How Advertisers Choose College Athlete Influencers

Aug 15, 2024 | Endorsements, Marketing, NIL, Social Media

How Advertisers Choose College Athlete Influencers

If you’re a college athlete thinking you’re an influencer – good news you are and if you want to max your value, you should consider what business and brands think when evaluating an influencer.

No question – with the rise of college athlete influencers – how brands approach influencer marketing has changed. It all starts with the obvious, the NCAA’s decision to allow student-athletes to profit from their name, image, and likeness (NIL). Finally, athletes can be compensated!

And like any new stage in business, the marketing departments are now targeting college athletes to promote their products and services, leveraging athlete audiences and impact.

But how do advertisers choose which athletes to work with?

It’s not as simple as finding the most popular player. A ton of factors go into selecting the right college athlete for a brand’s marketing campaign.

Our goal is to help educate athletes on how advertisers choose college athlete influencers, what makes these partnerships successful, so any athlete can benefit.

1. Audience and Reach

The first thing advertisers consider when choosing a college athlete influencer is the athlete’s audience. Just like with any influencer campaign, brands are looking for athletes who have a significant social media following. But the size of the following isn’t the only factor — advertisers also look at who makes up that audience. Demographics, engagement, and niche play a part as well – just because you’re popular on social media doesn’t always equate to being influential.

• Demographics: Advertisers want to know the age, gender, location, and interests of an athlete’s followers. For example, a brand targeting college students may look for athletes whose followers are primarily 18-24 years old. They’ll look for athletes with a personality that matches what they call, “brand voice” – so what is the voice you’re projecting on social media?
• Engagement: An athlete with a smaller, highly engaged audience may be more valuable than one with a larger, less active following. Posting to lots of people who don’t engage is pretty much a waste of everyone’s times. Advertisers measure engagement through likes, comments, shares, and how often followers interact with the content. What’s the ratio of followers to interactions? Yep – that’s a good measuring point!

2. Athletic Performance and Popularity

Naturally, an athlete’s performance on the field or court is a key factor in their appeal to advertisers. It’s just part of it because the more you play, the more you’re seen. High-performing athletes who consistently appear in headlines or important games can provide brands with more visibility in a marketing campaign. But don’t worry, not every brand seeks out popular athletes! Plenty want genuine athletes.

• Star Power: Some athletes are already well-known nationally or even internationally. Brands looking to make a big splash may choose these high-profile athletes and you can’t blame them, it’s a natural fit.
• Underdogs and Rising Stars: BUT – tons of advertisers are looking for athletes who might not be at the top of the popularity list but have a voice and connection with fans. Brands can benefit from aligning themselves with an athlete on the rise, who is sincere, and can gain exposure as the athlete’s profile grows.

3. Niche Markets and Local Influence

College athletes often have strong ties to their local communities and schools. And they play a sport that has a direct, local connection. And it’s this connection that can be a significant draw for advertisers, especially those looking to target niche markets or local and even regional fans.

• Local Businesses: A local restaurant or store might partner with a college athlete who has a strong presence in the community to promote their business. The reason is – familiarity and alignment. The next time you see the athlete, you’ll think of the restaurant – it’s pretty simple and can apply to any advertiser.
• Regional Brands: Similarly, regional or mid-sized brands might opt to work with an athlete whose influence is concentrated in a specific geographic area. If the business isn’t national, why would they need (or even care) about a national athlete spokesperson? Answer – they won’t. Which means there is more opportunity for more athletes.

4. Authenticity and Brand Alignment

In influencer marketing, authenticity is everything. Every. Thing. Fans can sniff out BS in a second.

So brands look for athletes whose personal values, image, and lifestyle align with their own. An athlete who genuinely fits the brand’s identity will be much more effective at promoting their products. And buyers can see it in the ads in an instant too.

• Lifestyle Fit: An athlete whose social media shows a genuine interest in the product or service they’re promoting will be seen as more trustworthy by their followers. And those followers will be less likely to stop following due to promotion burnout.
• Personal Brand: Many college athletes are already crafting personal brands that reflect their interests, goals, and values. Or what the athlete is looking to do when they’re done with college. Advertisers do some serious analysis on an athlete’s online presence to ensure their personal brand complements the brand’s message. Like we said, it’s not about popularity!

