{"id":1429,"date":"2025-06-04T15:06:00","date_gmt":"2025-06-04T15:06:00","guid":{"rendered":"https:\/\/www.sortlist.es\/datahub\/?post_type=reports&#038;p=1429"},"modified":"2025-07-08T09:29:32","modified_gmt":"2025-07-08T09:29:32","slug":"deporte-y-redes-sociales","status":"publish","type":"reports","link":"https:\/\/www.sortlist.es\/datahub\/reports\/deporte-y-redes-sociales\/","title":{"rendered":"Deporte y redes sociales: \u00bfAyudan los atletas a las marcas? (Estudio)"},"content":{"rendered":"\n<div id=\"section-636a431247ccb\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>\u00bfCu\u00e1ndo no se sienten las vibras deportivas? Es habitual ver a las empresas asociarse con deportistas para promocionar su marca. En <a href=\"https:\/\/www.sortlist.es\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sortlist<\/a> nos preguntamos: \u00bfcu\u00e1l es la verdadera relaci\u00f3n entre el deporte y las <a href=\"https:\/\/www.sortlist.es\/social-media\/espana-es\" target=\"_blank\" rel=\"noreferrer noopener\">redes sociales<\/a>?<\/p>\n\n\n\n<p>M\u00e1s concretamente, \u00bfcu\u00e1l es el efecto que tienen los deportistas en la interacci\u00f3n con las marcas?<\/p>\n\n\n\n<p>Para responder a esa pregunta, nos sumergimos en las redes sociales de empresas en distintos sectores y estudiamos la diferencia entre la interacci\u00f3n en aquellas publicaciones que inclu\u00edan a deportistas y aquellas que no.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">En este estudio de marketing:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#section-636a431247d10\">Alimentos y bebidas: Por siempre los ganadores del marketing deportivo<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247db5\">Automoci\u00f3n: Mercedes-Benz, 7 veces ganadora de la F1, no gana en el juego de Instagram<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247def\">Finanzas y criptomonedas: El nuevo jugador en la cancha<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247e37\">Retail: Las marcas de lujo no consiguen&nbsp;<em>engagement<\/em>&nbsp;de lujo con deporte y redes sociales<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a11243124237def232\">Higiene y cuidado personal: Los fans del deporte tambi\u00e9n son fans de la higiene<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247e96\">Conclusi\u00f3n: El impacto del deporte en redes sociales es real<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a43245331247ea3\">Metodolog\u00eda<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>Interacci\u00f3n<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">Alimentos y bebidas tienen m\u00e1s interacciones en posts con atletas<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>Fracaso<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">Los posts de ateltas y marcas de automoci\u00f3n no generan buen engagement<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>Resultados<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">Las marcas de finanzas y criptomonedas logran buenos resultados al usar atletas<\/h4>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247d10\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Alimentos y bebidas: Por siempre los ganadores del marketing deportivo<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247d2b\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-bottom is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Los deportistas aumentan 3 veces la interacci\u00f3n de marca en Instagram<\/h3>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"block-d230de4b-942a-4a09-a933-88f91a15269a\">En nuestro estudio, <strong>un tercio de las empresas analizadas<\/strong> tuvo un compromiso de marca mucho mayor cuando incluyeron a atletas en sus publicaciones de <a href=\"https:\/\/www.sortlist.es\/datahub\/reports\/estudio-bereal\/\" target=\"_blank\" rel=\"noreferrer noopener\">redes sociales<\/a>\u2014<strong>por encima del 2 %<\/strong>\u2014en comparaci\u00f3n con las publicaciones sin ellos.<\/p>\n\n\n\n<p id=\"block-4af3b59c-27da-4132-bcfa-d84b0591c183\">Seg\u00fan el informe Social Media Industry Benchmark Report 2022 de <a href=\"https:\/\/www.rivaliq.com\/blog\/social-media-industry-benchmark-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rivaliq<\/a>, la tasa media de participaci\u00f3n en Instagram es del 0,67 % en todos los sectores.