How do sponsors measure and value social media posts?
Answered in: Sponsor Interviews & Expert Sessions — Series BundleThe Answer
Sponsors use a cost per engagement model based on what brands and agencies actually spend on advertising campaigns (not just platform rate cards). They look at followers, engagement (comments, shares, retweets), video views, and engagement rate. Most importantly, they score promotion quality on a 0-100% scale - examining whether other brands were promoted alongside theirs, how the brand was represented, and whether it seemed authentic. Posts with multiple brands get their promotion quality 'hammered' and each brand receives less value.
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Sponsor Interviews & Expert Sessions — Series Bundle
Long-form conversations with the people who write the checks and the people who help racers get them: Monster Energy's CFO, Coca-Cola, Hookit, the Mint 400, Wahoo's, super-agent Bob Walker, Megan Meyer and more. 14 recordings, 8 hr 56 min. Includes: Monster Energy CFO Explains ROI; Al Rondon of Coca Cola explains what sponsors want; How Monster Joe selects teams to sponsor; Bob Walker explains everything about agents & agencies; Matt Martelli on sponsorships and activations; How Hookit values social media; Megan Meyer on how to grow a social following; Megan Meyer on creating value with social media; Wing Lam on getting sponsored by Wahoo's FIsh Taco; Get the media to talk about you; Creating 20 Years of Value; Rob Mac 30 Year BFG; Why BOXO USA sponsors racing; Why K&N Filters sponsors racing.
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