British Golfers World Ranking v. Key Instagram Metrics
Britain’s top female golfers tend to have much higher Instagram engagement rates than the men.
Instagram video content, whether playing or training, is the key driver of all stars’ engagement rates. Thus, brands should ensure that video – be it posts, stories or Insta TV – remains a key part of the activation, regardless of which star they partner with.
All the biggest British male stars who actively use Instagram have luxury watch sponsors. But who gets the best reach?
Audemars Piguet snapped up Ian Poulter, Tyrrell Hatton and Matt Wallace, so benefit from a combined reach of 356k Instagram followers and high engagement rates from 5.6 to 11.7%. Rolex reach 113k followers through Paul Casey and young star Matt Fitzpatrick, though neither are experienced users of InstaStories. Hublot is playing it safe with world #2 Justin Rose, who gets a healthy 4% engagement rate from his 520k followers.
InstaStories is being used by half of the top British men on Instagram and there is a direct correlation between the use of InstaStories, average engagement rate and number of sponsors.
It’s interesting to note that apparel and watch sponsors are investing in players outside of the top 100 ranked British women.
The ladies game sees better engagement rates, albeit from a smaller base of followers than the men.
Georgia and Charley have particularly high engagement rates – driven by video. Iona and Carly, both currently outside the top 100, have strong engagement rates, demonstrating that a carefully managed social account can attract big name brand sponsors without the equivalent world ranking.
Iona, who is close to obtaining full LPGA playing rights, boasts big name partnerships with Nike and Garmin. Carly Booth, current world 480, has 4 major sponsors and a very strong Instagram account and use of InstaStories.