{"id":228,"date":"2022-12-29T15:54:01","date_gmt":"2022-12-29T15:54:01","guid":{"rendered":"https:\/\/www.sortlist.nl\/datahub\/?post_type=reports&#038;p=228"},"modified":"2024-02-19T09:08:19","modified_gmt":"2024-02-19T09:08:19","slug":"sport-en-sociale-media","status":"publish","type":"reports","link":"https:\/\/www.sortlist.nl\/datahub\/reports\/sport-en-sociale-media\/","title":{"rendered":"Kunnen sporters via sociale media uw betrokkenheid vergroten? &#8211; Studie \ud83d\udd0d"},"content":{"rendered":"\n<div id=\"section-638a0103e246f\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">In dit rapport: <\/h2>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#section-638a0103e24b7\" target=\"_blank\" rel=\"noreferrer noopener\">Voedings- en drankmerken: Voor altijd de winnaars van sportmarketing<\/a><\/li>\n\n\n\n<li><a href=\"#section-638a0103e252d\">Auto: 7-voudig F1-winnaar Mercedes-Benz wint niet bij het Instagram-spel<\/a><\/li>\n\n\n\n<li><a href=\"#section-638a0103e256b\">Financi\u00ebn en Crypto: De nieuwe speler op het terrein<\/a><\/li>\n\n\n\n<li><a href=\"#section-638a0103e25bb\">Retail: Luxemerken krijgen geen luxe betrokkenheid<\/a><\/li>\n\n\n\n<li><a href=\"#section-638a0103e25bb\">Hygi\u00ebne en persoonlijke verzorging: sportliefhebbers zijn ook hygi\u00ebne fans<\/a><\/li>\n\n\n\n<li><a href=\"#section-638a0103e2622\">Conclusie: De impact van sport in sociale media is groot<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Het WK 2022 is nog maar een paar weken van ons verwijderd, en het enthousiasme voor de sport groeit met de dag. In deze tijd van het jaar is het vanzelfsprekend dat bedrijven samenwerken met atleten om hun merk te promoten en een voet tussen de deur te krijgen. Bij <a href=\"https:\/\/www.sortlist.be\/nl\">Sortlist<\/a> stelden we onszelf de vraag: Hoe is de relatie tussen sport en <a href=\"https:\/\/www.sortlist.be\/nl\/social-media\/belgie-be\">sociale media<\/a> eigenlijk?<\/p>\n\n\n\n<p>Meer specifiek, wat is het effect van atleten op merkbetrokkenheid?<\/p>\n\n\n\n<p>Om dit te beantwoorden, doken we in sociale feeds uit verschillende sectoren en bestudeerden we het verschil tussen een post met een atleet en een post zonder atleet.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>Luxe merken<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">met atleten falen meestal op vlak van engagement<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>1\/3<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">van de merken hebben een veel hogere merkbetrokkenheid wanneer ze atleten posten<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong><strong>Voeding<\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">blijft de sector waar de meeste merken een hoger engagement hebben in posts met atleten dan in posts zonder hen<\/h4>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e24b7\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Voedings- en drankmerken: Voor altijd de winnaars van sportmarketing<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e24cc\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-bottom is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-bottom is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Atleten boosten je Instagram engagement met een factor 3&nbsp;<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>Volgens het 2022 Social Media Industry Benchmark Report van <a href=\"https:\/\/www.rivaliq.com\/blog\/social-media-industry-benchmark-report\/\">Rivaliq<\/a> is het algemene gemiddelde engagement percentage op Instagram 0,67% in alle sectoren.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-bottom is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.sortlist.de\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/screenshot-2022-10-31-at-13.15.33.png\" alt=\"Sport en Social Media: Daniel Ricciardo voor Blue Coast Brewing\" class=\"wp-image-8191\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>In ons rapport had <strong>een derde van de merken een veel hogere merkbetrokkenheid<\/strong> wanneer ze atleten in hun social media posts opnamen &#8211; <strong>meer dan 2%<\/strong> &#8211; in vergelijking met posts zonder hen.<\/p>\n\n\n\n<p>Sprite ziet een toename in engagement van <strong>bijna 30%<\/strong> wanneer basketbalprof Trae Young in de feed zit, en Blue Coast Brewery ziet een toename van <strong>20%<\/strong> wanneer Daniel Ricciardo, de F1-coureur, in hun posts verschijnt.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">36.4% of people prefer to use Google, while 32.4% prefer specialists.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e24e8\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">Pastagigant <a href=\"http:\/\/www.barilla.com\">Barilla<\/a> spant de kroon wat betreft engagement voor een voedingsmerk: engagement <strong>stijgt met 71% bij sporters<\/strong>. De gezichten achter de sportposts? Tennissers Roger Federer en Coco Gauff.