The Matildas score big on Instagram during the 2023 FIFA Women’s World Cup, HypeAuditor new research finds

HypeAuditor, the world-renown artificial artificial analytics platform for brands seeking fair, transparent, and effective influencer marketing has released new data detailing the Matildas’ Women’s World Cup journey on social media over the past four weeks. The CommBank Matildas impressed fans all over the world by their spirit and their game throughout the World Cup campaign, gaining 486k new followers on Instagram, a spectacular growth of 344%. 

What were the findings of HypeAuditor’s research?

The national team’s Instagram account was diligently managed throughout the tournament generating an impressive Engagement Rate (ER) of 11.87%. ER on Instagram shows how good the quality of the posts is and how well an account interacts with its followers. A good Instagram ER is between 2-3% and anything above 3% is considered high engagement. 

Australians vehemently supported the Matildas

If it felt like the entire nation has been relentlessly cheering on the Matildas, it was certainly reflected on social media as well, with 1,016 influencers sharing a total of 1,613 posts mentioning and tagging the Matildas on Instagram alone, reaching over 65 million people. The posts amassed a combined total of 2.7m likes and 25K comments which is a clear indication of how passionate the fans were and how much the Matildas have won over our hearts.

Alex Frolov, CEO and Co-Founder, HypeAuditor said, “The Women’s World Cup has been a phenomenal global sports event and people around the world have rallied behind their respective country’s team in every way they could, which included showing their love and support through social media. Supporters were not only cheering on from stadiums or from their couches, but they were also cheering from their social media accounts like Instagram.”

“Social media has democratised global sports events like the World Cup making them more accessible for all to enjoy, to be part of the action and interact with their favourite teams and other supporters. Social media platforms bring fans and supporters together and provide an avenue for teams to give back to their fans and supporters,” Alex Frolov further commented.

Players’ Instagram accounts grew significantly

The players also grew their personal Instagram accounts throughout the campaign. While Mary Fowler experienced the highest percentage growth in followers, gaining 174,413 new followers, team captain Sam Kerr is way ahead the rest with the most followers at 1.6million.

The skipper gained a whopping 339,750 new followers on Instagram in the four weeks of the World Cup, turning her into a mega influencer. International soccer star Sam Kerr could be raking in between $5.9K and $8.1K per sponsored post, or more, given her status. 

Below are the Top 10 growing Instagram accounts from the Matildas:

Australia triumphs worldwide

“There is no doubt that social media has become an imperative must-have tool in sports marketing. As this World Cup has shown, social media has the ability to supercharge fan engagement and build a strong sense of community and loyalty. It expands reach and exposure, creating great opportunities for high-impact collaborations for brands,” said Frolov.

According to HypeAuditor’s new research, the Matildas gained the most followers globally during the World Cup. Global teams Instagram account follower growth as below: