At endurance.biz, in partnership with MultiSport Research, the latest quarterly Endurance Social Analytics (ESA) data has been released on the members.endurance.biz site.
The Endurance Social Analytics (ESA) data features 600+ endurance sport brands spanning the events, gear & training sectors. Brand data & insights cover 2,000 social media profiles across Instagram, TikTok, YouTube and Facebook.
The ESA data on members.endurance.biz delivers extensive insights to help endurance sport industry players benchmark and build their brand impact on social media.
Q4 2025
The latest quarterly data for Q4 2025 (Oct 1 – Dec 31, 2025) shows a continued ascendancy for those brands that are activating on TikTok.
- TikTok is the social media platform offering endurance sport brands the highest follower growth rates, engagement and post interaction.
- In the Q4 2025 period, for all endurance sport brands tracked, TikTok’s average weekly follower growth is 1.5x that seen on Instagram, 2.1x that on YouTube, and 3.2x that on Facebook.
- For the 600+ endurance sport brands tracked in the ESA dataset, the number of posts made varies notably depending on the social media platform that is being used. Here, it is clear that TikTok is still significantly under-used compared to other platforms.
- Keeping a social profile active is key to building engagement. Yet, 43% and 42%, respectively, of TikTok and YouTube profiles were dormant (had no posts) in Q4 2025. This compares to only 12% of Facebook profiles and 7% of Instagram profiles that were dormant in the same period.
- Rather than embrace video-based platforms such as TikTok and YouTube wholeheartedly, endurance sport brands still seem wedded to the platforms they have used historically, i.e. Facebook and Instagram.
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 Q4 2025, average post interaction on TikTok stood at 9.2% for all brands tracked in the period. This is 30x greater than the average post interaction on Facebook, and 9x greater than that achieved by endurance sport brands on either Instagram or Facebook.
- For events/races using TikTok there are significant advantages, with video helping to amplify messaging on or around race day. In Q4 2025, post interaction for events/races was a notably high 21.2% (well ahead of the 9.2% TikTok industry average in the period).
Quarter on quarter
Things get interesting when comparing the latest quarterly data for Q4 2025 with Q3 2025.
- With TikTok offering the highest growth rates, engagement and post interaction opportunities, comparing the latest Q4 2025 period with Q3 2025, the number of dormant TikTok profiles dropped by 23%.
- Over time, in the second half of 2025, endurance sport brands have been starting to do more with their TikTok profiles (even if they remain more committed to their Instagram and Facebook profiles). This has paid off in terms of TikTok follower growth and post interaction.
- Comparing Q4 2025 with Q3 2025, the average number of fans on TikTok grew 7% quarter on quarter. In the same timeframe, the average number of fans on Instagram stood still.
- 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 in the last two quarters. Note: engagement is used to measure the effectiveness of social media profiles overall, while post interaction measures interactions on individual posts (and excludes days when there are no profile posts).
- Engagement rates for endurance sport brands overall dropped on average quarter-on-quarter. Comparing Q3 and Q4 2025, overall engagement on TikTok is down 5%, and down 31% on Instagram. (Engagement on Facebook is down 11% quarter on quarter.)
- While the overall trend is down quarter on quarter, there are some areas where growth has occurred in Q4 2025, such as event/race brands on TikTok (+28% quarter on quarter).
“All brands are facing a challenge to build impact on social media,” said MultiSport Research founder and Managing Director, Gary Roethenbaugh. “There is so much noise and clutter to battle against that captivating the attention of online audiences is becoming increasingly difficult.
He continued, “Brands need to constantly evaluate the effectiveness of their social campaigns or they risk erosion of their brand profile and its social media impact.
“There are two steps to the evaluation process: (1) benchmarking against others; and (2) monitoring the wording & imagery used, as well as the techniques & approaches of those posts that resonate most strongly.
“These are both key features 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, and to use these insights to support their own creative push online.”
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%.
