last week. Unfortunately, this week, Facebook and Twitter are down, with Facebook declining by 4.9% and Twitter by 14%. As a result, with 34.47 million interactions, the total number of interactions are down by 0.93%.

A huge difference …

The fight on our social media table for the leading team was once again won by Flamengo. With their overall interactions, Flamengo remains on a pedestal, which may come as a surprise to some as they have seen an 8.6% decline in their total results compared to previous weeks. São Paulo has a long way to go to catch up to Flamengo, despite being in second place this week, with a 7.2 million gap in interactions. São Paulo has boosted their interactions by 2.61 million, which is almost the total performance for Santos, which is sitting in fifth place this week. This is a significant gap between first and second place.

World stage, local presence

The participation of Palmeiras at the Club World Cup could have created a massive boost of interactions with their social media pages. Their appearance had the opposite effect, however. The poor performance of Palmeiras at the tournament resulted in their interactions taking a blow as they decreased by 48%.

Frustration after title expectation

Palmeiras was not the only one that was affected by this substantial decline. This drop of 48 percent has hit Belo Horizonte hard. The major investment made fans of Atlético Mineiro dream of the title. The chances of winning the title are slim, however, after these poor results. This disappointment and the distant possibility of winning the long-awaited second championship contributed to this major decrease in interactions.

Seesaw

São Paulo performed very successfully in December and had an average of 5.5 million interactions. The weak results on the pitch in January led the club to a modest sixth place overall with an average of 2.5 million interactions last week and a negative peak of 1.16 million interactions. The Tricolor of the Morumbi gained a 295% rise in interactions that week, recovering overall in second place.

Libertadores, any day, we are here!

Fans’ enthusiasm for the Pre-Libertadores classification led to a great buzz for Tricolor as they got a 53.3% rise in interactions on their social media. As a result, in just 7 days, the club jumped from 900,000 to 1.38 million interactions. This big leap in the leaderboard means Vasco (966k) and Botafogo (162k) have a long way to go to catch up to Tricolor.

Demotion

The performance of Botafogo was so poor that the club reached the “Instagram relegation zone”. On Instagram, they are respectively in seventh place and ninth in the overall ranking.  The Pernambuco club was in eighth place, just 11,000 interactions away from Atlético-MG. Perhaps they would have surpassed the “Galo” if they had connected more with their fans in their posts.

Peaks of the Week

It’s no surprise that the peak of the week on Instagram is Flamengo. Their major victory against Corinthians on Sunday made the Rubro-Negro achieve an impressive 4.66 million interactions. This result alone, with a gap of 1 million interactions, beats São Paulo.

Flamengo also took the title of Facebook’s peak of the week. However, as they earned 659,000 interactions, it is not all good for Flamengo, leaving the club in third position overall compared to the overall performance of their rivals.

Flamengo scored a hattrick in our weekly peaks. This week, Twitter’s peak also included Flamengo. On Sunday, they received more than 508,000 interactions, representing 46.18% of the total interactions generated throughout the week on Twitter by the Rio club. Well done Flamengo!

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FLAMENGO BACK ON TOP AS PALMEIRAS FALL AT THE FIFA CLUB WORLD CUP

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Welcome to our weekly look at the Campeonato Brasileiro Série A and their club’s performances across the main social media platforms; Facebook, Twitter and Instagram.

Last week (February 2 – February 9) showed a drop of 38% compared to the previous one. The record number of interactions in that previous week was not able to be sustained as the euphoria, and disappointment, post Copa Libertadores wore off and none of the six teams that saw more interactions managed to perform better.

Facebook saw the biggest overall slump with a total of 4.97 million interactions, the drop was 49.8%. The performance is the second worst in the last three months of analysis. Instagram dropped from 40 million interactions to 25.59 million this week, a reduction of 36.1%, while Twitter fell by 30.2% and was around 4.22 million interactions.

Without the World Cup …

Eliminated in the FIFA Club World Cup semi-final, Palmeiras saw their performance plummet as their fans saw the dream of the World Club title abruptly ended. The drop was 64.1% in interactions compared to the previous week, one which was going to hard to match after their recent Copa Libertadores success. In total there were just over 10.6 million fewer interactions.

An unexplained fall

Internacional’s performance drew attention. If in the league table of the Brasileirão, the club is favorite to win the title, in the interactions the club plummeted remarkably. On Instagram, the club had only 308 thousand interactions and was in 12th place while in the general ranking, the club only appeared in 11th place behind clubs like Sport and Vasco who, on the field, fight to escape relegation. On Friday 2/4, and on Saturday, 2/5, the days following the draw with Athlético Paranaense, the club did not post and saw its indexes fall to the point of getting back behind Grêmio.

