Leeds Rhinos digital review of the year – Instagram

In our second feature reviewing the Rhinos digital year we look at our impact on Instagram throughout the year where we have seen significant growth in 2016.
Instagram is a photo sharing platform that was first launched in 2010. This year we have looked to use our official verified Instagram account to not just share information on the team but also take users behind the scenes with images from the dressing rooms and the tunnel as well as the training ground.
Instagram Win at Hull 2,522 react

Thank you to everyone who travelled over to Hull last night, incredible support as always
A video posted by Leeds Rhinos (@leedsrhinos) on


We also use Instagram to share special events with our followers like players birthdays, which are always popular especially with video content now on Instagram. Worldwide 95 million photos and videos per day are shared on Instagram which shows the potential reach for this social media platform for us.
Danny McGuire birthday highlights

To celebrate @dannymcguire6 birthday here are some of his best bits so far
A video posted by Leeds Rhinos (@leedsrhinos) on


Statistics show that in 2016, 300 million people a day use Instagram and, compared to other social media platforms, it currently has the highest levels of engagement. We try to use the site to share special moments with our supporters and followers. This post was of Rob Burrow’s try in the Dacia World Club Challenge against North Queensland Cowboys back in February. Whilst the result did not work out for us, sharing that particular moment proved a hit on the night.
Rob Burrow Try v North Queensland

Rob Burrow goes over for a try against the Cowboys in #worldclubchallenge
A photo posted by Leeds Rhinos (@leedsrhinos) on


Our peak time for users on the official Instagram account is 9pm with, unsurprisingly Friday nights being our busiest night of the week. With match nights we try to take our users inside the camp to give them a unique view of the game and enhance their matchday experience whether they are watching at home on TV, at the game live or just following the action on social media.
Warm up v Giants

The warm up gets underway
A video posted by Leeds Rhinos (@leedsrhinos) on


We have seen an 80% in the amount of followers we have on Instagram during 2016. On 1st January 2016, we had 17,431 followers, which has increased now to nearly 32,000. We are the most followed team in Super League on Instagram with Wigan next on 24,200.
Our most engaging post in 2016 was this image of Jamie Jones-Buchanan from the dressing room at the KCOM Stadium after we had defeated Hull FC in his 350th game for the club. The hashtag #JJB350 was our most successful of the year with 1,209 interactions using that hashtag.

Congrats JJB, what a way to mark 350 games! #JJB350 #leedsrhinos
A photo posted by Leeds Rhinos (@leedsrhinos) on


Instagram also allows us to interact with a younger demographic than some of our other social media platforms. This was particular evident when we used Instagram to announce our new Under 16 Scholarship players who had signed professionally with the club for the first time for the 2017 season. We did this via the platform with a promotional video for each player. All the videos were popular, with the players sharing the post with their friends and class mates.


The biggest age group of our followers on Instagram is 25-34 year olds with 38% of our followers being female, this compares to 30% on Facebook and 31% on Twitter. Each post on Instagram receives on average 551 Likes and we try to offer the enjoyable side of being a Rhinos fan too including this great video of Kallum Watkins and Ashton Golding kicking goals from the corner flag and both hitting the post (Ashton gets the kick in as well!)

Check out these efforts by Rhinos stars @kallumpwatkins3 and @ashtongolding1 #leedsrhinos
A video posted by Leeds Rhinos (@leedsrhinos) on


If you would like to find out how your business can become a partner of Leeds Rhinos and make the most of our following on social media please call our Sales team now on 0113 2033222.