10 Sep Three Overlooked Social Media Metrics for Sponsorship ROI
In our recent webinar on sports sponsorships, one viewer asked a great question: What social media metrics are often overlooked compared to the usual focus on impressions and engagements?
Our insights team agreed that while impressions and engagement remain important, there are other metrics that can provide deeper, more actionable value. Here are three underrated metrics they highlighted that every brand should start paying closer attention to.
When it comes to sponsorship measurement, it’s not just about whether a post was seen – it’s about whether a brand was actually noticed. Logo visibility metrics allow teams to measure how frequently and effectively a sponsor’s logo appears in content.
Beyond simply counting appearances, this type of analysis helps brands answer questions like:
- Is the logo too small, too big, or too cluttered in the creative?
- Is the positioning strong enough to grab attention?
- Do the logo colors blend in too much with the background?
By assessing visibility, brands and rights holders can maximize placement, enhance creative execution, and ultimately strengthen the effectiveness of their sponsorships.
Likes and shares get the most attention, but bookmarks (or saves) represent a more intentional form of engagement. A like may show casual appreciation, but a bookmark signals something stronger: that the content was valuable enough for someone to revisit later.
This deeper level of interaction can help brands:
- Identify which posts resonate long-term with their audience.
- Gauge real “intent” instead of passive scrolling.
- Better understand what content people want to reference again.
There’s also growing belief that platforms like X (formerly Twitter) are rewarding bookmarks in their algorithms. If true, tracking this metric could become essential for boosting organic performance.
While virality and high engagement numbers look great, they don’t always tell the full story of brand value. That’s where a Brand Logo Score can provide clarity.
This score is essentially a way to measure the share of value a sponsor receives from a piece of content. For example, if a post is valued at $100 and a brand’s presence accounts for $10 of that, the brand’s score is 10.
It’s a simple, tangible way to evaluate:
- How much value a brand is truly capturing.
- Whether sponsorship visibility is improving over time.
- How to set smarter KPIs beyond generic engagement totals.
The Brand Logo Score turns complex performance data into a digestible benchmark, helping sponsors and partners assess growth and ROI with greater accuracy.
While impressions and engagements remain core metrics, they shouldn’t overshadow the nuanced measurements that can provide richer insights. Logo visibility, bookmarks/saves, and brand logo score each offer unique ways to understand audience behavior and sponsorship value.
For brands and teams seeking to enhance their sponsorship strategy, incorporating these underutilized metrics could be the difference between merely reporting activity and demonstrating impact.