5. Compliance with NIL Regulations

Here comes the Fun Police! With the introduction of the NIL rights for college athletes, brands must ensure their partnerships comply with NCAA and state-specific regulations. This means navigating a the complex rules and guidelines that differ by location – fun stuff… Some states allow for high school athlete compensation, others don’t – and the last thing an advertiser should do – is anything

• NIL Restrictions: While NIL regulations allow athletes to profit from endorsements, certain restrictions still apply. For example, some states may prohibit athletes from endorsing products like alcohol or gambling not to mention some products are legal in some states but illegal federally. Advertisers must ensure their partnership is fully compliant to avoid penalties.
• School Policies: Some colleges have additional guidelines for how athletes can engage in NIL activities. You wear their logo, you play by their rules here – but most schools are looking for ways to help athletes, they’re not looking to turn the party off. But brands need to consider these when choosing who to partner with as, just as the athlete should consider who they work with.

6. Social Media Presence and Content Quality

A strong social media presence is crucial for athletes who want to attract advertisers. Strong means engaged – they want folks with followers who engage. They want active athletes can help create and promote high-quality, engaging content.

• Consistency: Athletes who regularly post on Instagram, TikTok, and Twitter are more likely to catch the attention of advertisers. Not just 1 social media, you got to be diverse. Consistent posting not only keeps followers engaged but also helps grow the athlete’s audience AND keeps your account tied into the algorithms. The algorithms promote who’s active so being consistent is critical to success for your account, and the advertisers look for this.
• Content Creation Skills: Advertisers also evaluate the quality of the content an athlete creates. Nobody likes boring people. An athlete who can produce visually appealing, well-edited photos or videos will stand out more than one who doesn’t invest in their online presence. Make people laugh, get them engaged, ask questions, show your day, give fans a peek into your world – that’s what fans want to see & experience. Be their tour guide to your world!

7. Personal Story and Narrative

Athletes with compelling personal stories often attract advertisers who want to tap into emotional connections with consumers. The reason is buyers buy off emotion 10x more than facts. So how can you tap into emotions – fun, laughing, caring, faith, sharing stress – make your account & content personal (as much as you are comfortable).

• Human Interest: Brands love athletes with stories that go beyond their athletic achievements. Yes you can play, but what else? These athletes offer a more relatable, human side that can make campaigns feel more genuine – remember the emotional stat a second ago…
• Storytelling Potential: The ability to tell a story — whether it’s about a personal struggle, success, or unique perspective — makes an athlete more attractive to advertisers. Nobody wants a boring person reading a script, can you get folks engaged?

8. Partnership Longevity

While some brands might be interested in one-off campaigns, others look for longer-term partnerships. Advertisers often seek athletes they can work with over a sustained period to build a deeper connection with both the athlete and their audience.

• Long-Term Potential: Brands may consider how an athlete’s future career could evolve and whether they could become an ongoing ambassador for the company.
• Reputation and Stability: Athletes with a history of good behavior, a solid reputation, and consistent performance are seen as lower-risk choices for long-term partnerships.

9. Values and Social Responsibility

Increasingly, brands are choosing to work with athletes who are vocal about social causes or who align with the company’s values. It makes a ton of sense. Whether it’s advocating for equality, environmental sustainability, or community involvement, an athlete who is seen as socially responsible can attract positive attention from a brand wanting to capitalize on a movement, need, or topic’s popularity.

• Cause-Driven Campaigns: Brands may seek athletes who share the same social cares as their organization, which translates to ad creative, making the partnership even more authentic to potential buyers.

10. Metrics and Performance Tracking

Once a college athlete influencer is selected, advertisers use various tools to measure the success of their campaigns. Marketing teams have to prove results, it’s not a “thanks, good job” industry. Metrics such as reach, engagement, and conversion rates help brands determine whether the partnership is successful so don’t be surprised if you get a crash course in digital marketing analytics.

• Influencer Marketing Platforms: Tools like Instagram’s analytics or third-party platforms allow advertisers to track the effectiveness of a campaign and adjust strategies as needed. TikTok Business has tools, and there are other 3rd party tools too – all working to prove an influencer marketing campaign worked.

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Wrapping Up

Advertisers choosing college athlete influencers consider a ton of factors when evaluating an athlete. As an athlete, you have some info here to help you focus and grow. For an advertiser, it’s not just about picking the most famous athlete; it’s about finding the right fit that aligns with the brand’s values, reaches the target audience, and delivers measurable results. As the world of college sports continues to evolve, these partnerships will likely become even more important & popular in the marketing campaigns.