Hookit: Instagram data privacy changes and the impact on the sports industry

Apr 18, 2018

On 4th April 2018, Instagram shut down its platform API effective immediately without any warning to its partners and developers.

Sponsorships are a crowded market and proving value is becoming an absolute necessity to compete in the marketplace moving forward.

Of all the social media platforms last year, Instagram accounted for the majority of the value that properties drove for their sponsoring brands. These stats explain the impact and value that could potentially go untracked:

  • US$13 billion - the value that sports properties drove for their sponsoring brands in 2017 on Instagram
  • 85 per cent of all social engagements around the 2018 Olympics happened on Instagram
  • 11.3 million - the number of likes on the most popular post on Instagram in 2017
  • 4.7 billion - the number of engagements Bleacher Report drove on Instagram in 2017

With these changes, the sports industry will need to take steps to ensure a large portion of their sponsorship value doesn’t go unmeasured.

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