Weekly insights · 20–26 JUL 2026

Chivas posted, the internet responded — and the number that proves it is the biggest of the entire week.

What the data said

01
Everyone was talking about Barcelona and Real Madrid after the World Cup — the views and likes numbers prove the hype is real. But when the question shifts from "who was seen the most?" to "who truly connected?", a Mexican club that doesn't even show up in global trending enters the picture. Chivas recorded a 46.8% ER on TikTok — the absolute record of the week.
02
Leandro Paredes returned to Boca Juniors' embrace with the World Cup under his arm and the noise was enormous in Argentina — over the assaults on Spanish players in the final, the conspiracy theories, the doubts about the national team. And the data backs it up: River Plate had the second highest ER on Instagram photos for the week, at 7.6%, signaling that Argentine football had its fanbase fully charged.
03
Santos, Fluminense, and Botafogo dominated the Reels engagement ranking — three Brazilian clubs occupying the top three positions, with VER above 11.9%. While the European market was riding the transfer frenzy (Rogers to Chelsea, Durán to Benfica, Real Madrid chasing Diomandé), the Brasileirão was firing back in the metrics with a connection that European money didn't buy.
04
Roma had the most efficient photo of the week on Instagram with 8.1% ER — and this at a moment when the Italian club was being overtaken by Al-Hilal in the race for Summerville. Losing a signing and still leading photo engagement: sometimes the "almost" narrative drives more engagement than the announcement itself.

The contrast

Real Madrid was the most viewed of the week — 31 million views on a single Reel, a number most clubs will never reach in an entire season. But the leader in real engagement, the index of who stopped, watched, and reacted, was Chivas — a club that didn't even make the big transfer headlines. That is exactly the difference between being big and being felt.

What to watch

Chivas appeared 30 times in the weekly top-10 and led TikTok for five consecutive days — that's no accident, it's a trend. If the pre-season keeps moving, next week could confirm whether we're looking at a new pattern or an isolated peak.