Club Sizes (by social media)

[Austinho]

I recently researched the social media followings for each Scottish Premiership club as part of a project for work. The breakdown for our closest rivals as follows:

3. Hibernian:
Facebook: 95.4k
YouTube: 18.5k
Instagram: 66.4k
Twitter: 106.1k
TikTok: 71.1k
TOTAL: 357.5k

4. Aberdeen:
Facebook: 130.3k
YouTube: 14.3 k
Instagram: 73.6k
Twitter: 123k
TikTok: 13.9k
TOTAL: 355.1k

5. Motherwell:
Facebook: 96k
YouTube: 9k
Instagram: 33.2k
Twitter: 57.9k
TikTok: 83.6k
TOTAL: 279.7k

6. Heart of Midlothian:
Facebook: 63.6k
YouTube: 12.9k
Instagram: 62.2k
Twitter: 109k
TikTok: 18.8k
TOTAL: 266.5k

7. Dundee United:
Facebook: 64k
YouTube: 7.5k
Instagram: 34.3k
Twitter: 71.5k
TikTok: 3k
TOTAL: 180.3k

Obviously Celtic (4.08m) and Rangers (2.7m) were well ahead as to be expected. Some of the other results raised a few more questions however, for example, us having a staggering 91,000 more followers combined across all social media platforms than Hearts. In fact, if you were to add in the respective followings for the women's team (Hibs: 36.6k and Hearts: 11.5k), the disparity would become 116,100 more fans in total following Hibs than Hearts. Given the size of the two clubs, this is quite a considerable gap. Does it point to Hibs having a considerably larger fan base around the world? Or just a younger or more engaged fan base compared with Hearts older more stagnant support? Or just a better social media presence?

It would be very hard to argue that Motherwell are a bigger club than Hearts for example, despite the above results. Likewise, if it wasn't for Hibs getting with the times on TikTok, we'd be quite far behind Aberdeen on the traditional platforms like Facebook and Twitter. That said, in 2022 the world's biggest artists are ranked by their Spotify streams, the biggest celebrities ranked by followers and the biggest movies/series ranked by views – so by todays metric it would be hard to argue we aren't Edinburgh's biggest club. Thoughts?

[Greenio]

Can't see me basing my argument on it, but it's certainly important to market the club and strengthen the Hibs brands

[danhibees1875]

If we were being pessimistic we'd maybe only consider the biggest individual number as being the most relevant. People are likely to follow on multiple platforms and so the bulk of our Facebook following also following on TikTok isn't particularly valuable when considering the size of the fan base (but does indicate a level of engagement).

Our individual biggest number is 106k on Twitter - putting us 3rd in that list.

[Paulie Walnuts]

Whilst I have no interest in TikTok itself, the amount of subscribers we have on that compared to others is interesting.

Would point to us having a larger young support which is a good thing although it could also just be that we’re more active on it and/or post better content.

[MelbourneHibees]

Whilst I have no interest in TikTok itself, the amount of subscribers we have on that compared to others is interesting.

Would point to us having a larger young support which is a good thing although it could also just be that we’re more active on it and/or post better content.

The TikTok account has been getting used for comedy videos I think so that would explain the popularity.

[Since452]

The TikTok account has been getting used for comedy videos I think so that would explain the popularity.

Did they show our 2nd half at Pittodrie?

[SlickShoes]

If we were being pessimistic we'd maybe only consider the biggest individual number as being the most relevant. People are likely to follow on multiple platforms and so the bulk of our Facebook following also following on TikTok isn't particularly valuable when considering the size of the fan base (but does indicate a level of engagement).

Our individual biggest number is 106k on Twitter - putting us 3rd in that list.

Just because it's "social media" doesn't mean there is a huge overlap, like the demographics of Facebook and TikTok are probably the opposite ends of the scale.

[I'm Spartacus]

And how do we get these viewers to actually get off their arse and pay to come to Easter Road? These figures mean nothing to me unless they in turn improve our attendances.

[NAE NOOKIE]

And how do we get these viewers to actually get off their arse and pay to come to Easter Road? These figures mean nothing to me unless they in turn improve our attendances.

:agree: Absolutely this, the only figures that really matter are bums on seats.

