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Which bookmaker has the Best social media?

The online betting scene has exploded in recent years. With it has come the rise of social media. The focus on attracting new customers has now shifted from traditional advertising techniques to social media interaction.

Bookmakers use media platforms like Twitter, Facebook and Instagram as an efficient way to expand their pool of customers. These platforms provide easy access to potential customers and new accounts. With millions of people using some form of social media on a daily basis, social media provides bookmakers with immediate access to both new and existing customers.

In this article we are going to explore how 25 of the world’s most popular bookmakers use social media to attract and retain their clientele.

Best Social Media – Brands Considered In This Study

PETAR ALT 888sport social media bet365 social media William Hill social media
Betfair social media Betfred social media Betsafe social media Betway social media BetVictor social media
Boylesports social media ComeOn social media Coral social media Energy bet social media Genting bet social media
Ladbrokes social media LeoVegas social media Marathonbet social media Matchbook social media Netbet social media
Paddy Power social media skybet white Sportingbet social media Winner Sports social media Unibet social media


The social media platforms we will take into consideration are:

Facebook bookmaker social media

Twitter bookmaker social media

Youtube bookmaker social media

Instagram bookmaker social media

The categories we will take into account are::

  • Number of Facebook followers
  • Number of Twitter followers
  • Number of Instagram followers
  • Number of Tweets
  • Number of Youtube video views
  • Number of Youtube videos
  • Most watched Youtube video

Our data was collected between 1st and 10th February 2019.

The Best Bookmakers For Social Media

From the data we’ve gathered, we can see that Paddy Power and bet365 dominate the social media scene, sharing between them the most number of Twitter and Facebook followers. Unibet come in third place, with almost one million combined Twitter and Facebook followers.

Top 3 Bookmakers For Social Media

Best bookmakers social media

Even non-bettors are familiar with Paddy Power’s social media campaigns. With their somewhat irreverent and cheeky humour-filled tweets and facebook posts, the Paddy Power style of social media has certainly brought plenty of attention to their brand.

Paddy Power’s popularity has spread to a number of (so-called…) celebrities. They have convinced the likes of former footballer Rhodri Giggs and actor Sid Owen to poke fun at themselves in a series of advertisements on social media and television. The Giggs advert in particular caused somewhat of a stir, with the current ‘Loyalty Is Dead’ advertising campaign.

There’s seemingly no one who can escape Paddy’s humour. Fan Denial has proved to be one of the most popular additions to their quirky social media interactions, with light-hearted ridicule of fans who express their dissatisfaction in Twitter and Facebook posts.

There is however, a serious side to Paddy Power. Via their social media channels Paddy Power provide a series of sports blogs and reports providing unique insights.

In addition to their general Twitter site @paddypower, you can also access a dedicated customer service page @AskPaddyPower.

Bet365 provide serious competition for the most popular social media channels. Bet365 appear to have a more conventional approach, with the focus on the odds and promotions.

There are individual Twitter pages for various countries provided by bet365. Rather than a ‘one-size-fits-all’ approach, bettors in selected countries can access sites that focus on betting where they reside.

Home of #InPlayWithRay, head to @bet365 for the latest Twitter news and offers.

Betfair may be a surprise addition to this list, but a million social media followers they’re obviously doing something right. This is particularly the case when it comes to Youtube, with Betfair (and Paddy Power) dominating all competition.

Coming up just behind our top three are Sky Bet and William Hill. Betfred, Unibet and Coral are also close to breaking into the top three best bookmakers for social media, but Paddy Power, bet365 and Betfair currently lead the way.

Which Bookmakers Have The Most Facebook Followers?

Let’s crunch the numbers. Bet365 currently reign supreme in the followers stake, with an incredible 1.8 million of the public following their Facebook page. Paddy Power lie in second place, with Unibet making up the top three.


Rank Logo Bookmaker Followers
1 bet365 social media bet365 1,814,802
2 Paddy Power social media Paddy Power 1.556,288
3 Unibet social media Unibet 861,302
4 William Hill social media William Hill 655,738
5 Betfair social media Betfair 654,623


Which Bookmakers Have The Most Twitter Followers?

Paddy Power are well ahead of their rivals in terms of Twitter followers. Paddy has almost double the number of followers than second place bet365 with over 600,000 in their ranks.

There’s not much in it between bet365 and Sky Bet, who lie in third place with over 360,000 Twitter fans.


Rank Logo Bookmaker Followers
1 Paddy Power social media Paddy Power 643,094
2 bet365 social media bet365 381,808
3 Skybet social media Skybet 364,876
4 Coral social media Coral 333,452
5 William Hill social media William Hill 208,540


Which Bookmakers Have The Most YouTube Views?

What’s interesting with bookmaker YouTube views is that, generally speaking, those bookmakers with the most Twitter and FB followers don’t tend to do as well in terms of views on their YouTube videos.

Betsafe make their first appearance in our top five lists, with over 32 million views of their video offerings. They lie in third place, behind Betfair and, of course, social media powerhouses Paddy Power.


Rank Logo Bookmaker Views
1 Betfair social media Betfair 34,285,615
2 Paddy Power social media Paddy Power 33,091,578
3 Betsafe social media Betsafe 32,379,823
4 Betfred social media Betfred 12,179,977
5 bet365 social media bet365 8,664,956


Which Bookmakers Have The Most Instagram Followers?

Paddy Power. It’s that name again, but Paddy have the most Instagram followers to add to their terrific numbers on all social media accounts. They lie in number one spot, ahead of Betsafe and Sky Bet.


Rank Logo Bookmaker Followers
1 Paddy Power social media Paddy Power 136,730
2 Betsafe social media Betsafe 52,933
3 Skybet social media Skybet 27,576
4 Unibet social media Unibet 25,107
5 William Hill social media William Hill 22,061


Bookmaker Social Media: Our Verdict

Paddy Power are easily our number one in overall social media interaction. Topping our lists in both Twitter and Instagram followers, they also come second in YouTube views and Facebook fans. Maybe a quirky take on the latest sports events is the way to go…

Bet365 have huge social media appeal. Betfair have increased their presence in media platforms, and it’s likely that this will have a big impact on new customers with their Sportsbook.

So, it seems that social media is the way forward in terms of attracting new customers. We expect that more bookies will start taking this form of advertising and interaction more seriously in the coming years.