New Snapchat data confirms the power and influence of women athletes on social media | The GIST

"🌏 The women's sports fan community is global, growing, and connected. Globally, 62% of all sports fans follow women's sports, with 56% of fans noting their interest in the women's game is growing. Additionally 57% of women's sports fans surveyed said following athletes and creators makes them feel like part of a community. ♥️ Fans notice and acknowledge sponsors. As seen in previous data, these women's sports fans appreciate sponsors in the space - 69% want to see brands support communities built around women's sports."

"🚀 Social-forward fans see women athletes as superinfluencers. Social media content was the leading source of influence for 44% of fans, making the power women athletes wield even more profound. Over half (54%) of women's sports fans believe the women's game is better equipped to harness the power of social media, and 58% said social platforms let them feel closer to athletes."

"Seventy-seven percent of those following women athletes and creators report being positively influenced to discover, consider, or purchase items. This number is even higher (83%) among daily Snapchat users who are specifically women's sports fans. Additionally, 85% of those following athletes and creators in women's sports are more interested in seeing non-sports content, a number that rises to 90% among women's sports fans using Snapchat daily."

More than 13,000 sports fans across seven countries, including India and Australia, participated in the survey. Sixty-two percent of sports fans follow women's sports and 56% report growing interest in the women's game. Fifty-seven percent of women's sports fans say following athletes and creators fosters a sense of community. Sixty-nine percent want brands to support communities built around women's sports, and 70% believe such sponsors are truly committed to diversity and inclusion. Social media is the leading influence for 44% of fans; 54% say the women's game better harnesses social media and 58% feel closer to athletes via platforms. Seventy-seven percent of followers are influenced to discover, consider, or purchase items, rising to 83% among daily Snapchat women's sports fans. Interest in non-sports content is 85% among followers and 90% among daily Snapchat users; top endorsement categories are health (41%), lifestyle (38%), beauty (37%), and fashion (36%).

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