Whether they’re streaming games or sharing photos, videos, or content to engage their audiences, athletes and teams are using social media to reach more people than ever before. And with billions of users across platforms, it’s not surprising that social media is an integral part of sports.
Athletes and sports organizations use their social media presence to spread the word about their events, teams, and players, gaining more visibility and driving ticket and merchandise sales. They also tap into the huge audience on these platforms to create engaging, original content that helps fans connect with and follow their favorite athletes.
In addition to driving revenue, social media gives athletes the chance to build their personal brand, establishing a connection with their audience and fostering loyalty. By responding to fan comments, hosting Q&A sessions, and sharing user-generated content, athletes can demonstrate that they value their support and are approachable and relatable. This can help to boost their image as role models and influencers.
Athletes are also using their social media presence to advocate for causes they care about and drive positive change in their communities. This authentic, values-driven leadership demonstrates their authenticity to their followers and amplify their reputation as role models. However, there are challenges to maintaining a healthy balance on social media. For example, a study with volleyball players found that scrolling on social media before training decreased decision-making and passing skills. This shows that athletes must be aware of how their usage of social media impacts their performance, and ensure they have the resources they need to thrive online.