Number of Sponsored Posts per Platform
Facebook – 72
Twitter – 81
Instagram – 12
Types of Sponsored Posts
A majority of the posts that are sponsored on all three platforms are player transactions. Most of the Browns transaction posts were sponsored by Fifth Third Bank, which is the official bank of the Browns. Something the Browns do called “Browns Mailbag” where fans send in questions to be answered, were sponsored by VividSeats. Game Rewinds were sponsored by Ford, learning about new players was sponsored by Arby’s. Player Transactions were the only sponsored posts to be consistently posted on all three platforms.
Engagement
I did not notice a big change in engagement on sponsored posts, at least due to the sponsored nature of the post. The Browns signing Austin Hooper generated more engagement than a post about mock drafts. The type of content is what influences the engagement, not the sponsored vs. non-sponsored. The rest of the sponsored content, such as what is featured below besides the Austin Hooper news, all received relatively similar engagement numbers.
The most valuable content to sponsor is player transaction news. This is typically the blockbuster news and the content that most fans follow to see, especially in the offseason. These posts often get the most engagement on them from fans, sharing the news and it is just the most exciting posts in general. A big opportunity for the Browns to sponsor content is from their podcast. They post about their podcast on Facebook and Twitter, and they could either have a “Presented by…” or have certain content they talk about such as draft coverage and have those segments be sponsored by local/official brands of the Cleveland Browns.
Noah's Blog 