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"750\" src=\"https:\/\/www.sortlist.nl\/datahub\/wp-content\/uploads\/sites\/17\/2022\/12\/instagram-screenshot-barilla-roger-federer-1024x750.png\" alt=\"\" class=\"wp-image-230\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2022\/12\/instagram-screenshot-barilla-roger-federer-1024x750.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2022\/12\/instagram-screenshot-barilla-roger-federer-300x220.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2022\/12\/instagram-screenshot-barilla-roger-federer-768x563.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2022\/12\/instagram-screenshot-barilla-roger-federer-1536x1126.png 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2022\/12\/instagram-screenshot-barilla-roger-federer.png 1621w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e252d\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Auto: 7-voudig F1-winnaar Mercedes-Benz wint niet bij het Instagram-spel<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e24fe\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">Ondanks al zijn titels en medailles is <a href=\"http:\/\/www.mercedes-benz.com\">Mercedes-Benz<\/a> een van de merken in onze analyse <strong>met de laagste engagement percentages<\/strong> in hun sociale posts waarin atleten (0,01%) zoals Federer en Simona Halep voorkomen, en zelfs met een lagere engagement dan posts zonder hen (0,11%).<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large is-resized is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2024\/02\/mercedes-benz-instagram-engagement-rates-1024x576.png\" alt=\"\" class=\"wp-image-2068\" style=\"width:802px;height:auto\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2024\/02\/mercedes-benz-instagram-engagement-rates-1024x576.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2024\/02\/mercedes-benz-instagram-engagement-rates-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2024\/02\/mercedes-benz-instagram-engagement-rates-768x432.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2024\/02\/mercedes-benz-instagram-engagement-rates.png 1488w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e2515\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Autodealers en onderhoudsproducten presteren beter met sporters op sociale media.<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">Automerken met atleten lijken over het algemeen geen goede betrokkenheid te hebben bij hun publiek. Daarentegen zijn het autodealers zoals CarNext (<strong>32,19%<\/strong>) en CarSales (<strong>13,85%<\/strong>) en auto-onderhoudsproducten zoals Mobil1 die de <strong>betrokkenheid enorm vergroten<\/strong> als ze atleten als Daniel Ricciardo, Max Verstappen en Karl-Anthony Towns vermelden.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.sortlist.nl\/blog\/wp-content\/uploads\/sites\/10\/2022\/10\/instagram-engagement-rates-car-brands-vs-related.png\" alt=\"Instagram Engagement Rate: Automerken vs. Autodealers\" class=\"wp-image-9528\" style=\"width:696px;height:auto\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e256b\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Financi\u00ebn en Crypto: De nieuwe speler op het terrein<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e253d\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p> <\/p>\n\n\n\n<p><strong>Alle financi\u00eble en cryptocurrency-merken in ons onderzoek zien een hoger engagement percentage<\/strong> in hun posts met atleten dan in hun posts zonder hen, wat duidelijk maakt dat de nieuwkomer hier is om te blijven.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.sortlist.de\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/instagram-screenshot-arctic-group-athletes-1.png\" alt=\"Sport en sociale media: Casper Ruud en Erling Haaland voor Arctic Group\" class=\"wp-image-8183\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Met atleten als <strong>Naomi Osaka<\/strong> en <strong>Lionel Messi<\/strong> neemt MasterCard de leiding met meer dan <strong>100% engagement verschil<\/strong> tussen posts met atleten versus die zonder, gevolgd door financieel bedrijf The Arctic Group (<strong>48,86%<\/strong>) met <strong>Casper Ruud<\/strong> en digitaal valutaplatform Crypto.com (<strong>14,73%<\/strong>) met <strong>Joel Embiid<\/strong>.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e25bb\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Retail: Luxemerken krijgen geen luxe betrokkenheid<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e2554\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">De helft van de gebruikers onderzoekt de achtergrond van influencers<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>Als u een product hebt dat gericht is op een algemeen publiek, is het misschien interessant om samen te werken met een of twee atleten: uit onze laatste analyse blijkt dat <strong>luxemerken negatieve engagement percentages rapporteren<\/strong> bij sportmarketing, vooral in vergelijking met niet-luxe retailmerken.