DID 'THE FOLLOWER' REALLY DIE?

Dear Insider,

Welcome to the first Influence Insider of March!

This edition is packed with insights, opportunities, and key shifts shaping athlete branding. One of the biggest? The Follower Era is over. Social media no longer rewards follower counts; it rewards interest. Athletes who don’t adapt will get left behind.

Beyond this month’s feature, you’ll find 15 incredible job opportunities from Under Armour, Skechers, the IOC, Fanatics, Snap, and more. If you're looking for your next move, don’t miss the Career Hub below.

And one more thing; I’m looking for athletes willing to test a new AI-powered branding tool before its official launch. If you’re interested, check out the details at the bottom, or message me on linkedin. Thanks for reading, and as always, feel free to share this with someone who’d find it valuable!

Best, Thomas

THE FOLLOWER ERA IS OVER

Why athletes must rethink their digital strategy

For years, athletes have been told that growing their following is the key to success. More followers meant more sponsorships, media attention, and leverage. Athlete branding has changed forever; if you don’t adapt, you’re already behind.

Social media platforms no longer prioritize followers. The algorithm dictates reach, and content discovery is now based on trends, not subscriptions. Athletes chasing follower counts are optimizing for a metric that barely matters anymore. We’ve moved from the ‘Follower Era’ to the ‘Interest Era,’ and those who don’t adapt will get left behind.

The illusion of followers

For over a decade, follower count has been the go-to metric in digital marketing. The principle was simple: more followers equaled more visibility. Athletes, teams, and brands built digital strategies around this model.

Then came TikTok. Its ‘For You Page’ changed the game. Suddenly, content wasn’t shown to followers but recommended based on behavior and engagement. Other platforms quickly followed: Instagram’s Reels, YouTube Shorts, and Twitter’s algorithm-driven feed. The result? Followers used to mean reach. Now, even if an athlete has millions of followers, only a fraction will ever see their content. Social platforms decide who gets visibility, not you.

This shift has massive implications for athlete branding. The old playbook “grow your following and cash in” no longer works. Athletes who focus solely on social media numbers (trying to outpace teammates or competitors in follower count) are playing the wrong game.

From followers to true-fans

If reach means visibility, and follows once meant loyalty, today’s true fans are something else entirely. A true fan doesn’t just watch your content when the algorithm allows it. They go to your games, buy your merch, subscribe to your newsletter, and invest in your journey. The most significant shift in sports and digital branding isn’t about having more connections but deeper connections.

Here’s what the new digital game for athletes looks like:

• Direct-to-Fan Strategies: Social media platforms are no longer enough. Athletes need owned platforms where they control fan access. Newsletters, podcasts, membership communities, and private digital hubs are key to deeper engagement.
• Content that builds loyalty: Short-form content (TikTok, Reels, Shorts) is great for discovery, but long-form content (podcasts, video series, deep storytelling) builds lasting relationships. Attention is valuable, but retention is even more precious.
• Athlete-owned digital infrastructure: Instead of relying entirely on social media, athletes need mini-sites, fan databases, and direct communication channels (email, SMS, exclusive platforms). If you don’t own the platform, you don’t own the relationship. Social media is a rented space; your real power is direct access to your fans.
• From algorithm-first to purpose-first: Over 78% of creators feel algorithms dictate their creative decisions. Athletes must shift focus from what will perform well to what builds their long-term brand. True fans are drawn to authenticity, consistency, and value, not just what’s trending.
• Metrics that matter: Instead of tracking follower counts, athletes should focus on metrics that drive long-term impact. Athletes who understand and optimize for these metrics will own their narrative, audience, and future. Those who don’t will keep chasing visibility that disappears when the algorithm shifts.:

o?? Inner Scorecard: Is your brand aligned with your values and ambitions?

o?? Consistency: Do you continuously show up and provide value?

o?? Engagement rate: Who’s actively interacting with your content?

o?? Retention: Who keeps coming back?

o?? Conversions: Are people subscribing, buying, or joining?

What athletes should do next

1?? Stop chasing follower counts. It’s an outdated metric. Instead, focus on building your fully owned platforms and communities.

2???Diversify digital assets: Social media is for discovery, not retention. Build a personal website, an email list, and a membership platform, something you control.

3?? Create direct-to-fan experiences: True fans don’t just watch; they participate. Offer exclusive content, Q&A sessions, live chats, and membership perks.

