Since 1996, every four years, European audiences rally behind a singular team that represents their entire country in order to determine who has the best footballers in Europe. The 2020 Euro Cup, which was delayed until 2021 due to the pandemic, takes the best players from each country and pits them against each other, very similar to the World Cup. The tournament has exploded onto the world stage with more hype this year due to the delayed start as well as the increased popularity of the tournament outside of Europe. We took a look at the accounts behind each country’s national men’s team, each of which is maintained and posts in their country’s native language, to determine which team has the most engaged fans on social.
To start, we took a look at where the national teams have been able build their audience. Facebook had the largest share of audience at 35%, one percentage higher than Instagram with 34%. Twitter took third place with an impressive 20% of the total share as YouTube came in last with a respectable 11%.
Looking at total audience is one thing, but engagements show a different story. Instagram has by far the largest share of total public engagements compared to the other platforms. Facebook and Twitter are nearly tied for engagements while YouTube, a platform known more for views than engagements, only captured 1%.
Top 10 Total Cross-platform Audience for National Football Teams Competing in Euro 2020
|Rank||National Team||Cross-Platform Audience|
England had the largest cross-platform audience of any country in the tournament with 19 million followers across their Facebook, Instagram, Twitter, and YouTube accounts. Germany and Portugal both had total audiences in the eight-digit range with Spain and Italy not far behind.
Top 10 Total Cross-platform Engagements for First Round Euro 2020
|Rank||National Team||Total Engagements||Total Posts|
England once again came out on top with 18 million total engagements, with Italy who came in fifth place in total audience driving the second most total cross-platform engagements at 12.3 million. Portugal was a near second at 12 million engagements. Interestingly, out of the top 10 most engaged, only Turkey and Scotland didn’t make it to the second round.
Which countries are the most engaged?
Teams with the Highest Engagement Rate on Facebook
|Rank||National Team||Facebook Engagement Rate||Facebook Audience|
Looking just at Facebook, the country with the highest engagement rate was North Macedonia at nearly three times anyone else on the list. Denmark, Scotland, and Hungary all came in above 1%, while Croatia, who had the largest audience in the top 10, came in seventh at .75%. For comparison, the team with the largest Facebook following was England who claimed 7.2 million fans on the platform with an engagement rate of .17%.
Teams with Highest Engagement Rate on Instagram
|Rank||National Team||Instagram Engagement Rank||Instagram Audience|
Scotland claimed the number one spot when looking at engagement rate and while they didn’t make it to the second round, they did post an insanely high engagement rate at 8.49%. Denmark, which claimed the second spot for engagement rate on Facebook, did the same on Instagram with 7.8%. Turkey who ranked ninth with a 3.71% engagement rate, didn’t make it to the second round but did have the largest audience in the top 10 at 1.3 million on Instagram. For comparison Portugal, which had the largest Instagram audience in the tournament at 7.6 million posted an engagement rate of 2.3%.
Teams with Highest Engagement Rate on Twitter
|Rank||National Team||Twitter Engagement Rate||Twitter Audience|
Norway claimed the top spot for Twitter engagement rate at 2.14% and was the only country to have a Twitter account above 2%. Notably, Portugal who had a much higher audience than most other accounts on the list, fifth out of all teams, came in ninth. For comparison, the most followed team on Twitter, England, posted a .14% engagement rate on Twitter.
Teams with Highest Views Per Video on YouTube
|Rank||National Team||Views Per Video||Audience|
For YouTube, we ranked average views per video with England coming out on top with an average 304,000 views per video posted during the first round of the tournament. This was almost double France, who came in second yet had a larger audience on YouTube. Denmark, despite only having 24,900 YouTube subscribers, came in third at 59,814 views per video.
Top Social Content
The top piece of content during the first round belongs to England’s Instagram for this clever carousel trick used to post an extra wide shot of their team.
View this post on Instagram
The second most engagement with piece of content belonged to none other than Portugal’s Cristiano Ronaldo, also known as the most followed person on Instagram.
View this post on Instagram
While not breaking into the top content spots for the tournament, Denmark’s engagement across social media was notably bolstered by the outpouring of support for Christian Eriksen who suffered a cardiac arrest on the field during his team’s match against Finland. Denmark’s top-performing Instagram post kept fans up to date on the footballer’s recovery.
View this post on Instagram
This data was sourced from the Conviva Social Insights – Euro Cup Men’s National Teams Leaderboard. Our cross-platform social leaderboard ranks social accounts based on industry using various social metrics across Facebook, Instagram, Twitter, and YouTube.
Dates featured above, 6-10-21 though 6-23-21 for Facebook, Instagram Twitter and YouTube.