New Snapchat data confirms the power and influence of women athletes on social media

The GIST: Last week, Snapchat teamed up with marketing agency Dentsu and research firm Ipsos to publish insights on the consumption of women’s sports, especially among frequent Snapchat users. The app surveyed over 13K sports fans across seven countries, including India and Australia, and uncovered what daily Snapchat users had to say about women’s sports. Oh snap.

🌏 The women’s sports fan community is global, growing, and connected. Globally, 62% of all sports fans follow women’s sports, with 56% of fans noting their interest in the women’s game is growing. Additionally 57% of women’s sports fans surveyed said following athletes and creators makes them feel like part of a community.

♥️ Fans notice and acknowledge sponsors. As seen in previous data, these women’s sports fans appreciate sponsors in the space — 69% want to see brands support communities built around women’s sports, and 70% believe such sponsors are truly committed to diversity and inclusion.

🚀 Social-forward fans see women athletes as superinfluencers. Social media content was the leading source of influence for 44% of fans, making the power women athletes wield even more profound. Over half (54%) of women’s sports fans believe the women’s game is better equipped to harness the power of social media, and 58% said social platforms let them feel closer to athletes.

🛍️ Athlete influence drives brand consideration. Seventy-seven percent of those following women athletes and creators report being positively influenced to discover, consider, or purchase items. This number is even higher (83%) among daily Snapchat users who are specifically women’s sports fans.

• Additionally, 85% of those following athletes and creators in women’s sports are more interested in seeing non-sports content, a number that rises to 90% among women’s sports fans using Snapchat daily. The top categories they want to see endorsements in include health (41%), lifestyle (38%), beauty (37%), and fashion (36%).

The takeaway: This new report about women’s sports fans using Snapchat overlaps with the data above showing that women’s sports fans care about athlete perspectives and want insight into their daily lives. What athletes think and do matters — especially to women’s sports fans — which is why we’re seeing brands elevate athletes as thought leaders and tastemakers.

• Consider Angel Reese and her influence on fashion. What began with her WNBA Draft declaration in Vogue has snowballed into an ability to make classic brands relevant for a new era, from her Juicy Couture ambassadorship to her historic appointment as a Victoria’s Secret Angel. A strong halo effect.