Welcome to the ever-evolving world of rugby, where the action doesn’t stop at the final whistle. In today’s game, the battlefield extends beyond the pitch, spilling into the digital arena where clubs vie for the hearts and minds of fans across the globe. As we look to grow the game and become more financially sustainable as a sport, growing our digital presence is of the utmost importance. That's why we've crunched the numbers to reveal who's killing it on social media and who's got some catching up to do.
Harlequins: The Social Media Powerhouse
First up, let’s talk about the undisputed champions of the digital world—Harlequins. Their social media team aren’t just good; they’re phenomenal. With a whopping 251,000 followers on Instagram, they are dominating the platform like Joe Marler does a scrum. But they don’t stop there. Harlequins also top the charts on YouTube with 27,500 subscribers, proving that their video content is clearly hitting the sweet spot with fans. On TikTok, they moved quickly, growing their accounts rapidly with nearly 150,000 followers already. When it comes to social media, Harlequins are the team to beat.
Leicester Tigers: Tradition Meets Digital Savvy
If Harlequins are the flashy new kids on the block, Leicester Tigers are the elder statesmen who’ve evolved with the times. They’re the kings of X, boasting a massive 167,600 followers, and they’re also killing it on Facebook with a top-ranking 208,000 fans. This isn’t just a club with history; it’s a club that knows how to keep its legacy alive in the digital age. They’re no slouches on Instagram either, coming in second with 172,000 followers. Their only weak spot? TikTok, where they’re lagging behind in sixth place. The Tigers’ social media team will be hoping their new charismatic coach in Michael Cheika will provide them some more engaging content in the season ahead.
Northampton Saints: The Steady Performers
Consistency is key, and Northampton Saints have it in spades. They’re the only club that’s consistently in the top six across all platforms, showing that they’ve got a broad appeal. Whether it’s X, TikTok, or Facebook, Saints fans are engaging with the club in big numbers. Their standout performance is on TikTok, where they rank second with 100,200 followers. Clearly, their performance on the pitch is being matched by a strong performance by their communications department off it.
Bath Rugby & Saracens: The Chasers
Bath Rugby and Saracens are solid contenders in this digital race. Bath are holding it down on Instagram with 143,000 followers, and they’re no strangers to TikTok, where they rank fourth. Saracens, meanwhile, are crushing it on Instagram, taking third place with 169,000 followers. But it’s clear that both clubs have some work to do if they want to climb higher in the rankings. Their YouTube and Facebook numbers suggest there’s untapped potential waiting to be unleashed - especially given their decorated history on the field.
The Underperformers: Exeter, Bristol, Gloucester, Sale, and Newcastle
Then we have the mid-table warriors and the underdogs. Exeter Chiefs and Bristol Bears are in that awkward middle ground—not leading, but not far off the pace either. Gloucester Rugby and Sale Sharks have decent followings, but it’s Newcastle Falcons that really have their work cut out for them. Dead last across all platforms, Falcons are struggling to make their mark in the social media game. But hey, everyone loves a comeback story, right?
What Does It All Mean?
In the fast-paced world of social media, numbers matter. They’re not just a measure of popularity; they’re a reflection of how well clubs engage with their fans. Harlequins and Leicester Tigers have set the standard, but there’s plenty of room for others to step up. In the age of digital interaction, the club that can best harness the power of social media might just find themselves with an edge, both on and off the pitch.
So, whether you’re a die-hard fan or just someone who loves a good digital showdown, keep your eyes on these rankings. The competition is fierce, and the stakes are higher than ever. After all, in the world of rugby, the game never really ends—it just moves online.
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