Since its founding in 2010, Instagram has developed into one of the world's largest social media platforms. In 2022, $33.3 billion was spent on instagram advertising by companies, firms, etc. Additionally, almost $5 billion was spent on Influencer marketing in 2022, a 27.8% increase from 2021 and a 34.7% increase from 2019. These statistics show the vast importance influencers have on marketing in today's business world and society as a whole. For this project, I looked into the engagement rates of SunBelt Football athletes. I used at least 2 athletes from each university that had over 1,000 followers on instagram, falling into three categories: Nano, Micro, and Mid-Tier influencers. I compared engagement rates by time of year, position, school, division, influencer tier, certification status, and sponsorship status. Taking the average engagement rates of athletes such as Grayson McCall (QB-CCU), Kyle Vantrese (QB-GSO), and David Nunez (P-TexSt). Average engagement rates were higher for 95% of the athletes studied in this project compared to a selection of NFL athletes with an influencer status of Mid-Tier or Mega. Quarterbacks in this study had an average engagement rate of 22.77% compared to the average nano-influencer engagement rate of 3.69% by Aspire.io. The information found in this study can be used by collegiate athletes to promote the value of their influence for future sponsorship deals.
Magann, N. (2023). Analysis of collegiate athlete social media engagement on Instagram. Association of Marketing Theory and Practice Proceedings 2023. 24. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/24
Advertising and Promotion Management Commons, Marketing Commons, Sports Management Commons