Based on analysis of around 2,000 social media profiles, the monthly Endurance Social Analytics (ESA) available to subscribers on members.endurance.biz, features 600+ endurance sport brands spanning the events, gear & training sectors.
Launched in the past few months, the brand data & insights at members.endurance.biz cover social media profiles across Instagram, TikTok, YouTube and Facebook.
In the latest May 2025 monthly data:
- There were over 26,000 posts in May 2025, across 2,000 endurance sport social media profiles tracked. This represents an average of 13 posts per profile in the month, with brands therefore, on average, tending to post every other day, rather than on a regular per day basis.
- The 26,000 posts tracked in May 2025 generated over 32 million interactions in the month – i.e., reactions/comments/shares – illustrating the significant reach that social media can offer brands when it comes to athlete audiences.
- TikTok continues to be the key social channel for driving post interaction and engagement
- In May 2025, average post interaction for all brands – events, gear & training – on TikTok was 15%. This is significantly more than an overall 1% post interaction on Instagram (for all brand types), and less than 1% post interaction on Facebook and YouTube.
- TikTok saw average engagement of just over 1% for all endurance sport brands tracked in May 2025. This was more than double the engagement generated on Instagram or Facebook.
Note:
Engagement tends to have a lower percentage – particularly if endurance sport social media profiles are dormant (not posting).
To help 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 (with high engagement aided by high levels of posting frequency) while the post interaction rate shows the quality of individual posts.
- The majority of endurance sport brands tracked have a Facebook profile (614), with a number of Instagram profiles (517) also established. Over time it appears that brands are slowly phasing out their Facebook activity in favour of Instagram.
- A much lower number of brands have YouTube (453) or TikTok (277) profiles. Given the importance of TikTok for generating interactions, an uplift in TikTok usage by endurance sport brands may be on the horizon. Yet, TikTok is still not being fully embraced by many.
- Underlining that a large proportion of social media profiles do not post that frequently, the overall average post per day frequency – across Instagram, TikTok, YouTube and Facebook – is below 1x per day. Video based channels, i.e. TikTok and YouTube, have the lowest post per day frequency (0.3 and 0.2 posts per day, respectively).
MultiSport Research founder, and endurance.biz Editor, Gary Roethenbaugh said “All endurance sport brands are facing a challenge to build impact on social media; and the use of paid, boosted posts has become the norm when it comes to building reach.
“Yet, speaking with brands across the industry, it’s clear that higher levels of organic interaction (as well as a better return on paid boosted posts) can be achieved.
“Brands need to constantly evaluate the effectiveness of their social campaigns or they risk erosion of their brand profile and its social impact. So, by monitoring the features, wording & imagery used, as well as the techniques & approaches of those posts that resonate strongly, endurance sport brands can effectively ‘stand on the shoulders of giants’.
“This is a key feature of the members.endurance.biz offering. In addition to extensive data metrics delivered on a monthly basis, online dashboards show the top performing posts each month. This helps brands to spotlight what is genuinely resonating with athlete audiences.”
Supporting brands to be more effective with their social media marketing, the new members.endurance.biz subscription site features extensive data & insights to help endurance sport industry players benchmark and build their brand impact on social media.
Subscriber benefits include:
- Top performing posts: view the key posts that are resonating with the endurance sport community each month
- 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 webinar(s) about the latest findings; and member-only emails summarising endurance sport trends on social media.
There are two subscription options at members.endurance.biz:
- Monthly (US$99 per month), giving access to one month’s data and insights, renewing each month
- Annual (US$499 per year) subscription, with 12x monthly data and insights throughout the year, and an annual saving of 58%.
From now until the end of June 2025, those wishing to start with a monthly subscription can access two months’ data (April and May 2025) for the price of a single month. All monthly data generated in 2025 is available to annual subscribers.
