The monthly digital report developed by Samba Digital, which analyzes the performance of the official Instagram profiles of more than 125 betting houses in August, points out that they once again reached the mark of 10 million engagements. Campaign posts from Betão and Superbet lead the ranking of interactions achieved during the period.
In the month of August, the post with the highest number of engagement was from Betão in collaboration with the influencer @LucasLoketa, in a video with emotional tones and highlighting the influencer's generosity, who financially helps a lady selling products on the street with her daughter. The content, with emotional tones, reached 727 thousand engagements.
The second post with the best performance is from Superbet in collaboration with São Paulo FC and the Artificial Intelligence project, where the legendary coach Telê Santana sends a voice message to the fans of the club sponsored by the operator. The post reached 268 thousand engagements and surpassed the follower base with an engagement rate of 204%.
Betão (1.9M) and Esportes da Sorte (1.85M) also showed better performances in the total engagement ranking in August. Leader in July, F12.Bet fell to the 3rd position while Luva.Bet (moved from 16th to 4th) and Superbet Brasil (moved from 11th to 5th) grew strongly and complete the Top 5.
Despite the good numbers in terms of content consumption, the Samba Digital report points out a decrease in the acquisition of new followers. The historical peak, reached in June with more than 1.2 million new followers, reduced to just under 300 thousand in August.
During the same period, Realsbet was the betting house with the highest growth (90k new followers). In the ranking, follow Esportes da Sorte (36k), Estrelabet (29k), Betnacional (15k), and H2Bet (13k).
The brand with the highest number of posts published in the month of August was Esportes da Sorte (531), followed by F12 (400) and Bet7K (249), which moved from seventh place in July to third in this last period.
The 10 million engagements mark had been reached for the first time in July and was beaten again in August, despite a drop from 11.56M to 10.1M, making last month record the second-best mark since the monitoring began in 2023.
Despite the good numbers in terms of content consumption, the Samba Digital report points out a decrease in the acquisition of new followers. The historical peak, reached in June with more than 1.2 million new followers, reduced to just under 300 thousand in August.
According to Camila Cunha, iGaming manager at Samba Digital, “this continuous monitoring allows understanding the high trends and how companies have directed their investments”.
“In this report, we can say that among the universe of monitored operators, there is a maturity both in the applicability of content strategies and in the reaction of consumption”, says Camila.
“Understanding the appetite for consumption and investment allows the Samba Digital team to have adequate knowledge to develop strategies that vary from content, through on, off media, physical actions, and everything else that may be interesting at the time of personalized planning”, concludes.
Source: GMB
