Follower Growth
What is it?
Follower growth refers to the increase in an athlete's social media followers over a specific period. It's typically measured as a percentage or absolute number and indicates the athlete's rising popularity and expanding reach on social media platforms.
Example:
Using the Athlete Marketing Intelligence Platform, you can see that Caitlin Clark's Instagram follower count grew from 500,000 to 650,000 in the month following her record-breaking performance in the NCAA tournament, representing a 30% growth rate.
How can it be used?
In athlete influencer marketing, follower growth is a critical metric for several reasons:
Identifying Rising Stars: Rapid follower growth can indicate emerging talent or athletes gaining mainstream attention, making them attractive for early partnership opportunities.
Measuring Impact of Events: Significant follower growth often correlates with major sporting events or personal achievements, helping brands time their collaborations for maximum impact.
Assessing Long-term Potential: Consistent follower growth suggests an athlete's sustained relevance and potential for long-term brand partnerships.
Evaluating ROI: For existing partnerships, follower growth can demonstrate the expanding reach of sponsored content, potentially justifying higher rates for future collaborations.
Competitive Analysis: Comparing follower growth rates among athletes in the same sport can help brands identify the most promising influencers in a particular niche.
Platform Strategy: Analyzing growth across different platforms (e.g., Instagram vs. TikTok) can guide decisions on where to focus sponsored content efforts.
Content Performance: Correlating follower growth with specific types of content can inform both athletes and brands on what resonates most with the audience.
For example, a brand partnering with Caitlin Clark could leverage her rapid follower growth during the NCAA tournament to launch a campaign, capitalizing on her expanded reach and heightened public interest. This growth also indicates her rising influence in women's basketball, making her an increasingly valuable partner for sports-related brands targeting young, engaged audiences.