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!DOCTYPE html>\n<html>\n<head>\n    <style>\n        @import url('https:\/\/fonts.googleapis.com\/css2?family=Inter:wght@400;700&display=swap');\n\n        body {\n            font-family: 'Inter', sans-serif;\n            background-color: #FBFAF9;\n            margin: 0;\n            padding: 0;\n        }\n        .container {\n            display: flex;\n            justify-content: space-between;\n            align-items: center;\n            padding: 20px;\n            background-color: #FBFAF9;\n            border-radius: 10px;\n            max-width: 910px;\n            margin: auto;\n            border: 5px solid #FBFAF9;\n        }\n        .text-content {\n            max-width: 66.66%;\n        }\n        .text-content p {\n            color: #4f4f4f;\n            margin-bottom: 20px; \/* Increased space between text and CTA *\/\n        }\n        .cta-wrapper a {\n            display: inline-block;\n            padding: 10px 20px;\n            font-size: 16px;\n            color: #200DF2;\n            background-color: #E8EDFC;\n            border: none;\n            border-radius: 5px;\n            text-decoration: none;\n            transition: background-color 0.3s, color 0.3s;\n        }\n        .cta-wrapper a:hover {\n            background-color: #200DF2;\n            color: #fff;\n        }\n        .image-content {\n            max-width: 33.33%;\n            text-align: right;\n        }\n        .image-content img {\n            max-width: 100%;\n            height: auto;\n            border-radius: 0 10px 10px 0; \/* Ensuring the image takes the rounded corner on the right *\/\n        }\n\n        @media (max-width: 600px) {\n            .container {\n                flex-direction: column;\n                padding: 10px;\n                border-radius: 5px;\n            }\n            .text-content {\n                max-width: 100%;\n                padding: 0;\n            }\n            .text-content p {\n                margin-bottom: 10px;\n            }\n            .text-content div {\n                font-size: 24px;\n            }\n            .cta-wrapper a {\n                font-size: 14px;\n                padding: 8px 16px;\n            }\n            .image-content {\n                display: none;\n            }\n        }\n    <\/style>\n<\/head>\n<body>\n    <div class=\"container\">\n        <div class=\"text-content\">\n            <div style=\"color: #2c2c2c; font-size: 29px; font-weight: bold; line-height: 1.25;\">Lleva tu pr\u00f3ximo proyecto de social media al \u00e9xito<\/div>\n            <p>Descubre las agencias m\u00e1s adecuadas para tu proyecto de social media, seg\u00fan tus requisitos espec\u00edficos.<\/p>\n            <div class=\"cta-wrapper\">\n                <a class=\"12345\" href=\"https:\/\/www.sortlist.es\/social-media\/espana-es\" style=\"text-decoration: none;\" target=\"_blank\" rel=\"noopener noreferrer\">Encuentra mi agencia de social media<\/a>\n            <\/div>\n        <\/div>\n        <div class=\"image-content\">\n            <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2024\/07\/untitled-design.svg\" alt=\"Image description\">\n        <\/div>\n    <\/div>\n<\/body>\n<\/html>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p> Sprite ve un aumento en la interacci\u00f3n de marca de <strong>casi el 30 %<\/strong> cuando el jugador de baloncesto Trae Young est\u00e1 en el feed, y la cervecera Blue Coast Brewery ve un aumento del <strong>20 %<\/strong> cuando Daniel Ricciardo, el piloto de F1, aparece en sus posts, dando validez a la alianza entre deporte y redes sociales.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/es-sports-in-marketing-visuals-1488x837-px-1-1024x576.jpg\" alt=\"capturas de pantalla de redes sociales de blue coast breweries con deportista daniel ricciardo\" class=\"wp-image-1454\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/es-sports-in-marketing-visuals-1488x837-px-1-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/es-sports-in-marketing-visuals-1488x837-px-1-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/es-sports-in-marketing-visuals-1488x837-px-1-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/es-sports-in-marketing-visuals-1488x837-px-1.jpg 1488w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>El gigante de la pasta Barilla se lleva la corona del <em>engagement<\/em> para una marca de alimentaci\u00f3n: l<strong>a interacci\u00f3n sube un 71 % con los deportistas<\/strong>. \u00bfLos rostros detr\u00e1s de sus mensajes deportivos? Los tenistas Roger Federer y Coco Gauff.