Apr 08, 2025 - The 2024/25 World Cup season saw FIS break new boundaries on social media with posts attracting a record reach of 1.26 billion, two and a quarter times more than last season’s figure of 560.5 million.
A total of 56m interactions was also more than two and a half times greater than 21.5m from the 2023/24 campaign. Engagement was up as well, from 4.3% to 4.6%, with just over 35,000 posts from October 1 2024 to March 31 2025.
All FIS social media channels on Instagram, Facebook, TikTok, WhatsApp, YouTube, X and LinkedIn have a combined 2.6m followers, a growth rate of 60% year-on-year. FIS is also growing in China with 900,000 followers across their social media platforms Douyin, Weibo and Xiaohongshu, up 30% from this time last year.
Ski jumping has been a revelation on TikTok with mobile phone footage of Daniel Huber’s leap at Vikersund last season, posted in late January, viewed well over 100m times. That is by far the most popular post across all platforms with the next - Nika Prevc’s world record at the same venue in mid-March - quickly attracting 15m views.
@fisskijumping Craaaazy guy 🤯 #fisskijumping #skijumping #flying #wings #crazy #peopleareawesome #insane #wintersport #dontdoit
♬ dźwięk oryginalny - serek skoki
TikTok has shown the biggest growth for FIS with a total reach of just over 400m, more than 15 times the respective figure from last season. Followers have swelled from 67,000 to a massive 580,000 across FIS’ nine channels on TikTok. With 215,000 followers, FIS Ski Jumping leads the way on TikTok.
The top five posts in terms of reach were all on TikTok with Ski Jumping filling the first four spots. Next was Andri Ragettli’s spectacular promotion of Winter Sports on FIS Park & Pipe season, also on TikTok.
@fisparkandpipe Check out #Wintersport for all things ski and snowboard ❄️😍#fis
♬ original sound - FIS Park & Pipe
Instagram remains top in terms of reach for FIS with a figure of 609m, up 67% on last season. That is largely down to 500,000 followers of FIS Alpine, the biggest FIS channel on the platform with an increase of 18.5% on the start of the season.
FIS Alpine also exhibited strong growth on Facebook with an increase in followers of 19.5% throughout the season to 288,000. As a whole, FIS’s reach on Facebook doubled on last season to 210m.
Reels on Instagram fill sixth to ninth place in terms of most popular posts, headed by a FIS Snowboard Racing video of the German team training at Saas Fee ahead of the start of the season.
The various FIS World Ski Championships helped contribute to the impressive numbers. Also playing their part were new formats such as ‘Behind The Medal Plaza’ at the FIS Alpine World Championships in Saalbach, Race Talk in Sölden, Vlogs, and the Race Weekend Recap Show, plus original documentaries like ‘The Overlooked’ featured Nordic Combined athletes.
Another success story has been FIS providing athletes and National Ski Associations (NSAs) with World Cup and World Championship competition footage via the FIS Content Exchange Platform. This has generated great value for all concerned with athletes and NSAs keen to share these videos on their official social media channels.
With the Olympic Winter Games Milano Cortina 2026 providing a focal point for next season, there will no doubt be similar opportunities for innovation, leading to further interaction with users on social media.
