Social media has become a powerful tool for everyone. It has the reach to influence people in every corner of the earth, has the power to change their perception on any subject. For someone who is always in the public eye, like a politician or an athlete, social media becomes even more important. Not only social media platforms allow them to connect with their fans, but the tools such as Instagram, Twitter and Facebook, for that matter, can play a big role in building a personal brand.
Any athlete with a significant presence across social media platforms, can have better chance at earning big collaborations with big brands. With social media, there is a chance of a better career growth off the field.
Why Personal Branding Matters for Athletes
In this digital age, personal branding is not a choice for an athlete but a necessity. This is the world we are living in. The online presence is critical is an athlete is looking to get the success beyond the field. Let’s be honest, sports career is short for an athlete, and sometimes an injury can shorten that period. That’s why it’s important to invest time in making a big social media presence. This helps in making a strong personal brand which can:
- Attract sponsorships and endorsements
- Increase fan engagement and loyalty from followers
- Provide a platform to share your journey and inspire others
- Open doors to post-career opportunities
Big brands tend to collaborate with athletes who have a big Social media presence. Virat Kohli is the perfect example here. The Indian superstar is the most followed athlete on social media platforms. This is one of the reasons why he attracts sponsorships from big brands.
Also Read: Sports Legends: Icons Who Shaped the World of Sports
How To Leverage Social Media To Build Your Personal Brand As An Athlete
Step 1: Define Your Brand Identity
Before joining social media, an athlete should take time to define what values he holds dear and how they can help in making a strong personal brand. If you are an athlete, you must ask yourself:
- Who am I as an athlete? Always highlight your strengths, achievements, and the values you stand for with your fans.
- What makes me unique? Consider your personal story, interests, and passions outside of sports.
- What is my Goal? Think about the goal beyond the sports field. It should be about the message you want to convey and the impact you want to create on your fans’ lives.
Step 2: Choose the Right Platforms
Every social media platform is different, so as an athlete, you should approach them differently as each one serves a different purpose. For example:
- Instagram: Ideal for sharing photos and short video stories with fans. The content can be anything from training sessions to behind-the-scenes moments from matches or dressing room.
- Twitter: Great for engaging with fans, sharing opinions, and staying updated on the happenings in the world.
- YouTube: Perfect for long-form content such as vlogs, tutorials, and interviews. YouTube also has a short video option like Instagram, so it’s an option to share reels as well.
- LinkedIn: Useful for networking with professionals, sharing career updates, and showcasing your achievements.
Step 3: Create High-Quality Content
Even if you a successful athlete on the field, without the quality content, you might struggle to gain a significant following. So understand that the content is the most valuable aspect of your social media strategy. To build a strong personal brand, focus on key elements such as:
- Authenticity: Remain genuine and truthful with your fans. Share your struggle, your journey, experiences and emotions you feel after the win and defeat. Never forget that fans connect more with authenticity than perfection.
- Engaging Content: Also, the type of content play a huge role in gaining followers on social media platforms. Besides writing your thoughts, also use visuals and videos to keep your fans engaging.
- Add Values: As there’s no dearth of content on social media, as an athlete you should aim to provide value to your audience by sharing tips, insights, and motivational stories. For example, if you are a cricketer, you can provide insight on how to improve shot-making as a batsman.
- Consistent: Be consistent. Post regularly to keep your audience engaged.
Step 4: Share Your Story
As an athlete, it’s your journey that sets you apart from the rest. Fans, especially the young ones, are always interested to know how you made it to the top of the sport. Your journey is your most powerful assets. So use it effectively. Use social media to tell your story, from the challenges you’ve faced to the success you’ve achieved. You can target key moments such as:
- The early days of your career
- Overcoming obstacles and setbacks
- Training routines and preparation for tournaments and competitions
- Diet, Sleep cycle and whatever made a difference in your sports journey.
Step 5: Engage With Fans
Social media is a two-way street. Building a personal brand isn’t just about posting and sharing videos from training, it’s also about connecting with your fans. To engage fans, you can:
- Respond to comments and messages: It’s not possible to interact with every fan’s comment, but try to engage with as many as you can.
- Host live sessions: Go live on your social media platforms, and engage directly with fans.
- Recognize Your Fans: Highlight some fans’ comments if you think that deserves a shoutout.
- Conduct Polls: Try to do activities such as conducting polls, asking questions about subjects, be it sports or you off-field activities.
Step 6: Choose Brands and Sponsors carefully
As your social media presence grows, you’ll attract the attention of brands and sponsors. There might even come a stage when your hands are full of every kind of sponsorships. But remember:
- Sign only with brands that share your values: Only collaborate with brands that resonate with your values. For example, as an athlete, you don’t want to sign with brands that sell tobaccos or wines.
- Be professional: Always be professional while dealing with media communications and shooting for advertisements for brands.
Step 7: Beware of what you post
While the power of social media can’t be exaggerated, it has its cons as well. There are enough examples where an athlete lost credibility due to some posts that triggered a negative reaction. There is a fine line here and to manage this, an athlete should:
- Think twice before posting content: Always think before posting a content on social media. Fans belong to different beliefs and races. So avoid sharing sensitive or controversial content.
- Address negative comments gracefully: An an athlete with a big presence across social media platforms, you are bound to get negative reactions. So always respond to criticism gracefully. Also, learn how to ignore trolls.
Making of a personal brand
Building a personal brand is a long journey and requires consistent efforts, dedication, creativity, and authenticity. With the help of social media, athletes can amplify their voice and connect with fans. But always remember that to leverage the power of social media, you must create engaging content, while also staying true to your values.
Your personal brand is more than just your on-field achievements. It’s about who you are as a person, how you carry off the field and how you treat your fans.