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"750\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-barilla-roger-federer-1024x750.png\" alt=\"captura de pantalla de cuenta de instagram de barilla con roger federer, validando deporte y redes sociales\" class=\"wp-image-1455\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-barilla-roger-federer-1024x750.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-barilla-roger-federer-300x220.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-barilla-roger-federer-768x563.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-barilla-roger-federer-1536x1126.png 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-barilla-roger-federer.png 1621w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247db5\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Automoci\u00f3n: Mercedes-Benz, 7 veces ganadora de la F1, no gana en el juego de Instagram<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247dc3\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>A pesar de todos sus t\u00edtulos y medallas, Mercedes-Benz es una de las marcas de nuestro an\u00e1lisis con las <strong>tasas de interacci\u00f3n m\u00e1s bajas<\/strong> en sus publicaciones sociales en las que aparecen atletas (0,01 %) como Federer y Simona Halep, llegando a reportar una interacci\u00f3n menor que en las publicaciones sin ellos (0,11 %).<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/mercedes-benz-tasas-interaccion-instagram-1024x576.jpg\" alt=\"grafico de barras Mercedes-Benz - Tasas de interacci\u00f3n en Instagram\" class=\"wp-image-1456\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/mercedes-benz-tasas-interaccion-instagram-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/mercedes-benz-tasas-interaccion-instagram-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/mercedes-benz-tasas-interaccion-instagram-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/mercedes-benz-tasas-interaccion-instagram.jpg 1488w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Los concesionarios y los productos de mantenimiento de veh\u00edculos obtienen mejores resultados mezclando con deporte y redes sociales<\/h3>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Las marcas de coches con atletas no parecen tener un buen <em>engagement<\/em> con sus audiencias en general cuando mezclan deporte y redes sociales. Por el contrario, son los concesionarios de coches como CarNext (<strong>32,19 %<\/strong>) y CarSales (<strong>13,85 %<\/strong>) y los productos de mantenimiento de coches como Mobil1 <strong>los que tienen m\u00e1s interacci\u00f3n<\/strong> cuando incluyen a atletas como Daniel Ricciardo, Max Verstappen y Karl-Anthony Towns.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/tasas-interaccion-instagram-marcas-coches-vs-relacionadas-1024x576.jpg\" alt=\"grafico de linea - Tasas de interacci\u00f3n en Instagram - Marcas de coche vs. marcas relacionadas\" class=\"wp-image-1457\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/tasas-interaccion-instagram-marcas-coches-vs-relacionadas-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/tasas-interaccion-instagram-marcas-coches-vs-relacionadas-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/tasas-interaccion-instagram-marcas-coches-vs-relacionadas-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/tasas-interaccion-instagram-marcas-coches-vs-relacionadas.jpg 1488w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247def\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Finanzas y criptomonedas: El nuevo jugador en la cancha<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247dfd\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Con atletas como <strong>Naomi Osaka<\/strong> y <strong>Lionel Messi<\/strong>, MasterCard se sit\u00faa a la cabeza con una diferencia de interacci\u00f3n de m\u00e1s de un 100 % entre los posts con atletas y los posts sin atletas, seguida de la firma financiera The Arctic Group (48,86 %) con <strong>Casper Ruud<\/strong> y la plataforma de moneda digital Crypto.com (14,73 %) con <strong>Joel Embiid<\/strong>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"551\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-arctic-group-athletes-1-1024x551.png\" alt=\"captura de pantalla de cuenta de instagram de arctic group con casper ruud\" class=\"wp-image-1460\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-arctic-group-athletes-1-1024x551.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-arctic-group-athletes-1-300x161.