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Madrid, November 21, 2022.
Automotive brands do not seem to have a good ‘engagement’ with their audiences when athletes appear in their publications, according to Sortlist
The 2022 World Cup is approaching and the sports vibes are beginning to be felt. At this time it is common to see how companies associate with athletes to promote their brand. What is the true relationship between sport and social networks? More specifically, what is the effect that athletes have on the interaction with brands? To answer that question, Sortlist has carried out a study of social networks of different companies in different sectors and study the difference between the interaction in those publications that included athletes and those that did not.These are some of the conclusions of the study:• The food and beverage sector continues to be the sector in which the most brands have higher engagement in posts with athletes than in posts without them.• Automotive brands do not seem to engage their audiences well when athletes appear in their posts.• Luxury brands mostly fail to generate engagement in posts with athletes.• Although food and beverage brands have a higher engagement rate, people engage more with hygiene brand posts ne and personal care used by athletes. • Finance and cryptocurrency brands that use athletes have a higher engagement rate on their posts with athletes than on posts without them. (Source: https://www.sortlist.es/blog/deporte-y-redes-sociales/) In the report, a third of the companies analyzed had much higher brand engagement when they included athletes in their social media posts. social media—above 2%—compared to posts without them. However, this is not always the case. Despite all its titles and medals, Mercedes-Benz is one of the brands in the analysis with the lowest engagement rates on its social posts featuring athletes (0.01%) such as Roger Federer and Simona Halep, reaching report lower engagement than posts without them (0.11%). In contrast, all of the finance and cryptocurrency brands in the research see a higher rate of engagement on their posts with athletes than on posts without them, which makes it clear that this new player is here to stay. The full study can be found here: link About Sortlist Sortlist is Europe’s largest marketplace in the marketing industry. The company was founded in 2014 in Belgium as a start-up to facilitate B2B purchasing in the marketing sector. Today, Sortlist has offices in seven countries.
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