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:

  1. Identifying Rising Stars: Rapid follower growth can indicate emerging talent or athletes gaining mainstream attention, making them attractive for early partnership opportunities.

  2. Measuring Impact of Events: Significant follower growth often correlates with major sporting events or personal achievements, helping brands time their collaborations for maximum impact.

  3. Assessing Long-term Potential: Consistent follower growth suggests an athlete's sustained relevance and potential for long-term brand partnerships.

  4. Evaluating ROI: For existing partnerships, follower growth can demonstrate the expanding reach of sponsored content, potentially justifying higher rates for future collaborations.

  5. Competitive Analysis: Comparing follower growth rates among athletes in the same sport can help brands identify the most promising influencers in a particular niche.

  6. Platform Strategy: Analyzing growth across different platforms (e.g., Instagram vs. TikTok) can guide decisions on where to focus sponsored content efforts.

  7. 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.