|Source: ComScore. Social network interactions between Facebook and Instagram for July 2016 around the Olympic games, which ran from 5 to 21 August.|
ComScore has reported that social network Instagram was the star for engagement during Rio 2016, although Facebook - which owns Instagram - was the main social platform used to share official content before the event.
In June, the UK ranked third in the world in total unique visitors on RIO2016.COM, followed by Australia and Argentina. Latin American countries were in the top two. Other highlights included:
- With 3 million fans around the world, the Rio 2016 Facebook page increased post cadence before the Olympic games when compared to the previous quarter. Frequency grew from 47 posts per week between April and May to 55 during July 2016.
- During July, 40% of total actions on the RIO 2016 Facebook page were generated by posts containing videos. Once the games started, posts with photos took precedence, responsible for 81% of total actions during the first weekend of the games, including likes, shares and comments.
- 63% of official Rio 2016 social content was posted on Facebook during July. However, despite less content, Instagram was responsible for 72% of the total actions on Rio 2016 social networks during the same month.