Do athletes help brands methodology?

[biplob752]

We are a few weeks away from the 2022 World Cup and the sports vibes are beginning to be felt. At this time it is common to see how companies associate with athletes to promote their brand. At Sortlist we ask ourselves: what is the true relationship between sport and social networks ?

More specifically, what is the effect that athletes have on the interaction with brands?

To answer that question, we dove into the social media of companies across industries and studied the difference between Buy Email List engagement on posts that included athletes and those that didn't.

These are some of the conclusions of our study:

Food & Beverage continues to be the industry where most brands have more engagement in posts with athletes than posts without them.
Automotive brands do not seem to have a good engagement with their audiences when athletes appear in their posts.
Luxury brands mostly fail to generate engagement in posts with athletes.
Although food and beverage brands have a higher engagement rate, people engage more with posts from hygiene and personal care brands used by athletes.
Finance and cryptocurrency brands that use athletes have a higher engagement rate on their posts with athletes than on posts without them.
In this article

Food and drink: Forever the winners of sports marketing
Athletes increase brand interaction on Instagram 3 times
Automotive: 7-time F1 winner Mercedes-Benz fails to win in Instagram game
Dealers and vehicle maintenance products get better results mixing with sports and social media
Finance and cryptocurrencies: The new player on the court
Retail: Luxury brands do not get luxury engagement with sports and social networks
Hygiene and personal care: Sports fans are also fans of hygiene
Conclusion: The impact of sport on social networks is real
Food and drink: Forever the winners of sports marketing
Athletes increase brand interaction on Instagram 3 times
In our study, a third of the companies surveyed had significantly higher brand engagement when they included athletes in their social media posts— over 2% —compared to posts without them.

According to Rivaliq 's Social Media Industry Benchmark Report 2022 , the average engagement rate on Instagram is 0.67% across all industries.

Sprite sees a nearly 30% increase in brand engagement when basketball player Trae Young is in the feed, and Blue Coast Brewery sees a 20% increase when F1 driver Daniel Ricciardo appears in their feeds. posts, validating the alliance between sport and social networks.

The pasta giant Barilla takes the crown of engagement for a food brand: the interaction rises 71% with athletes . The faces behind their sports messages? Tennis players Roger Federer and Coco Gauff.

I LIKE THE IDEA
Madrid, Spain
5/5 - 0 recommendation
SEO
Creativity and Design
digital strategy
Marketing
Meet the agency
arrow_forward
Automotive: 7-time F1 winner Mercedes-Benz fails to win in Instagram game
Despite all its titles and medals, Mercedes-Benz is one of the brands in our analysis with the lowest engagement rates on its social posts featuring athletes (0.01%) such as Federer and Simona Halep, reaching report less interaction than in posts without them (0.11%).

Dealers and vehicle maintenance products get better results mixing with sports and social media
Car brands with athletes do not seem to have a good engagement with their general audiences when they mix sports and social networks. On the contrary, it is car dealers like CarNext ( 32.19% ) and CarSales ( 13.85% ) and car maintenance products like Mobil1 that have the most interaction when they include athletes like Daniel Ricciardo, Max Verstappen and Karl-Anthony Towns.