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Micro-Influencers Can Have Maximum Effect For Sports Entities

The internet is a big, overcrowded space where everyone is fighting for impressions, engagement and followers. Getting noticed is becoming increasingly difficult for anyone, let alone sports organizations and brands.

There are approximately four billion active users on social media globally, a number that has steadily grown over the past few years and represents over 50 percent of the world’s population.

Getting everyone’s attention is impossible, but that doesn’t stop content creators from trying.

Sports organizations have become global entities, capturing the hearts of fans, regardless of where they live. Some of the biggest names in sports have even reached hundreds of millions of followers across various social media accounts.

For many smaller sports organizations, who do not have an extensive global following, these numbers may seem astronomical. But they do not necessarily need a vast number of followers to increase reach and see results.

The Influencer Market

Enter influencers.

While influencers have been around for years, their prevalence and impact have risen steadily. In fact, influencer marketing is expected to grow to a market size of around $15B by 2022.

By working with influencers and advocates, marketing departments are able to increase their reach and grow their brands. Sports figures are some of the biggest influencers in the world. Cristiano Ronaldo, for example, became the first person in the world to surpass 500 million social media followers.

Needless to say, one post from Ronaldo can have a major effect on any brand in the world. While most sports organizations would love to have an influencer of Ronaldo’s caliber, data has proven they don’t necessarily need one to achieve their desired results.


The Power of Micro-Influencers

There are several tiers of influencers:

  • Mega-influencers, such as Ronaldo, who have more than 1M followers
  • Macro-influencers, who boast between 100,000 and 1M followers
  • Micro-influencers, who have between 1,000 to 100,000 followers
  • Nano-influencers, who have fewer than 1,000 followers but have influence within a specific niche

While everyone would love to have a mega-influencer to leverage on social media, it is actually the micro-influencers who yield the best engagement results.

Micro-influencers on Instagram, for example, have an average engagement rate of 3.86 percent, while mega-influencers have an engagement rate of 2.21 percent. On YouTube, micro-influencers see an average engagement rate of 1.64 percent, while mega-influencers barely reach 0.4 percent. On TikTok, the difference is even more extreme, with micro-influencers enjoying an 18 percent engagement rate, whereas mega-influencers are below 5 percent.

There are plenty of micro-influencers for sports organizations of all sizes and in any geographical location. Even clubs can be advocates for their leagues, receiving content tailored per team to share. Every player on the roster is an influencer, as well. Aside from athletes, sports organizations should leverage local fans, within certain niches and with a level of influence, to promote their content.

Whether it’s expanding the reach and viewership of highlights or deals on e-commerce websites, the opportunities with micro-influencers are limitless.

Optimizing the Influencer Process With Automation & Analytics

Providing influencers with enough personalized, engaging material and content can be tedious for any content team. But with automation solutions, it is easier than ever to create content at scale and share it with influencers and advocates. Automating the content creation process - everything from video highlights to infographics and even written posts that can be edited to fit the influencers’ personalities - makes it easier to provide them with fresh content they can share at the click of a button.

Furthermore, in-depth analytics help understand influencers' impact, provide a better outlook on how their content is performing, how many people they are reaching and whether they need more or different types of content.

Adding more influencers and advocates to your roster shouldn’t mean adding more work. Using automation tools like Content X allows content teams to maximize the influence of their content without over-exhausting their creators.

Want to learn more about Content X? Book a demo today.

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