Athlete Sponsored Post Engagement 55x Higher Then Brands During NFL Draft

INFLUENCER marketing on social media continues to outperform generic marketing strategies with the recent NFL daft providing great statistics for brands advertising in sport.

Opendorse, who helps the biggest brands in sports share content on social, provides some figures from the recent April event.

64 of the Draft’s top prospects shared more than 120 sponsored posts to Twitter and Instagram throughout the weekend, featuring Bose, Panini America, EA Sports and Gatorade.

The athlete-driven posts earned more than 2.5 million retweets, likes, and comments, earning over 20 thousand engagements per post.

Posts including video have earned more than 5.6 million video views.

With a combined engagement rate of about 32 percent, athletes engaged their audience at a rate more than 55 times higher than that of their brand partners over the same time period.

A performance like this is the outcome of sharing the right content, with the right athletes, at the right time.

By capturing the highly emotional, real-time nature of the NFL Draft, both the brands and the athletes earned big wins on social.