The Rugby World Cup in social media numbers

Following South Africa’s triumph in the Rugby World Cup, we took a look at the last four weeks of the tournament to see what social media monitoring would reveal about the online conversation. 

Using the official hashtag #RWC2019, we’ve filtered through the chatter to find influencers in the conversation. We’ve looked at how popular the hashtag was on each social platform and which official partner had the most to say.

Looking at the details

  • There were almost 135,000 conversations using the #RWC2019 from October 1 - November 2.
  • Twitter saw the most number of conversations using #RWC2019 with over 93,000 uses of the hashtag.
  • Content posted on Instagram was the most positive in tone. Facebook content also skewed positively.
  • Content posted on Twitter was largely neutral and brought down the average overall.


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Thank you for your amazing support today, wherever you were 🌎 . #Rugby #RugbyGram #ENGvNZL #CarryThemHome #RWC2019

A post shared by England Rugby (@englandrugby) on

Which partner had the most influence?

We used social media listening to profile the conversation created by the Rugby World Cup’s official partners; Emirates, Mastercard, Landrover, DHL, Societe Generale and Heineken.


Emirates Airline had the most to say over the period, closely followed by Mastercard. Both used creative ways to bring their #RWC2019 content to life in a way that still felt authentic to their own products and services.

Winning strategy

Your influencer marketing strategy should focus on people and other brands who will champion your content and your initiatives, but in a way that is mutually beneficial and relevant to them.

With MaybeTech’s social media influencer tool, you can find, analyse and engage with the most influential people in the conversation about you and those conversations relevant to your organisation. Get started for free