Click-Through Rate
What is it?
The percentage of viewers who click on a specific link or call-to-action in an athlete's sponsored content compared to the total number of viewers, measuring the effectiveness of the content in driving audience action.
Example:
Flau'jae Johnson, a college basketball player, shares a sponsored post about a new basketball line. The post reaches 2,000 viewers, and 100 of them click on the link to shop. Flau'jae's click-through rate for this post is 5% (100 clicks ÷ 2,000 views × 100).
How can it be used?
In athlete influencer marketing, click-through rate is valuable for:
Assessing the effectiveness of an athlete's sponsored content in driving audience action
Comparing performance across different types of posts or campaigns
Identifying which calls-to-action resonate most with an athlete's audience
Helping brands determine the return on investment for their athlete partnerships
Guiding future content strategies by highlighting what motivates an athlete's followers to engage
A high CTR indicates that the athlete's content and call-to-action are compelling to their audience. For instance, if Flau'jae Johnson consistently achieves higher CTRs in her sponsored posts compared to industry averages, it demonstrates her effectiveness as a brand ambassador and could lead to extended or expanded partnership opportunities with basketball equipment brands or other relevant sponsors.