Truly a record breaker.
Let’s start with the big truth: Cristiano Ronaldo has been breaking records ever since he began his soccer career.
For those of you who don’t know what he’s accomplished, here’s a little glimpse: he is Real Madrid’s all-time leading scorer with 450 goals in 438 games, he is also the all-time Champions League goalscorer (over 140 goals), he has won the Ballon d’Or a total of six times, and the list goes on.
Cristiano’s achievements seem to be defined not only by his excellence as an athlete, but also by his ability to continue to break and set new records.
And he doesn’t just do it in football.
The world’s biggest IG influencer is now on YT.
It’s no secret that Cristiano is the most followed person in the history of Instagram. In 2018, he had 144 million followers on Instagram. Now, that number has grown to 636 million. Nothing remarkable here; the number of followers has only increased by 341% in the past six years. We’ll have to contact Instagram to find out if this is another record.
Cristiano launched his own YouTube channel this Wednesday. Let’s hear it. Within 90 minutes of launching, Cristiano reached 1 million subscribers and was presented with a golden YouTube plate. He now has 31.4 million subscribers, setting another record. He is the fastest YouTuber to reach this number in such a short time.
But you might be wondering, why YouTube?
Well, for starters, it’s one of the major social networks that Cristiano hasn’t been on, at least not until now, and for big-name celebrities, there are endless product placement and branding opportunities there.
The great CR7 is 39 years old and in the final years of his footballing career, and his YouTube channel is a brand and media channel that will continue to exist outside of him after his footballing career is over.
We live in a social media era where long-form/episodic content is becoming more popular, and this is the perfect opportunity for CR7 to give his audience what they want, knowing that people will always want to know a little bit about his personal life.
Cristiano could theoretically reach over 900 million people with a post (if his team posted on IG, X, FB and now YT) Imagine if he could do that!
From a social perspective, it’s clear how powerful it is – it’s unparalleled. It’s a social media powerhouse with the potential to reach and influence people beyond the sports world, but does its power lie in sheer reach?
Ronaldo’s sociable persona.
Ronaldo has built a personal brand that embodies hard work, excellence, and luxury, and his strategy of being open with the world, showcasing his training routines, family moments with Georgina, and third-party sponsorships, creates an authentic connection with his followers, even if this persona feels far removed from the average follower’s everyday life.
M&C Saatchi Sport & Entertainment has worked with Ronaldo through his personal brand CR7 for a number of years and during that time there has been growing interest and engagement with his social channels which have come to be seen as a creative outlet allowing him to showcase different aspects of his playful personality and lifestyle off the pitch, authentically representing him in an intimate and candid way.
Cristiano doesn’t sit back and hope his followers will relate to his life. That’s not possible. But he’s built an authentic image of a self-made athlete who has lived a life of ultimate success. And he’s worked hard to achieve it. YouTube will only grow this legacy, which means Cristiano Ronaldo will become even bigger as a brand, increasing his revenue stream and building a brighter future for the Ronaldo family and generations to come.
What can brands learn from this?
First, it’s a strong reminder that long-form content is becoming popular again. YouTube is the place for brands to tell longer stories, engage their audiences in those stories, and welcome new subscribers.
Secondly, brands are reminded that social media is a jungle. And in this jungle, brands often get caught in a never-ending cycle of desperately trying to grab consumer attention, which isn’t necessarily a good thing.
We live in a time when brands sometimes need to stop trying too hard and focus on their essence. Why does your brand exist? What problem are you solving? How are you making lives better and driving real change? What is your story?
Authenticity has never been more prevalent in the world of social media. It’s true: consumers crave it. And they want to connect with brands that are real and authentic.
In the world of social media, avoid social tactics that try to blatantly, almost coercively, connect with your audience.
Instead, dive into your brand’s core story and mission — make it real and impactful, and people will connect with it on a deeper level.
This is how you can break records, just like Cristiano.