The sports management agency EIS and the digital intelligence platform Virality conducted research sponsored by MSA on the Instagram profiles of footballers, volleyball players, basketball players and their teams who play in our main championships, to find out what lies behind their fans. digital bases.
Several systemic trends have emerged, which are repeated in all three communities.
Male profiles are more followed than female ones. In football the difference in fan bases is 40:1, while in volleyball and basketball it drops to 4:1 and 3:1 respectively. Regarding basketball, it should be added that two thirds of the players monitored have a fan base of less than 5,000 followers.
Athletes of all sports tend to be more popular than clubs.
Regarding Serie A football, in 17 out of 25 clubs there is at least one player with more followers than the club he belongs to, in basketball there are 21 out of 30 and in volleyball even 24 out of 26. The case of AC Monza is emblematic who have 4 more followed players than their official profile.
There is a common generational distribution of followers.
The main target of more than three quarters of players is Generation Z (18 – 24 years), while that of all clubs, without exception, are Millennials (25 – 34 years).
The followers are mostly men.
The vast majority of athletes and clubs are followed primarily by men, including the accounts of the players and clubs of the women’s championships.
There are few exceptions, such as, in football, the captain of Monza Matteo Pessina (53% of the female fan base) and, in volleyball, the central defender of Cisterna Volley Daniele Mazzone (68%).
Athletes have an Engagement Rate significantly higher than that of Clubs.
In football we have an average of 8.84% for men and 7.43% for women, compared to that of the clubs, which stops at 1.41% for men and 1.66% for women. Extreme case: Juventus, first in terms of number of followers among Italian clubs (over 60 million), but last in terms of engagement capacity (0.18%).
Overall, the highest Engagement Rate is found among basketball players, capable of involving on average over 12% of their followers, with Ilaria Panzera of Allianz Geas Sesto S.
Giovanni looking down on everyone (23.42%). In this case, the lower average number of followers plays to the advantage of this cluster.
Clubs boast a greater frequency of publication.
All athletes prove to be quite lazy, with an average number of contents ranging from 1 to 6 every 15 days. On the contrary, on this front the teams are much more committed, animated by a greater communicative urgency. Their average ranges from 30 to over 100 pieces of content every 15 days.
The footballers are at the top for Virality Score.
Thanks to Virality we can analyze a further value, built on the weighted cross-referencing of the data itself. It is the so-called “Virality Score”, which allows us to draw up the definitive ranking. In this way we discover that Serie A players, with 61.93 points on average, represent the most effective category. The prize for best goes to Dusan Vlahovic with 83 points, but the gap with the second, Nicolò Barella, is only 1 point. The best among the volleyball players is the Japanese Ran Takahashi of Vero Volley Monza (76 points) and among the basketball players it is the Virtussino Achille Polonara (68 points).
“Except for the amount of content posted, the research clearly demonstrates that players on Instagram have more value than the teams they play for – comments Enrico Gelfi, founder of EIS – It is the sign of the time in which we live and in which the fans they identify more with the individuals, who they continue to follow even in the event of a change of shirt. It is the champions who arouse the greatest emotions and generate the most curiosity.
Aware of this, I believe that the sport system must bring out more and more characters, capable of driving the different movements. “The Sinner Effect” is here to remind us of this”.
I strongly believe in the need for us sports managers to study and analyze data – concludes Fabio Pagliara, president of MSA, the association that brings together Italian sports managers – We are and will always be available to these important initiatives. They must be tools of analysis and reflection that are useful to those who do our work to grow and especially to make the realities we work for grow. The sports manager must be increasingly competent and we are very committed to this issue, it is our mission.
2024-05-14 09:30:00
#Social #Series #research #wins #Instagram
