They won the Serie A championship a few days early, beating Milan in the derby on 22 April 2 to 1. This was enough for Inter to return to the top of the social rankings in April, with a new overtaking on Juve, this time also by number of video views.
The Rossoneri drop to fourth place, overtaken by Roma relaunched by the new coach
Inter are also at the top on social media, on all measurement parameters. Simone Inzaghi’s team had been at the top of the ranking drawn up for Primaonline.it by Sensemakers ahead of Juventus already in February, but were then overtaken again in March.
Well, in the month in which they won the Scudetto and their second star by beating Milan in the derby, the Nerazzurri were back in command, just as the celebrations for the club led by Giuseppe Marotta and chaired by Stephen Zhang.
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If in March the Bianconeri were leading the social rankings with 37.1 million interactions collected on the five main platforms, ahead of Milan (25.6 million) and Inter (25.4 million), in April the podium changed radically.
And the numbers say that the Nerazzurri are at the top with their social record, at 54.2 million interactions, the Juventus players are down to 33.3 million in second place, and Milan – defeated in the derby and with the fans in controversy with the team, the club and the coach Stefano Pioli, now to be considered outgoing – he doesn’t even earn third place, collapsing to 20 million and being overtaken by Roma (at 23.4 million).
Furthermore, in April (119 million) Inter beat Juve (105 million), Milan (56.5 million) and Roma (53 million) – and this is almost an absolute novelty – also for the number of video views made register on the four monitored platforms.
Another team in sensational decline in sporting performance, Napoli is placed in fifth place, with the top ten lining up, in order, Atalanta, Lazio, Fiorentina, Cagliari and Parma. The yellow and blue are the first Serie B team in the ranking, with new entry Venezia in twelfth and Andrea Pirlo’s Sampdoria in fourteenth. The most striking gap between sporting performance and social performance is that of Thiago Motta’s Bologna miracle, only fifteenth for interactions on the platforms.
TikTok and Instagram for the championship party
But let’s go back to Inter and the top clubs in the ranking. On the evening of the derby, the team’s social activity recorded a rather intense publication which guaranteed 20% of the total interactions collected in the month. The event was shared rather homogeneously on the various platforms, but found particular response from the social audience on Instagram and TikTok.
Compared to March, the team achieved a substantial increase in volumes: social activity increased by 37%, interactions doubled and video views tripled.
At Juventus the balance sheet is in the red: interactions went down by -10% and video views by 27%. The feedback on the various contents published by the club went from an average of more than 50,000 interactions each to an average of not even 35,000.
Miracle De Rossi
A true miracle, for many reasons, is Daniele De Rossi’s Roma. The concern that the sacking of Josè Mourinho could empty the Olimpico and social participation in the team’s events has been dispelled.
Roma, in a month in which the club returned to winning the derby and progressed to the Europa League thanks to the double victory against Milan, improved interactions (+43%) and video views (+80%).
Best performing post, Juve remains ahead
As many as 1.8 million and 1.7 million interactions on Instagram celebrating the victory over Fiorentina always on the same platform.
In April, in the Best Performing Post ranking, Juve once again presents the best performances thanks to content from the present and the past. Virtually behind the two top Juventus contents (1.366 million) is the post dedicated to Roma’s victory against Milan in the UEFA Europa League. Which does better than the three best posts, dedicated to the championship celebration and midfielder Hakan Chalanoglu.
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Roma enters the ranking with a performance in continuity with the Rossoneri club it replaces, but decidedly less homogeneous: most of the volumes are collected by the first, best performing content while the second and third present numbers that are significantly lower than the average of the ranking.
Paid partnership: Rossoneri commercial protagonism confirmed
The championship is nearing its conclusion, TV ratings for the matches are decreasing and overall, branded content in April is attracting volumes of interactions that are decreasing compared to the previous month (-32%).
Even in the darkest month – competitively speaking – with the defeat against Inter in the derby and against Roma in the UEL semi-final, Milan reconfirmed itself as a protagonist in terms of sponsored operations.
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The team takes advantage in particular of the collaborations signed with numerous sponsors who are now permanently associated with the team. On both Facebook and Instagram, an activity with Emirates as best sponsor is making the biggest numbers.
In second place, in black and white, EA Sports takes the field, with Sorare and Napoli in third place in the two platforms investigated by the research.
METHODOLOGICAL-NOTE_Football-Teams
