From 5,000 followers to over a million: New Zealand World Cup player Tim Payne finds social media fame

Tim Payne, a 32-year-old New Zealand defender, became a sudden global focus after an Argentine football influencer identified him as the least-known player at the upcoming World Cup. The influencer highlighted Payne’s small social media presence, noting he had about 4,700 Instagram followers earlier in the week. After the call to action, Payne’s follower count surged rapidly to more than a million by Friday, far exceeding even New Zealand’s most prominent player. The campaign included requests to share Payne’s image in World Cup sticker albums and to create videos supporting him. A Spanish song also emerged praising Payne, and he recently reached his 50th appearance for New Zealand.

"El Scarso, a football influencer also known as Valen Scarsini, identified Payne as the least-known player at the World Cup in Canada, the United States and Mexico based on his small social media following. Payne had around 4,700 followers on Instagram earlier this week. After being singled out by El Scarso that number has risen at a rate of almost 1,000 per minute to more than a million by Friday. Payne's following is now six times greater than New Zealand's captain and best-known player, Nottingham Forest forward Chris Wood."

"There are only a few days left before the World Cup starts and we are all waiting to cheer for our national team, but what if there was a player who united us all, a footballer we all support regardless of their nationality? Scarsini said. I searched through all the national teams playing in the World Cup for the least known one and after analysing them one by one I found him. In group G, in New Zealand, there is Tim Payne. He really is the least known. He doesn't even have 5,000 followers."

"Scarsini, who has more than 500,000 followers, implored his base to start mentioning Tim Payne everywhere. We have to start making videos feeding the legend of Tim Payne. If you have the World Cup [sticker] album, upload a photo with his sticker. The goal is to see how many people know Tim Payne before the World Cup starts."

"Now there is even a song supporting Payne, who recently made his 50th appearance for New Zealand after making his debut at 18. The chorus, in Spanish, says I've got his back. I cheer him on. I've been rooting for him from the beginning. Tim Payne, from cradle to grave. You're a crack. I cheer you on, every step. It continues, no Payne, no gain."

Read at www.theguardian.com