"40 times more engagement when Cristiano Ronaldo re-posts WHO content" (The Metrics Factory)

"When Cristiano Ronaldo (POR) re-posts content from the World Health Organization (WHO), it generates 40 times more engagement than the official WHO account," said Clément Joffrin, sports consultant at The Metrics Factory, on 15/04/2020. The Juventus FC (Serie A TIM) forward has 213.1 million followers on Instagram on 16/04/2020.

"After a first post inviting his followers to listen to the WHO on 13/03, Cristiano Ronaldo re-posted, on 20/03/2020, an official WHO post with advice to follow when dealing with Covid-19 (see below). His second post alone generated an estimated 235 million views for a media equivalent of €406,500. In terms of visibility, the visibility of the two posts is estimated at 666.4 million views. If the WHO had wished to generate the same level of visibility via its own account, it would have had to resort to an advertising campaign estimated at €1.15m," explained the consultant.

"Cristiano's publication of the WHO guidelines generated 19,898 comments, and his previous post nearly 77,700 comments. Nearly 1 in 10 comments included a tag for another user. This shows…