Engagement Rate
What is it?
In athlete influencer marketing, the engagement rate is a crucial metric that measures the level of audience interaction with an athlete's content. It's calculated as the percentage of interactions (likes, comments, shares, saves) a piece of content receives compared to the total number of views or followers. This metric reflects how effectively the athlete's content resonates with their audience and indicates the strength of the connection between the athlete and their followers. For brands, a high engagement rate suggests that partnering with the athlete could lead to meaningful interactions with their target audience.
Example:
Paige Bueckers (Basketball): Using the Athlete Marketing Intelligence Platform, Paige Bueckers shows an engagement rate of 17.52%. This means that for every 100 followers or views, her posts receive an average of 17.52 interactions. This high engagement rate indicates that Paige's content strongly resonates with her audience, making her an attractive partner for brands targeting basketball enthusiasts or young athletes.
Olivia Dunne (Gymnastics): Olivia Dunne, a gymnast from LSU, might have an engagement rate of 15% on Instagram. If she has 1 million followers and a post receives 150,000 likes and comments combined, her engagement rate for that post would be 15%. This high engagement rate makes her valuable for brands looking to reach a young, active audience.
How can it be used?
In athlete influencer marketing, engagement rates help brands identify which athletes have the most active and responsive follower bases. Higher engagement rates often translate to better performance for sponsored content, making these athletes more valuable for brand partnerships. However, it's important to consider engagement rates alongside other factors like audience demographics, brand alignment, and the athlete's overall reputation when planning influencer marketing strategies.