That's not to say that any level of interest in the club isn't relevant, I presume most businesses will pay attention to their popularity on social media as a measure of their health. I don't know if women use social media more than men, but this club does appear to have an extraordinary number of female supporters, I wonder if that makes any difference to the figures.

[Sioux]

The numbers are higher in Hibs' case because we've got more moaning faced ********!!

:greengrin

[LaMotta]

This type of stuff really interests me, thanks for posting:aok:

The strangest thing for me is that Aberdeen have considerably more followers than Hibs and Hearts on the 3 main platforms - Twitter, Facebook and Instagram, which points to them having the biggest following. Attendances in stadiums don't back that up of course.

[cameronw-hfc]

The TikTok account has been getting used for comedy videos I think so that would explain the popularity.

The tiktok admin is hilarious. Seen him making fun of a hearts fan for "stanning a player with 60 shooting" to a hearts fan commenting about Boyles fifa stats saying Ginelly is better.

Tiktok admin has more leeway to have digs at clubs and make memes, we're probably the funniest Scottish team on there so have a good few international subs from various viral posts.

[Austinho]

This type of stuff really interests me, thanks for posting:aok:

The strangest thing for me is that Aberdeen have considerably more followers than Hibs and Hearts on the 3 main platforms - Twitter, Facebook and Instagram, which points to them having the biggest following. Attendances in stadiums don't back that up of course.I suppose it proves that size of fan base can’t solely be determined by home attendances as there are a number of factors as to why fans would or wouldn’t regularly go to a match - distance, transport links, cost, socio-economic status, entertainment value, quality of football on offer, atmosphere, ticket availability in your preferred area of the ground, comfort of stadium etc etc etc.

Pittordrie is a bit of a dump these days, cold and windy and McKinnis had them playing turgid football for years - can’t say I blame them for not showing up in huge numbers regularly. Whereas, me and my dad used to travel huge distances to see Hibs every week, but haven’t enjoyed the experience as much since the East Stand was rebuild as the character and atmosphere wasn’t as good. Likewise, friends dropped off from going regularly and suddenly we lost the community, motivation and desire to travel 6 hours to go all the time. We’re still big Hibs fans even though we don’t contribute to the attendance figures.

Tynecastle on the other hand is well renowned for its matchday experience so not much of a surprise they get the highest home crowds. All 3 clubs away attendances are pretty much on par, and the numbers suggest that Hibs and Aberdeen actually have a larger pool of fans globally, with Hearts having a more active home following.

[HibeeHibernia]

a can't say I'm that shocked that the pioneers of european football in the UK have the biggest social media following outside glasgow :flag:

[Viva_Palmeiras]

interesting thanks for sharing. Andof the “followers” what’s the level of engagement?

[NAE NOOKIE]

I suppose it proves that size of fan base can’t solely be determined by home attendances as there are a number of factors as to why fans would or wouldn’t regularly go to a match - distance, transport links, cost, socio-economic status, entertainment value, quality of football on offer, atmosphere, ticket availability in your preferred area of the ground, comfort of stadium etc etc etc.

Pittordrie is a bit of a dump these days, cold and windy and McKinnis had them playing turgid football for years - can’t say I blame them for not showing up in huge numbers regularly. Whereas, me and my dad used to travel huge distances to see Hibs every week, but haven’t enjoyed the experience as much since the East Stand was rebuild as the character and atmosphere wasn’t as good. Likewise, friends dropped off from going regularly and suddenly we lost the community, motivation and desire to travel 6 hours to go all the time. We’re still big Hibs fans even though we don’t contribute to the attendance figures.

Tynecastle on the other hand is well renowned for its matchday experience so not much of a surprise they get the highest home crowds. All 3 clubs away attendances are pretty much on par, and the numbers suggest that Hibs and Aberdeen actually have a larger pool of fans globally, with Hearts having a more active home following.

I can't imagine any universe in which I would be put off going to watch my club because I couldn't get a seat in the part of the stadium I like.

One point you do make though is quite interesting. On the seemingly never ending discussion over standing in the FF lower I have often made the point that a grounds atmosphere can be an attraction in itself and your take on that here supports that view.