An athlete’s guide to social media for sports

As an athlete, a lot of the action in your career happens on the field or the court. But some of the action happens on social media, too. People turn to social media sites for news and updates on celebrities, which means sports fans will come to these apps looking for you.

If you’re the type of athlete who’s too busy pushing your body to its limits to make time for the digital world, more power to you. But getting on social media will help fans get to know their favorite teams better. Some people want a play-by-play of every game. They like seeing what you put in your protein shakes or how you push through obstacles. Keeping up with trends in social media for sports makes it easier to give followers the content they want.

But it’s also important that you get something out of social media. Aside from giving you a way to connect with people who look up to you, social networks are a great marketing tool. Some of the biggest names in the sports industry rep products and appear in ads. And while we fully value the importance of making a name for yourself on the field, you can boost your fame (and your income) by marketing yourself on social media.

Why is social media essential for sports marketing?

Sports social media marketing may sound like it’s all about you, the athlete. But good digital marketing is a two-way street. It allows you to broaden your fan base while doing what you love most, and your fans interact with an athlete they admire. Here are a few more ways a sports marketing campaign can be beneficial to your career:

• Help humanize athletes and sports organizations: Remember growing up and looking at your favorite athletes as if they were heroes? They were larger than life to you, right? That’s how your fans see you now. Share your life, the ups and downs of training, and what motivates you, and allow your followers to see your more human side.
• Tell your story: How did you go from being that kid that looked up to other athletes to becoming someone that others look up to? Your fans want to know what got you here. Social media gives you a platform for telling your story and inspiring others to pursue their dreams. You’re an inspiration.
• Participate in brand partnerships: Make some extra cash representing the brands you like through affiliate marketing or paid content like sponsored ads. Look to the social media accounts of some of the biggest names in the game to see how they handle sports marketing. Examples of partnerships between major brands and famous athletes are easy to find. This kind of promotion can make you money while also benefiting fans: if you believe in the brands you promote, you’re helping your followers learn which quality products they should check out.
• Create a loyal fan base: Growing your online audience can help you fill the stands at events. Use social media to generate excitement about upcoming games, give viewers a sneak peek of training, and present calls-to-action (CTAs), such as encouraging fans to announce an upcoming sporting event on their social media for their friends and family to see.

Trends in social media for sports

You know the benefits of posting on social media. But what should you post? If you’re drawing a blank, look to your peers for inspiration. Here are some of the trends we’ve been seeing lately in social media content:

• Real-time updates: It’s hard to post a TikTok or Instagram Story while sinking a three-pointer, so recruit a friend to help document the action or get someone on board who does social media management for athletes. You can still generate "live" content when you're not playing by commenting on events in real-time. Try live-tweeting sporting events, or broadcast yourself cheering on your teammates.
• Behind-the-scenes sports content: Fans love feeling like insiders. Let followers experience a day in the life with training clips, pre-game rituals, or a glimpse of life on the road.
• Participate in social causes: Athletes and other celebrities have the unique opportunity to support social causes. You’re a role model, so use your clout for good by volunteering with a local organization (and posting about it) or encouraging your followers to get involved with a charity that’s important to you.

Social media tips for athletes and sports teams

Now that you know what to post, you're almost ready to hit a home run on social media. Athletes will see the most success by following these best practices:

• Stay consistent with your brand: You’re a person, so it might feel strange to call yourself a brand. But professional athletes who turn their image into a commodity learn to market themselves a certain way, just like companies who want you to buy their products. You probably rep your team colors pretty hard, so whether you're creating an account for yourself or the team, use the team colors and logo on your profile, and keep your voice consistent across all posts.
• Embrace memes: We know you take your game seriously, but don’t be afraid to let your sense of humor shine on social media. Humor runs deep in sports: commentators love a good joke, and mascots are the MVPs of making fans laugh. Not everything you post needs to be funny, but throwing in a meme once in a while will show fans how relatable you are.
• Optimize your bio: Social media feeds aren’t the only thing to pay attention to here. Use the space in your bio to tell fans more about you. Use an inspirational quote, a high-quality profile picture, and a Linktree to redirect viewers to the team’s website, recent articles, your podcast, the online store of a brand you represent, and your other social media accounts.

The end zone

If you want to make it big in sports, social media is a must. Show fans you’re there for them by posting updates about your season, promos for the brands you love, and content that shows them what you’re made of. Remember that this content doesn't just benefit your fans: it helps you expand your reach and earn some extra income.