Pointing down

2021 has not turned out well for São Paulo. The drop in performance on the pitch reflects directly on the numbers of interactions. Since the first week of 2021, the Tricolor Paulista’s numbers have been decreasing week after week and reached its lowest mark in recent months: 1.16 million interactions and only 6th place in the overall ranking, on Instagram, Facebook and an uncomfortable 9th position on Twitter.

Peaks of the week dominated by Flamengo

On Instagram

Flamengo reached 3.4 million interactions the next day, defeating rival Vasco 2-0 and pushing their opponent to breaking point. The performance that day was, by far, the best of recent times. Bruno Henrique’s 100th career goal was the publication that generated the most interactions: almost 520,000.

On Facebook

Flamengo hit 504,000 interactions and was the record for interactions on the same day of the weekly apex on Instagram. The only difference was the protagonist in the photo. If on Instagram Bruno Henrique was honored, on Facebook, Gabigol was the one that earned likes and praise. The post hit 56k thousand interactions.

Also on Facebook the highlight was the post in which Palmeiras posted their team profiled with the caption indicating the date that they will return to the field for the Club World Cup. To the delight of opponents, who gloated over their sadness, over 172 thousand interactions.

On Twitter

Flamengo, also in 5th, recorded its record: 485 thousand interactions. And the highlight was the virtual celebration of Gabigol’s goal, Flamengo’s first goal in the classic against Vasco. Altogether, almost 10% of the day’s performance.

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Samba’s Weekly Trends in LatAm and the US (20/11/20)

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Who would have thought that we’d be watching an Instagram Masterclass from Spurs manager Jose Mourinho today! Over the last few months his has become one of the must-follow accounts on the platform, with many people now converted to fans through his approach. So how does he do it? This is how…

One of the biggest talking points this week has been around the launch of the highly anticipated PlayStation 5. This isn’t properly LatAm but but the PlayStation 5 “limited access” presentation video in Spain was extraordinary! Starring the biggest influencers from YouTube and Twitch, journalists, athletes, musicians, and many more.

SOCIAL MEDIA PLATFORM UPDATES

Twitter this week launched Fleets, their Stories format and one we put together some more information about after having early access in Brazil during testing – Samba Digital

Not to be outdone by Twitter’s new update, Instagram launched Guides. A feature that allows creators to share tips, resources and longer form content in a dedicated tab within the platform- Techcrunch

Thanks to Matt Navarra for pointing out this great Twitter inspiration resource – Marketingexamples

LATIN AMERICA NATION TEAMS – SOCIAL MEDIA TABLE

After previously looking at the Brazilian league for our social media table, we have taken that concept and taken a look at the national teams during the recent international break. Who would come out on top?

1. Even with a drop of 50% compared to the games period of Rounds 1 and 2, Peru maintained its leadership in Facebook interactions. However, this loose difference in the first two rounds, which was 530k over Argentina, dropped to 36k in the interactions of Rounds 3 and 4. Argentina, vice-leader in both rounds, also had a slight drop in performance. From 805 to 612k. Brazil, the most populous country on the continent, was in 4th position with 187k interactions. In addition to Peru and Argentina, Brazil also lagged behind Colombia both in Rounds 1 and 2 and now, in Rounds 3 and 4.

2. Still on Facebook: Peru’s performance on Friday, the 13th, when there were 252k interactions, would be enough to beat Brazil which, adding up all the Facebook interactions between the 12th and 18th of November, was of 187k.

3. If Brazil was bad on Facebook, on Instagram the country was the leader with 2.6M interactions. With a growth of 50 thousand interactions in relation to Rounds 1 and 2, Brazil assumed the leadership that had been Argentina’s in the first two rounds. Argentina was in second place again with 1.68M interactions. A 43% drop compared to performance in the first two rounds when they were the leader of interactions with a total of 2.94M.

4. Although Brazil has added the most interactions on Instagram, the peak performance of Round 3 and 4 was from Argentina. With 659,4K interactions on Friday, the 13th, photo posts in the tie against Paraguay in Buenos Aires generated 386K interactions, almost 60% of the day’s total.

5. With approximately 450K Instagram interactions, Peru had the highest rate of engagement by followers among the South American teams: 3.82%. For comparison, Argentina had a rate of 2.43% and Brazil of 0.83%. In Rounds 1 and 2, Argentina had obtained the best rate with 3.54%.

6. Even with 1 million more followers, four victories in a row and more posts during the 12th and 18th of this month (141 x 126), Brazil had about 36K interactions less than Argentina and was in second place . Leader in interactions on Twitter, Argentina reached 0.65% engagement rate. The selection that most posted on Twitter in the period of Rounds 3 and 4 was Chile. In total, there were 194 posts. However, his performance did not correspond and La Roja was in 6th place.

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