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  • Gary Roethenbaugh

Top posts on social: how endurance sport brands got busy on social media in Q4 2018

At MultiSport Research, we're pleased to have released the latest Endurance Sport Social Analytics (ESSA) social media benchmarking data. The new data covers Q4 2018, a key period for the endurance sport industry. It tracks social activity across major events, including: the IRONMAN World Championship, Black Friday and the Christmas Holidays.

In addition to a full analysis of the latest social media benchmarking data – for Oct 1, 2018 to Dec 31, 2018 – the latest dataset includes a comprehensive listing of the top posts in the period. Here, of the 210,000+ posts across all endurance sports brands analyzed in the quarter, the top performing examples (390 posts) are listed.

The 390 individual social media posts are summarized, according to: brand/company; category; the date of the post; the post message; and the total number of reactions/comments/shares. A link to each original post also helps ESSA Data purchasers to drill into the posts that are most applicable to their business.

The Endurance Sport Social Analytics (ESSA) Data helps endurance sport brands track their competitors on social. The data benchmarks 720+ leading international endurance sport brands on Facebook, Instagram, Twitter & YouTube. It helps brands to see how they stack up against: (1) the endurance sport industry overall; (2) specific endurance sport market sectors; and (3) against key competitors.

Purchasers of the latest Q4 2018 data can see which posts resonated the most on social – from those that seek to inspire and amuse, through to those that aimed to sell – particularly around the key trading period of Black Friday.

Data is used to help brands monitor, adapt and refine their activation in each social channel.

As a special offer, for a limited period, the latest Q4 2018 dataset is available for a special discounted price of US$150 (£120). This represents a significant saving (US$500!) – and is available to the first 50 purchasers only.

“Social media remains a critical tool for brands to attract and retain customers,” said MultiSport Research founder and Managing Director, Gary Roethenbaugh. “The latest Endurance Sport Social Analytics (ESSA) Data, for the fourth quarter of 2018, indicates that social activity has continued at pace.”

He continued, “With this latest dataset, we have also introduced a listing of the top performing posts in the period. ESSA Data purchasers can use this to explore the imagery, text messages and calls to action that have triggered the most engagement.”

MultiSport Research’s North America Director Kate Morefield, added, “The ranking of the top performing posts on Facebook, Instagram, Twitter & YouTube sits nicely with the main ESSA benchmarking data on 720+ endurance sport brands. By analyzing the key performance indicators for activity across social media, and drilling into the examples of best performing posts, a company can compare, adapt & refine its own social activity.

“This translates into a more cost-effective and impactful social media strategy.”

Tracking extensive data on more than 720 brands, from 2XU through to Zwift, and encompassing the largest through to the smallest operators, the ESSA Data encompasses five main categories: Gear, Coaches, Media, Retail and Races.

The Q4 2018 edition of the ESSA Data is available as an extensive Excel data workbook detailing 720+ companies across the four social platforms and all key performance indicators. Also included, a separate datasheet lists the top performing posts in the period. For a limited time, the Q4 2018 ESSA Data is available at an exclusive discounted price of US$150 (£120). Available now via the reports area of this site.


About Endurance Sport Social Analytics Data and reports

The ESSA Data offers detailed analysis drilling down into sub-categories. This data helps companies answer key strategic questions, such as:

• How do we compare against our competitor brands?

• What can we learn from social media activity undertaken by others?

• What types of post are most likely to resonate with the athlete community?

• What types of image, post text and subject matter is most successful?

About MultiSport Research

Established in 2010, MultiSport Research (MSR) specialises in market insight and analysis services for the global endurance sport industry. Its services are independent, vigorously researched & strictly confidential.

To help the endurance sport industry continue its path to growth, MSR offers a core suite of services. These include: category & market quantification; consumer insight; benchmarking & competitor analysis; event services; and consulting.

Alongside these services, the MSR team keep their finger on the pulse through industry news site: Feel free stop by the news site, sign-up for daily e-mail news and follow us on social to check out the latest industry developments.

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