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How Hookit values social media
Scott Tilton, co-founder and CEO of Hookit (50,000+ athletes tracked), explains the AI-powered analytics brands use to score your social media — know your number before they do.
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10 questionsAccording to IEG surveys of brands, the top two most important things sponsors look for are: 1) Category exclusivity - being the only brand in their category associated with a property (like Lucas Oil being the exclusive lubricant company), and 2) Social media presence and engagement. Brands recognize social media as a powerful platform to get their brand message out and reach athlete followers, making it the second most valuable asset after exclusivity.
Instagram and TikTok are the dominant platforms for athletes in terms of sponsorship value. TikTok has massive reach potential - one Olympic athlete drove 100 million video views in just two weeks during the Tokyo Olympics. Instagram is a close second. Facebook and Twitter still exist but aren't as powerful for sponsorship value because tweets go out in rapid fire and people don't have time to engage with them. The cost per engagement rates are highest on Instagram, meaning similar engagement generates more value there.
What is the biggest mistake athletes make when promoting sponsors on social media?
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How can athletes with smaller followings increase their sponsorship value?
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What type of content performs best for athletes on social media?
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Should athletes post the same content across multiple platforms at the same time?
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How do sponsors measure and value social media posts?
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What new sponsorship categories are emerging with significant money to spend?
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Do athletes need to win championships to maintain sponsorship value?
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What should athletes understand about the sponsorship relationship from the very beginning?
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