The Matildas gained 486,000 new followers on Instagram during the past month, a growth of 344% according to HypeAuditor, the AI analytics platform for brands seeking fair, transparent, and effective influencer marketing.
The national team’s Instagram account generated an engagement rate (ER) of 11.87% over the playing of the Women's World Cup. ER on Instagram shows how good the quality of the posts is and how well an account interacts with its followers, with a good Instagram engagement rate being between 2-3% and anything above 3% considered high engagement.
1,016 influencers shared a total of 1,613 posts mentioning and tagging the Matildas on Instagram alone, reaching over 65 million people. The Instagram posts amassed a combined total of 2.7 million likes and 25 thousand comments.
Alex Frolov, CEO and co-founder of HypeAuditor, said the Women’s World Cup has been a phenomenal global sports event and people around the world have rallied behind their respective country’s team in every way they could, which included showing their love and support through social media.
"Fans and supporters were not only cheering on from stadiums or from their couches, but they were also cheering from their social media accounts like Instagram," said Frolov.
“Social media has democratised global sports events like the World Cup making them more accessible for all to enjoy, to be part of the action and interact with their favourite teams and other supporters. Social media platforms bring fans and supporters together and provide an avenue for teams to give back to their fans and supporters.
“There is no doubt that social media has become an imperative must-have tool in sports marketing. As this World Cup has shown, social media has the ability to supercharge fan engagement and build a strong sense of community and loyalty. It expands reach and exposure, creating great opportunities for powerful and high-impact collaborations for brands."
The players also significantly grew their personal Instagram accounts throughout the World Cup. While Mary Fowler experienced the highest percentage growth in followers, gaining 174,413 new followers, team captain Sam Kerr has the most followers at 1.6million. She gained 339,750 new followers on Instagram in the four weeks of the World Cup.
The top 10 growing Instagram accounts from the Matildas:
|
Matildas Player |
% Follower growth during World Cup |
Number of followers |
Engagement Rate |
|---|---|---|---|
|
466% |
222,076 |
18.3% | |
|
424% |
220,948 |
10.77% | |
|
356% |
22,822 |
n/a | |
|
328% |
115,538 |
17.34% | |
|
308% |
81,312 |
12.86% | |
|
236% |
251,584 |
12.72% | |
|
153% |
208,090 |
10.43% | |
|
144% |
332,805 |
8.74% | |
|
140% |
190,251 |
8.41% | |
|
127% |
1,586,665 |
6.52% |
Globally, the Matildas gained the most followers during the World Cup. Global teams Instagram account follower growth:
|
Country |
Followers- 20th July |
Followers- 21st August |
Total Followers Gained |
Engagement Rate
|
|
Australia |
199,222 |
685,467 |
486,245 |
11.87% |
|
Spain |
245,542 |
433,928 |
188,386 |
10.15% |
|
Netherlands |
360,049 |
374,892 |
14,843 |
1.31% |
|
Japan |
738,247 |
746,771 |
8,524 |
0.91% |
|
Schweden |
192,610 |
305,353 |
112,743 |
7.65% |
|
France |
242,567 |
317,518 |
74,951 |
10.04% |
|
England |
847,320 |
1,138,542 |
291,222 |
8.47% |
|
Columbia |
3,435,612 |
3,569,217 |
133,605 |
0.37% |
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