Social impact of the ITTF media platforms

Six days of competition is a long time for media around the world to publish articles, photos, videos and other kinds of content to engage and delight their followers. Although not as popular as other sports like football, the World Table Tennis Championships are having a remarkable impact on social media these days.

In this article, we will analyze the ITTF official social accounts to extract some stats about the content published up until now.

The platforms

For the purpose of this article, we will consider the following social platforms:

  • Facebook: the official ITTF page currently has 377,545 followers. It is the main source of social content, as news, photos and videos are regularly published there.
  • Twitter: the official ITTF account currently has 36,816 followers, which means that it is around 10 times less popular than the Facebook page. It sometimes publishes real-time updates like live results, and other kinds of media such as photos and videos as well.
  • Instagram: the official ITTF account currently has 102,801 followers. As is the nature of the platform, it publishes photos and videos – usually with a funny orientation.

The stats

Let’s first get an idea of the amount of content published during these days. The official ITTF accounts published:

posted_items

As mentioned before, Facebook is the main source of content with 102 posts. This is twice the number of tweets posted on Twitter and around 20 items more than on Instagram.

Let’s talk about interactions now. We will consider an interaction to be any kind of action taken by a user on a certain content post. We will take into account likes, shares and comments on Facebook, likes and comments on Instagram and favs and retweets on Twitter.

The number of interactions is not proportional to the posted items or the number of followers, as is represented in the following chart:

interactions_per_platform

A total number of 305,237 interactions have occurred during the last six days. Instagram got 285,321, which accounts for 72.14% of them. Facebook has 24.72%, while Twitter gets the remaining 3.14%.

Regarding the posted items per day, we have:

items_per_day.png

As might seem obvious, the amount of content is increasing as the competition goes on and we reach the first finals. The numbers have grown from 18 items on 29th May to 57 on 3rd June. Has this increase affected the number of interactions each item has on average?

interactions_per_day

Interestingly,  having more content published has actually reduced the user interaction. It makes sense though, because with more posted items, the users might not interact in the same proportion with all of them. The most active day was the 4th, with around 1861 interactions per item, while the least active was the last day, with only 1005. However, it must be noted that the latest content will probably keep building its impact in the coming days, which means that recent content stats could improve.

Let’s look at the content with the most interaction depending on the time of day it was published:

interactions_by_hour.png

The quietest time of the day is in the morning between 8:00 and 12:00, with a ratio of 278 interactions per item. As the day goes on, the interactions grow, reaching their maximum level between 20:00 and 24:00.

Finally, let’s analyze whether the kind of content published influences the users to react:

interactions_per_kind

Images and videos are by far the kind of content that receives the most interactions. However, the Instagram leadership obviously affects these stats, as most of the interactions come from there since image and video is exactly the kind of content published there.

Top posts

What are the most relevant posts on each of the three analyzed social platforms? Let’s take a look at the top one of each, based on the amount of interactions it received during the last six days:

top_facebook

The top post on Facebook, with 3839 interactions, is the video supporting Yan Lariba after being diagnosed with Leukaemia.

top_instagram

On Instagram, Harimoto’s victory against Jun Mizutani gets the award, with 6218 interactions.

top_twitter

Finally, on Twitter, the most interacted-with post is Harimoto’s victory again, with 3949 interactions.

Do not stop the action

One more day of exciting matches at the Düsseldorf arena. The events to take place today are:

  • Men’s Singles: Round of 16 and quarter-finals
  • Women’s Singles: Final
  • Men’s Doubles: Final

As usual, you can stay tuned to the action on table 1 today at:

And do not forget to follow our Facebook page for more insights articles to come!

* Cover photo: ITTF

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