BWF Trendsetters on Social

The BWF is well on its way to delivering its goal of being the number one International Federation on social media with the release of the 2019 International Sports Federations Social Media Rankings by Burson Cohn & Wolfe Sports (BCW Sports) last week.

The BWF topped one category and featured in the top five on numerous others as the sport’s native platforms experienced exponential growth in the past 12 months.

Our efforts on Instagram are particularly remarkable given we only launched our account on 13 August 2019. Here are our major achievements:

  • 4K new Facebook followers (up 50.06%); 37.4K new Twitter followers (up 27.6%); 592.4K new YouTube subscribers (up 72%); 824.7K new Weibo followers (up 92.1%).
  • 85 million engagements on Facebook compared to previous 12-month cycle (up 249%).
  • 233,015 followers on BWF Instagram account since launch date with 8.68 million engagements.

On top of this, the successful audit and revamp of our short-form video content led to 235.5 million video views on Facebook (up 419%) and 160.9 minutes of video viewed on Facebook (up 321%); while on YouTube we had 240.7 million video views (up 134%).

When compared to our rival sport federations, these numbers look even better.

Top Achievements in 2019 International Sports Federations Social Media Rankings

  • 4 for Highest Follower Growth on Instagram with 233,015 new followers since launch date on 13 August – an increase of an extraordinary 5,602.7% (behind only FIVB, FIBA, and World Rugby).
  • 1 for True Reach on Instagram with an average reach 149,000 people per post (which is based on real users, as opposed to automated bots or sporadic users).
  • 5 for Highest Growth of Page Likes on Facebook with 202,697 new likes at rate of 42.72%.
  • 2 for Total Views on Facebook at 659,782,934 sandwiched between FIBA 3×3 and FIBA.
  • Combined No.1 for Highest Engagement on Facebook: 4,442,731 likes (2nd), 186,064 comments (3rd), and 596,349 shares (2nd).
  • 2 for Most Interactions on Twitter with 588 per post behind only FIFA.
  • Highest growth rates on Twitter with 35% for @bwfmedia and 56.48% for @bwfscore.


Overall, our level of engagement with fans has us poised to reach even higher in 2020.

As the Burson Cohn & Wolfe Sports study says: “Despite the number of followers, the BWF is able to get high engagement on every post that is shared, ensuring that the information/post is not only consumed by one individual, but by hundreds, if not thousands.”

Download full rankings here.