MLS Social Marketability Index 2022
This report includes data measuring consistent engagement, growth rate, & overall activity across Twitter and Instagram.
How does the Zoomph Marketability score work?
The overall Athlete Influencer Score is composed of five weighted metrics: frequency (maximum 15), reach (maximum 60), engagement (maximum 50), fan demographic (maximum 75) and fan attractiveness (maximum 50).
The maximum total score available is 250. You can click on each athlete to see the breakdown of their individual score and read more on the methodology below.
Top 10 Most Marketable
The 10 most marketable MLS players in 2022 based on Zoomph’s athlete marketability scoring model.
Frequency
Reach
Engagement
Fan Demographic
Fan Attractiveness
Total Score
Top 10 Overall Engagements on Twitter
Most engagements from player owned posts on Twitter from 1/1/2022 – 6/19/2022.
Marketability Score
Follower Count
Engagement Rate
Social Value
Posts
Engagement
Top 10 Overall Engagements on Instagram
Most engagements from player owned posts on Instagram from 1/1/2022 – 6/19/2022.
Markettability Score
Follower Count
Engagement Rate
Social Value
Posts
Engagement
Top 10 Growth
Highest follower growth across social media networks over the last 6 months
Engagement Rate
Total Followers
Follower Change Percent
Engagement Rate
Total Followers
Follower Change Percent
Read more on methodology
How is the Marketable Athletes list decided?
The process of putting together the MLS Most Marketable Athletes list is a lot more than just a random selection of names plucked out of thin air.
The Zoomph scoring model, and definition of marketability, is based not just on how many followers and/or likes an athlete may have, but the demographic makeup and consumer affinities of their audience as well.
To settle on the final MLS Most Marketable Athletes ranking, digital engagement measurement specialist Zoomph analyzed all MLS athletes who have been active in 2021 on at least three of the four major social platforms – Facebook, Twitter, and Instagram – between January 1, 2021 and November 10, 2021. Follower counts and audience analytics were taken as of November 10, 2021.
The Zoomph scoring model consisted of two primary categories, each given equal 50 per cent overall weighting on a total scale of 250 points. Within each primary category are two or three subcategories.
This methodology was used for SportsPro’s 2021 50 Most Marketable Athletes, Sponsored by Greenfly and Powered by Zoomph.
Here is how it breaks down
Social performance metrics: 125 total points
- Frequency: total number of posts
- Reach: total number of followers/likes across the four different platforms
- Engagement: average engagement rate and follower interaction rate
Audience metrics: 125 total points
- Fan Demo: percentage of the social audience that is female, Gen Z or Millennial
- Fan Attractiveness: percentage audience with an affinity for music, gaming, international/global affairs or luxury goods.
The final Athletes Influencer Score is based on relative strength across the different categories and subcategories in direct comparison to the overall pool of athletes analyzed.
Audience metrics were determined by Zoomph’s consumer insights platform, which has a database of more than 350 million social profiles. Individual audiences were created for each athlete and analyzed based on their own social following. All audience demographic and psychographic data was anonymized prior to ingestion into Zoomph. Audience data is continually refreshed into the Zoomph platform.
