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Marketability Data

What is it?

Marketability data in athlete influencer marketing refers to a comprehensive set of quantitative and qualitative metrics that evaluate an athlete's potential to attract, engage, and influence target audiences. This data encompasses various factors including, but not limited to, social media reach, engagement rates, audience demographics, brand affinity, follower growth, other sponsored partners and overall social performance. Marketability data provides a holistic view of an athlete's commercial value, helping brands and marketers make informed decisions about partnerships, sponsorships, and marketing campaigns.

Example:

Shelomi Sanders' marketability data includes 700,000 followers, a 12% engagement rate, and a primarily male audience. This data highlights her strong online presence and effective reach, making her an appealing choice for brands targeting a similar demographic.

Additional examples of marketability data for athletes:

  1. Paige Bueckers (Basketball):

  • Social Media: 1.2 million Instagram followers, 15% engagement rate

  • Audience: 60% female, 70% aged 18-24

  • Brand Affinity: High affinity for sportswear and health supplements

  1. Trevor Lawrence (Football):

  • Social Media: 3.5 million followers across platforms, 8% average engagement rate

  • Audience: 75% male, 65% aged 25-40

  • Brand Partnerships: Existing deals with major sports brands

  • Media Mentions: Average of 500 weekly mentions in sports media

  1. Suni Lee (Gymnastics):

  • Social Media: 2 million TikTok followers, 20% engagement rate on the platform

  • Audience: 80% female, 50% aged 13-21

  • Content Performance: Gymnastics tutorials receive 3x more engagement than lifestyle content

How can it be used?

  1. Partnership Selection: Brands use this data to identify athletes whose audience aligns with their target market.

  2. Campaign Planning: Marketability data informs the type of content and messaging that will resonate best with an athlete's audience.

  3. ROI Prediction: By analyzing past performance and engagement rates, brands can forecast potential returns on their marketing investment.

  4. Pricing Negotiations: This data helps determine fair compensation for athlete partnerships based on their reach and influence.

  5. Risk Assessment: Public perception data and past behavior analysis can help brands avoid potential controversies.

  6. Cross-Platform Strategy: Understanding an athlete's performance across different social media platforms allows for tailored marketing strategies.

  7. Long-term Potential: Marketability data can indicate an athlete's potential for growth and sustained influence, informing long-term partnership decisions.

  8. Competitive Analysis: Brands can compare marketability data across athletes to make informed choices about which partnerships will be most effective.

By leveraging comprehensive marketability data, brands and marketers can make more strategic decisions in their athlete influencer marketing efforts, leading to more effective campaigns and better return on investment.