Latest quarterly Endurance Social Analytics (ESA) data shows a challenging space for endurance sport brands

At MultiSport Research, in partnership with our sister site endurance.biz, the latest quarterly data has been released on the members.endurance.biz site.

The members.endurance.biz subscription site was launched earlier this year. It features extensive data & insights to help endurance sport industry players benchmark and build their brand impact on social media.

The Endurance Social Analytics (ESA) on members.endurance.biz currently features 600+ endurance sport brands spanning the events, gear & training sectors. Brand data & insights span 2,000 social media profiles across Instagram, TikTok, YouTube and Facebook.

Q3 2025

The latest quarterly data for Q3 2025 (July 1 to September 30, 2025) shows that TikTok is the social media platform offering endurance sport brands the highest follower growth rates, engagement and post interaction.

• On TikTok, in the Q3 2025 period, average weekly follower growth rates stood at +0.9% for all brands tracked. This compares to an +0.3% average on Instagram, +0.3% on YouTube, and +0.1% on Facebook.

• For the 600+ brands tracked, the number of posts made varies notably depending on the social media platform that is being used by endurance sport brands. Here, it is clear that TikTok is still significantly under-used compared to other platforms.

• In the Q3 2025 period there were over 36,000 posts on Facebook overall by the 600+ endurance sport brands, versus 31,000 on Instagram, 7,000 on YouTube and 5,000 on TikTok.

• Even with significantly less usage by endurance sport brands, when compared to other platforms, engagement on TikTok (likes, comments, shares, etc.) is notably higher. In Q3 2025, tracking all brands on TikTok, there was a 2.3% engagement rate overall. The engagement rate on TikTok is higher still for events (3.9%) and training platforms (3.8%).

• For Instagram and Facebook, engagement rates in Q3 2025 were notably lower at 0.6% and 0.2% respectively.

Post interaction

To help endurance sport brands interpret what is resonating, a key metric to look at when comparing posts on social media is post interaction. This measures the average interactions on posts per follower, per post. This metric differs from engagement, which is more positively influenced when a profile posts more often.

In summary: engagement shows the effectiveness of a profile while the post interaction rate shows the quality of individual posts.

The benefit of using the post interaction rate is that it shows how successful each post is in getting users to engage with it. With this metric, you can compare the quality of posts from profiles of all sizes.

• Comparing post interaction across the main social media platforms, TikTok again leads the way. In Q3 2025, average post interaction on TikTok stood at 14.8%. This compares to 1.2% for Instagram, 1.2% for YouTube and 0.4% for Facebook.

Quarter on quarter

Things get interesting when comparing the latest quarterly data for Q3 2025 with Q2 2025.

• Even with TikTok standing out as the social media platform offering the highest follower growth rates, engagement and post interaction, it is being less used by the 600+ brands tracked on members.endurance.biz.

• Comparing Q2 2025 with Q3 2025, the number of dormant TikTok profiles actually rose by 30%.

• Yet, even with almost a third of endurance sport brands not using TikTok in Q3 2025, the average number of fans rose 6% quarter on quarter. So, for those brands bothering to use their TikTok accounts, there is a clear benefit in terms of building a social fanbase.

There are, however some warning signs, when comparing engagement and post interaction between Q2 2025 and the latest quarter.

• Engagement rates for endurance sport brands dropped on average quarter-on-quarter. Comparing Q2 and Q3 2025, overall engagement on TikTok is down 23%, and down 15% on Instagram.

• While the overall trend is down quarter on quarter, there are some areas where growth has occurred, such as gear brands on Instagram (+7% quarter on quarter) and training brands on TikTok (+119% quarter on quarter).

“For endurance sport brands activating on social media, it may be a challenge to catch the attention of existing followers or entice new followers to your brand’s social profile,” said MultiSport Research founder and Managing Director, Gary Roethenbaugh.

“Getting engagement on the likes of Instagram or TikTok isn’t always straight-forward. A post needs to feel authentic and must be compelling in some way if it is to rise above the mass of clutter that can be found on online.

“The Endurance Social Analytics (ESA) data tool on members.endurance.biz was developed for brands to benchmark how they stack up against the competition in the constantly changing world of social media.

“Accessing online data dashboards as well as examples of top-performing posts help brands to see the type of content ideas & stories that resonate most.”

The members.endurance.biz site helps subscribers to fine-tune their own social campaigns – assisting a more cost-effective and impactful social media strategy.

With a team based in the UK & the USA, and serving clients worldwide, the mission of members.endurance.biz is to foster knowledge and insights for all brands active in the world of endurance sport.

Subscriber benefits include:

• Top performing posts: view the key posts that are resonating with the endurance sport community

• Online dashboards: access online interactive dashboards to help you benchmark your brand vs the competition

• Off-line data downloads: sort and filter endurance sport’s movers & shakers on social media with data downloads

Other benefits coming soon include: access to webinars about the latest findings; and member-only emails summarising endurance sport trends on social media.

There are three subscription options at members.endurance.biz:

• Monthly (US$99 per month), giving access to one month’s data and insights, renewing each month

• Quarterly (US$149 per month), giving access to one quarter’s data and insights, renewing each quarter

• Annual (US$499 per year) subscription, with access to data and insights throughout the year, and an annual saving of 58%.

members.endurance.biz