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*** was the most-followed athlete on Instagram with over *** million followers. Ronaldo is also the overall most-followed person on Instagram, as well as on Facebook. Second-ranked ** had over *** million Instagram followers.

Athletes on social media

Athletes are celebrities in their own right and have long since managed to make social media work for them. Many athletes use social media to connect with fans, but this is only one of the benefits of social media usage: most professional sportspeople have advertising and sponsorship contracts and social media provides them with an outlet to promote their preferred brands even further. Instagram posts of top athletes are big business. In January 2020, the average media value of an Instagram post by Cristiano Ronaldo was ** U.S. dollars. In second place was Messi, whose posts were worth more than half a million dollars.

Social media marketing

Due to the visual nature of the platform, Instagram is a particularly attractive channel for brands and marketers to promote their products. According to an industry survey, Instagram is the second-most popular social media platform used by marketers worldwide. The leading benefits of using social media for marketing purposes are increased exposure and traffic.