British Tennis Stars of Instagram: Rank v Insta Engagement Rate
Check out the comparative ranking and Instagram influence of British tennis stars ranked in the world’s top 200. The women feature more heavily and, interestingly, Instagram engagement rate falls as ranking rises – suggesting consumers identify more with those towards the lower echelons. There is a good representation of sponsors across the board, particularly in apparel, but watch sponsors are notably completely absent from athlete-level sponsorship.
Instagram video content, whether playing or training, is the key driver of all stars’ engagement rates. 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.
British tennis boasts a number of female rising stars, including Wimbledon 2017 and Australian Open 2016 Semi-Finalist, Johanna Konta. Johanna remains in the World Top 50 despite a recent struggle with form.
Wimbledon 2016 Mixed Doubles champ, 26 year-old Heather Watson, has a strong Instagram following but, like Johanna, has struggled on the court this year.
World 106, Katie Boulter has had a very successful 2018 with a number of singles wins, reaching her first-ever WTA event quarter-final and the first round of Wimbledon. At only 22, and with an impactful use of Instagram, eye-catching Katie could be a great bet for brands.
Gabriella Taylor has the strongest Instagram engagement rate of all the British females, though on a small base. Gabriella broke into the top 200 for the first time in 2018 and, at only 20 years of age, she is one to watch.
There are only three British men in the top 200, compared to seven women. Rising star Cameron Norrie aged 23, debuted on the pro scene in 2018, winning his opening match at the Davis Cup in what was called one of “the most impressive professional debuts of all time.”
Kyle Edmund, world 16, has had a good 2018, making it to his first ATP tour final (April in Marrakech) and defeating a returning Andy Murray in Eastbourne. He has a strong Instagram account with 62.5k followers and a 5.7% engagement rate.