ATP: Matteo Berrettini is the real king of Instagram
The Italian Matteo Berrettini knows how to encourage his fans to interact the most of all tennis professionals on the social media network Instagram.
by Stefan Bergmann
last edit:
Apr 04, 2022, 06:09 pm
When it comes to the number of followers, Rafael Nadal clearly leads the ranking of the top male players on the social network Instagram. The Spaniard has a total of 14 million fans who have subscribed to his channel. In second place in this ranking is Serbian Novak Djokovic with 10.4 million fans, while Roger Federer is third with 9.1 million.
However, what is of even more interest to sponsors and investors when it comes to marketing athletes than the number of followers is the so-called engagement rate. This measures the interactions that content achieves in relation to its reach. In this case, interactions are reactions, comments or when content is shared with friends. In short, the higher the engagement rate, the more likely each brand's fans are to engage with the content posted.
TV show appearances as a social media boost
And when it comes to this evaluation criterion, Matteo Berrettini is the clear winner. With a remarkable mark of 14 percent, the Roman Daniil Medvedv takes second place with 12.5 percent. "Maestro" Federer is clearly behind at 7.2 percentage points, far behind is the 21-time Grand Slam champion Nadal with an engagement rate of just 2 percent.
In addition to the rumors of separation from Berrettini and tennis colleague Ajla Tomljanovic, the 25-year-old's trendy TV show appearances should be the main reason for his fans' high willingness to interact. For example, the southern European appeared at the music festival in Sanremo or at the Italian version of the cooking show Masterchef - a real delight for partners like Hugo Boss and company.