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-arctic-group-athletes-1-768x413.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-arctic-group-athletes-1-1536x826.png 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-arctic-group-athletes-1.png 1866w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247e37\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Retail: Las marcas de lujo no consiguen <em>engagement<\/em> de lujo con deporte y redes sociales<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247e45\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Si tienes un producto dirigido al p\u00fablico general, puede que te interese asociarte con uno o dos atletas: nuestro an\u00e1lisis revela que las marcas de lujo <strong>registran tasas negativas de interacci\u00f3n<\/strong> en sus <a href=\"https:\/\/www.sortlist.es\/marketing-online\/espana-es\" target=\"_blank\" rel=\"noreferrer noopener\">medios digitales<\/a>, especialmente en comparaci\u00f3n con las marcas de retail no lujosas.<\/p>\n\n\n\n<p>Marcas como Rolex (<strong>-0,08 %<\/strong>), Bovet (<strong>-0,26 %<\/strong>), Maurice Lacroix (<strong>-0,17 %<\/strong>), Louis Vuitton (<strong>-0,05 %<\/strong>) y Armani (<strong>-0,05 %<\/strong>) registran una interacci\u00f3n negativa con sus seguidores en las redes sociales cuando las publicaciones implican a atletas deportivos como Daniil Medvedev, Naomi Osaka y Matteo Berrettini.<\/p>\n\n\n\n<p>En comparaci\u00f3n, las marcas retail de p\u00fablico general como Clear Hair Care (<strong>15,61 %<\/strong>) y New Balance (<strong>18,89 %<\/strong>) presentan las tasas de <em>engagement<\/em> m\u00e1s altas de este sector.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/tasas-interaccion-instagram-marcas-lujo-vs-retail-general-1024x576.jpg\" alt=\"grafico de linea - Tasas de interacci\u00f3n en Instagram - Marcas de lujo vs. retail p\u00fablico general\" class=\"wp-image-1461\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/tasas-interaccion-instagram-marcas-lujo-vs-retail-general-1024x576.jpg 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/tasas-interaccion-instagram-marcas-lujo-vs-retail-general-300x169.jpg 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/tasas-interaccion-instagram-marcas-lujo-vs-retail-general-768x432.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/tasas-interaccion-instagram-marcas-lujo-vs-retail-general.jpg 1488w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a11243124237def232\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Higiene y cuidado personal: Los fans del deporte tambi\u00e9n son fans de la higiene<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247dfd233\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>El <strong>30 %<\/strong> de las marcas de retail estudiadas son productos de higiene y cuidado personal que tienen una interacci\u00f3n <strong>mucho mayor <\/strong>en sus publicaciones sociales cuando utilizan atletas, en comparaci\u00f3n con las que no los tienen. Algunos ejemplos son Rexona (<strong>13,43 %<\/strong>), Head and Shoulders (<strong>6,33 %<\/strong>), Ready 24 (<strong>5,76 %<\/strong>), Gillette (<strong>4,27 %<\/strong>) y Heliocare (<strong>2,69 %<\/strong>).<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"592\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-gillette-shaquem-griffin-1024x592.png\" alt=\"\" class=\"wp-image-1462\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-gillette-shaquem-griffin-1024x592.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-gillette-shaquem-griffin-300x173.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-gillette-shaquem-griffin-768x444.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-gillette-shaquem-griffin-1536x888.png 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2023\/03\/instagram-screenshot-gillette-shaquem-griffin.png 1863w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247e96\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Conclusi\u00f3n: El impacto del deporte en redes sociales es real<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247ea3\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>Si hubo alguna duda sobre el poder de un atleta deportivo en un feed social, dej\u00e9moslo claro: las marcas de ciertas industrias <strong>pueden beneficiarse enormemente<\/strong> de usar deportistas en sus redes.