4???Prioritize long-term influence over short-term trends: Viral moments come, but sustainable athlete branding consistently provides value.

5?? Invest in digital maturity: Athletes who build their digital ecosystem beyond just social media future-proof their brand and business.

The future of athlete branding

The next decade of athlete branding will be about owning influence, not borrowing it. The most successful athletes won’t just be those with the biggest follower counts; they’ll be the ones who own their audience. AI will automate content creation, fan engagement, and monetization. Blockchain will give athletes digital ownership of content, fan data, and sponsorship deals. The opportunities ahead aren’t just new; they’re transformative. Athletes who embrace these shifts won’t just stay relevant; they’ll lead the next evolution of the sports industry. The question is no longer, “How many followers do I have?” The real question is, “How many true fans do I serve?”

The game has changed. Are you ready?

Well, okay "views". If you're serious about understanding the shift from The Follower Era to The Interest Era, here are two must-watch talks featuring Jack Conte , the founder of Patreon, who has been vocal about this transformation and inspired this feature article

?? SXSW 2024: The Death of the Follower: In this talk, Jack breaks down how the internet has shifted from a follower-based model to an algorithm-driven discovery model, and what it means for creators, athletes, and brands.

?? Colin & Samir Podcast with Jack Conte – A slightly more recent deep dive into the creator economy, direct-to-fan relationships, and why algorithm dependency is a losing game.

?? Gymshark

Athlete Marketing Executive - French speaking

Solihull, England, United Kingdom

Red Bull

Athlete Marketing Manager

Cairo, Cairo, Egypt

SPORTFIVE

Senior Sales Manager - Global Athlete & Team Marketing (m/f/d)

Hamburg, Hamburg, Germany

SPORTFIVE

Senior Sales Manager - Global Athlete & Team Marketing (m/f/d)

Barcelona, Catalonia, Spain

?? Snap Inc.

Athletes Partnerships Lead

New York, NY, USA

https://www.dhirubhai.net/jobs/view/4170169101?

?? Snap Inc.

Athletes Partnerships Lead

?Los Angeles, CA. USA?

Fanatics

Data Analyst - Athlete Partnerships - Fanatics Collectibles

Milton Keynes, England, United Kingdom?

Fanatics

Planner Athlete Partnerships - Fanatics Collectibles

Milton Keynes, England, United Kingdom

Fanatics

Athlete Relations Associate

Miramar, FL, USA

?? International Olympic Committee – IOC

International Athletes’ Forum, Volunteer

Lausanne, Switzerland

Skechers

Athlete Marketing Manager - Team Sports

Manhattan Beach, CA, USA

Wasserman Marketing

Coordinator, Athlete Marketing - Team Sports

Toronto, ON, Canada

Under Armour

Specialist, Athlete Marketing - Football/Baseball

Baltimore, MD, USA?

Trend Management

Director of Trend Athletes

Houston, TX, USA?

?? United States Olympic & Paralympic Committee

Athlete Fellow

Colorado Springs, CO, USA

?? AI JUST MADE ATHLETE BRANDING 10x EASIER

(And I need testers – limited spots available!)

Most athletes struggle with branding because:

• No strategy → Posting randomly, hoping something sticks.
• Too complicated → Marketing tools are overwhelming.
• Takes too much time → Staying consistent is exhausting.
• Too expensive → Hiring experts isn’t realistic.

So, I built something that fixes all of this.

I’ve worked with thousands of athletes worldwide to create brands that attract sponsors, media, and long-term business opportunities. I even wrote a 600-page book on athlete branding. Now, I’m turning that knowledge into an AI-powered tool that makes branding faster, easier, and more effective.

What it does:

? Instantly defines your brand—no overthinking

? Generates content ideas & strategies on demand

? Helps you grow & monetize your audience

? Works like a personal brand coach, available 24/7

I’m looking for a handful of athletes to test it before launch.

If you want first access, drop a comment or DM me now before spots fill up.

?? The Athlete Brand Book: Now on Amazon USA!

Transform your brand into a business and build a lasting legacy. Now available on Amazon USA for faster, lower-cost delivery, this 600-page, full-color hardcover is the ultimate guide for athletes, agents, and sponsors looking to maximize influence, income, and impact.

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?? Order now and start building your future.