Millions of fans worldwide want to keep up with their favorite athletes. It’s why it’s become so important for many athletes to maintain a consistent presence on social media, share regular glimpses into their lives, and engage with their audiences authentically with original content. In fact, some athletes’ social followings now outstrip their sports league or team’s owned channels.
In addition to connecting with their followers, social media helps players develop their personal brands and make money. A strong social media profile can increase a player’s contract value, endorsement chances, and overall career success. For younger athletes, it can help them find a college and/or professional team to sign with, as well as give them a head start on building their brand as they look for their next steps after their athletic window closes.
Social media also allows athletes to connect with one another and build communities. This is especially true during periods like the COVID-19 pandemic, when many competitions were suspended. Fans who follow athletes on social media can stay up-to-date with upcoming games, team lineups, and even exclusive content. This keeps them engaged and loyal to the team, which ultimately benefits both the team and the athlete.
However, social media is not without its challenges. For example, some studies suggest that maintaining a polished image online can lead athletes to censor themselves or avoid posting controversial content, which can negatively impact their mental health and performance. Athletes should focus on maximizing their potential on and off the field and find ways to balance their use of social media.