Archery’s celebrates digital milestones in 2024 Redtorch report
Archery’s digital footprint continued its upward trajectory in 2024, with World Archery and its national federations experiencing record engagement, as revealed in the latest Redtorch social media performance report.
The findings highlight the sport’s increasing online presence and its broader impact within the international sports community.
In 2024, World Archery and its member associations reached 1.3 million total followers across major social media platforms, marking a 10% increase from the previous year.
The report also indicates a 33% year-on-year surge in engagements, totalling 4.9 million interactions across 28’200 posts. This growth was fuelled by engaging content, including match highlights, behind-the-scenes footage and athlete-focused storytelling.
Globally, the SportOnSocial International Federations 2025 report places World Archery 11th overall among Olympic international federations for social media performance. The federation demonstrated strong platform-specific achievements, ranking 6th on Facebook, 11th on Instagram and 14th on TikTok, reflecting its growing digital influence.
The results align with global trends observed across international sports federations.
The SportOnSocial report notes that Instagram accounted for 76% of all digital sports engagement in 2024, mirroring its peak usage during Tokyo 2020. It also underlines the importance of short-form content, a move reflected in World Archery’s 188% increase in Facebook reels usage.
”We are incredibly proud of the digital strides made in 2024. Our focus on digital growth and engaging content has allowed us to connect with more fans than ever before. We look forward to further expanding our reach and deepening our impact in the coming years.”
World Archery’s collaboration with Redtorch, initiated in 2022, aims to evaluate and enhance digital performance leading up to, during and after Paris 2024.
The first report set a baseline of activity at the end of 2022, the second measured improvement during 2023 and the third assessed the success of national archery federations’ promotional strategies during the Games.
In 2024, Facebook remained the largest platform, while Instagram led in both engagement and growth. YouTube achieved a 17.2% increase in subscribers, driven by the rising popularity of shorts and comprehensive event coverage.
Notable performances included Korea topping the charts among national archery federations on YouTube, securing the number one spot for growth, engagements and video views.
The USA led in overall growth and engagements, ranking first on both Facebook and Instagram. Saudi Arabia saw the fastest growth on Instagram, gaining 17.4K new followers, nearly triple that of the second-highest nation.
World Archery aims to continue to refine its content strategy, emphasising athlete-driven narratives and platform-specific content optimisation.
For an in-depth look at the data and insights driving archery’s digital success, download the full social media reports.
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