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"955\" height=\"1024\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2024\/02\/luxemerken--955x1024.jpeg\" alt=\"\" class=\"wp-image-2067\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2024\/02\/luxemerken--955x1024.jpeg 955w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2024\/02\/luxemerken--280x300.jpeg 280w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2024\/02\/luxemerken--768x823.jpeg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2024\/02\/luxemerken-.jpeg 1280w\" sizes=\"auto, (max-width: 955px) 100vw, 955px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Merken als Rolex (<strong>-0,08%<\/strong>), Bovet (-0,26%), Maurice Lacroix (<strong>-0,17%<\/strong>), Louis Vuitton (<strong>-0,05%<\/strong>), en Armani (<strong>-0,05%<\/strong>) rapporteren allemaal een negatieve betrokkenheid bij hun social media-volgers wanneer er sportatleten als Daniil Medvedev, Naomi Osaka, en Matteo Berrettini in hun berichten voorkomen.<\/p>\n\n\n\n<p>Vergelijk dat eens met retailmerken van een lager niveau, zoals Clear Hair Care (<strong>15,61%<\/strong>) en New Balance (<strong>18,89%<\/strong>), die de hoogste engagement percentages hebben in deze sector.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e25bb\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Hygi\u00ebne en persoonlijke verzorging: sportliefhebbers zijn ook hygi\u00ebne fans<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e2590\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p> <\/p>\n\n\n\n<p>Uit ons rapport over sport en sociale media blijkt dat van alle retailmerken fans en volgers het <strong>meest betrokken<\/strong> zijn <strong>bij hygi\u00ebne- en verzorgingsproducten<\/strong> die door sporters worden gebruikt.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.sortlist.de\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/instagram-screenshot-gillette-shaquem-griffin.png\" alt=\"Sport en sociale media: Shaquem Griffin voor Gillette\" class=\"wp-image-8188\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>30% van onze retailmerken zijn hygi\u00ebne- en lichaamsverzorgingsproducten die een veel hogere betrokkenheid hebben bij hun sociale posts wanneer ze atleten gebruiken, vergeleken met die zonder atleten. Voorbeelden hiervan zijn Rexona (<strong>13,43%<\/strong>), Head and Shoulders (<strong>6,33%<\/strong>), Ready 24 (<strong>5,76%<\/strong>), Gillette (<strong>4,27%<\/strong>) en Heliocare (<strong>2,69%<\/strong>).<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e2622\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Conclusie: De impact van sport in sociale media is groot<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e2631\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>Als er ooit enige twijfel bestond over de kracht van een sporter in een social feed, laat het duidelijk zijn: merken in bepaalde sectoren kunnen<strong> veel baat hebben<\/strong> bij het gebruik van hun gezicht en naam.<\/p>\n\n\n\n<p>Beproefde industrie\u00ebn zoals <strong>voeding en drank<\/strong> kunnen een voordeel genieten als ze zich willen positioneren en zichtbaarder willen worden, terwijl nieuwe spelers zoals crypto en auto-onderhoud ook een voorsprong kunnen krijgen in de engagement race.<\/p>\n\n\n\n<p>Luxemerken zouden echter een andere weg kunnen bewandelen voor hun social media-strategie, omdat blijkt dat fans hun favoriete sporters liever naast <strong>minder glamoureuze bedrijven<\/strong> zien.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e2651\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<h2 class=\"wp-block-heading\">Methodologie<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Voor dit rapport analyseerden we de Instagram-accounts van 200 niet-sportmerken, tussen 12 en 16 september 2022. In de analyse bestudeerden we posts met atleten en posts zonder atleten en vergeleken we hun respectieve engagement metriek (aantal likes, aantal opmerkingen en engagement percentages) met behulp van <a href=\"https:\/\/socialblade.com\/\">Social Blade<\/a>. Vervolgens hebben we het gemiddelde genomen om het verschil in engagement tussen elke soort post te begrijpen.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-638a0103e265f\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:40px\">Verschenen in <\/h2>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div id=\"block_abd846b831ad3961e35aaed18e7fbfc2\" class=\"gutenberg-block gutenberg--partners-slider\">\n            <section class=\"partners js-partners-slider-reports\">\n            <div class=\"partners__wrapper wrapper\">\n                \n                \n                    <div 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src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2022\/11\/the-drum-logo-vector-1.png\" alt=\"The Drum\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2022\/11\/telechargement-2.png\" alt=\"Techcrunch\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/17\/2022\/11\/Fashionunited-logo-2.png\" alt=\"FashionUnited\">\n            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