by By Rylie Forbes
Social media has become a huge part of college athletics, and I think it’s interesting how much it has changed the opportunities athletes have outside of their sports. Instagram and TikTok are no longer just used to post pictures with friends or share game-day highlights. College athletes are now using these platforms to build their personal brands, connect with followers and even work with companies.
As a member of the University of Oregon Dance Team, I’ve seen how social media can help athletes share their experiences with people who might not normally see what goes on behind the scenes. Whether it’s posting a game-day vlog, a practice video or just everyday life as a college student, these posts allow athletes to show more of their personalities.
How NIL Has Changed College Athletics
One of the biggest reasons personal branding has become so important is name, image and likeness (NIL). According to the NCAA, college athletes can now earn money through brand partnerships, sponsored social media posts and other promotional opportunities.
I think this is a really cool opportunity because athletes don’t necessarily have to be the most popular player on a team to work with brands. Someone who has a smaller following but posts consistently and connects with their audience can still attract companies.
For example, an athlete who loves fitness, skincare or fashion could partner with brands that fit their lifestyle. I think these partnerships are more interesting when the athlete actually uses the products instead of just promoting something for money.
Why Being Authentic Matters
Something I’ve noticed on social media is that people seem to enjoy content that feels real rather than content that looks like an advertisement.
For college athletes, this could mean posting a day in their life, showing how they balance classes and practices or sharing funny moments with teammates. I personally enjoy watching this type of content because it gives you a better idea of who someone is outside of their sport.
Being on the Oregon Dance Team, I know how much time and work goes into preparing for games and performances. I think showing those behind-the-scenes moments is a great way for people to understand what being a college athlete actually looks like.
It also helps athletes build a connection with their followers, which is important when trying to grow a personal brand.
Creating Opportunities After College
Another thing I find interesting is how building a personal brand can help athletes even after their college careers are over.
Not everyone is going to continue competing professionally, but the skills athletes learn from creating content and working with brands can help them in other careers.
As a public relations major, I see how personal branding connects to marketing, social media strategy and communication. Athletes are basically learning how to promote themselves and understand what their audiences want to see.
I think this is something more college athletes should take advantage of, especially because social media is such a big part of so many industries today.
Above image from https://athleticdirectoru.com/articles/how-much-is-nil-really-worth-to-student-athletes/
Overall, I think social media has created so many opportunities for college athletes that didn’t exist before. It’s no longer just about how someone performs during a game or competition, but also about how they represent themselves outside of it.
To me, the biggest part of building a successful personal brand is being yourself. People want to follow athletes they can relate to, and I think showing your personality is what makes social media content stand out.
Connect with me: www.linkedin.com/in/rylie-forbes