<\/p>\n\n\n\n<p>Los sectores con m\u00e1s experiencia en esa pr\u00e1ctica, como el de <strong>alimentos y bebidas<\/strong>, pueden tener una ventaja si buscan posicionarse y ganar visibilidad, mientras que los nuevos actores, como las <strong>criptomonedas<\/strong> y el <strong>mantenimiento de autom\u00f3viles<\/strong>, tambi\u00e9n pueden obtener una ventaja en la b\u00fasqueda del <em>engagement<\/em>.<\/p>\n\n\n\n<p>Sin embargo, las marcas de lujo podr\u00edan buscar una ruta diferente para su <a href=\"https:\/\/www.sortlist.es\/blog\/estrategias-de-marketing-digital\/\" target=\"_blank\" rel=\"noreferrer noopener\">estrategia en redes sociales<\/a>, ya que parece que los fans prefieren ver a sus atletas favoritos junto a empresas menos glamorosas.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a43245331247ea3\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Metodolog\u00eda<\/h3>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Para este informe hemos analizado las cuentas de Instagram de 200 marcas no deportivas, entre el 12 y el 16 de septiembre de 2022. En el an\u00e1lisis, estudiamos las publicaciones en las que aparec\u00edan atletas y las publicaciones en las que no aparec\u00edan, y comparamos sus respectivas m\u00e9tricas de interacci\u00f3n (n\u00famero de <em>likes<\/em>, comentarios y tasas de participaci\u00f3n) utilizando <a href=\"https:\/\/socialblade.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Social Blade<\/a>. Luego, los promediamos para comprender la diferencia de interacci\u00f3n entre cada tipo de publicaci\u00f3n.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247ece\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:40px\">Visto en<\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div id=\"block_c17b538fd0b05e64ae618706b459da3a\" class=\"gutenberg-block gutenberg--partners-slider\">\n            <section class=\"partners js-partners-slider-reports\">\n            <div class=\"partners__wrapper wrapper\">\n                \n                \n                    <div class=\"js-carousel-slider\">\n                        <div class=\"track\" data-glide-el=\"track\">\n                             <ul class=\"responsive tns-slider slides\">\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2022\/10\/the-drum-logo-vector-768x427-1.png\" alt=\"The Drum\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2022\/10\/forbes-logo-7-1-1.png\" alt=\"Forbes\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2022\/10\/Fashionunited-logo-1.png\" alt=\"FashionUnited\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2022\/10\/the-london-economic-logo-stacked-1.png\" alt=\"The London Economic\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2022\/10\/CB_News_2011_logo.svg_-768x416-1.png\" alt=\"CBNews\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <span target=\"_blank\" rel=\"noopener\" data-o=\"aHR0cHM6Ly93d3cuZW50cmVwcmVuZXVyLmNvbS9lcy9ub3RpY2lhcy9zYWJlcy1xdWUtdGFuLWhhY2tlYWJsZS1lcmVzLzQ0NTkwOA==\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2022\/10\/Entrepreneur_logo-1.png\" alt=\"Entrepreneur\">\n                                                                                    <\/span>\n                             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             <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2022\/10\/Logo_t3n_mit_Schriftzug-768x611-1.png\" alt=\"T3N\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2022\/10\/statista-logo-1.png\" alt=\"Statista\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2022\/10\/les-echos-logo-png-transparent-768x768-1.png\" alt=\"Les Echos\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/15\/2022\/10\/te\u0301le\u0301chargement-1.png\" alt=\"Techcrunch\">\n                                                                            <\/li>\n                                                            <\/ul>\n                        <\/div>\n                    <\/div>\n\n                    \n                                <\/div>\n            <\/div>\n        <\/section>\n    \n\n    <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":102,"featured_media":1463,"template":"","reports_categories":[10,16],"class_list":["post-1429","reports","type-reports","status-publish","has-post-thumbnail","hentry","reports_categories-estudios-de-marketing","reports_categories-estudios-de-redes-sociales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Deporte y redes sociales: \u00bfAyudan los atletas a las marcas? 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