FROM COMPETITOR TO CREATOR

As the 2024 Olympic Games in Paris are in full swing, a new era in sports content creation has emerged. Olympians and other athletes are no longer just competitors; they have become content creators, influencers, and digital entrepreneurs. This shift empowers athletes to build better brands and boost their independence, influence, income, and impact far beyond the field.

?Create a plan

While practically every athlete today has a social media feed, few know why, for whom they post, or their story. Without a strategy, your content will just be noise, and the world has enough noise. Create a plan that includes your story, key objectives, and audience. Select your key channels and establish a reliable frequency.

“Social media is just a buzzword until you come up with a plan.”

Felicia Lin

Content creation perspectives

1.?????? Third-party content sharer:

-??????????? What: Athletes aren’t creating but (mostly) sharing content created by others.

-??????????? Example: Highlights, partner commercials, or other third-party content.

-??????????? Pros: Amplify results and charge partners for sharing their content.

-??????????? Cons: Low engagement, low brand-building value, little long-term growth.

2.?????? Creator (camera facing forward):

-??????????? What: Captures the athlete's point of view, showcasing their experiences.

-??????????? Example: Film a walk through the Olympic Village or a training session.

-??????????? Pros: Offers fans a unique, immersive experience.

-??????????? Cons: Lacks personal connection as the athlete is not the focus.

3.?????? Creator (selfie mode):

-??????????? What: The athlete films themselves, creating a more personal connection.

-??????????? Example: Sharing a motivational message or a behind-the-scenes look.

-??????????? Pros: Humanizes the athlete, making them more relatable.

-??????????? Cons: Requires the athlete to be comfortable on camera.

4.?????? Lead actor (third-party filming):

-??????????? What: Athletes are filmed by someone else, providing a third-person perspective.

-??????????? Example: A teammate or other videographer filming an athlete’s workout.

-??????????? Pros: Offers a professional, polished view, boosting content quality.

-??????????? Cons: Requires additional resources and coordination.

How to use these perspectives

Athletes can build better brands and create better content by using these creation perspectives. By mixing different styles, like sharing third-party content for monetization, using selfie mode for personal connections, and third-party filming for professional polish, they can engage their audience more effectively. Experiment with these approaches, to see what works for you best, resonates with your fans, and mix things up to keep your content fresh.

Strategies for successful content creation

1.?????? ?? Be authentic: Share unfiltered moments. Fans value honesty over perfection.

2.?????? ?? Leverage technology: Use AI-powered tools to boost your content creation.

3.?????? ??? Engage regularly: Consistency is key. Regular updates build a loyal community.

4.?????? ?? Show behind-the-scenes: Make fans insiders and exceed expectations.

5.?????? ?? Collaborate! Partner with athletes and brands that align with your values.

6.?????? ?? Develop an offer: Create merchandise or digital services to diversify your income.

Challenges and how to overcome them

1.?????? Balance authenticity and professionalism: Be genuine and ensure visual appeal.

2.?????? Manage content quality: Consider lighting, framing, and storytelling.

3.?????? Provide value to your audience: Your vibe attracts your tribe.

4.?????? Monetization without compromise: Ensure your products align with your values.

The future of athlete branding

Athletes are growing in their roles as creators, influencers, and digital entrepreneurs. By embracing this new opportunity, athletes can attract their 1,000 true fans, monetize their influence, optimize their impact, and build a lasting legacy.

To all athlete-brand builders, I say: embrace the opportunity! Use the power of your platform. Stop leaving your brand up to chance and start building it by choice. Use the perspectives outlined in this article to build the brand your incredible talent and hard work deserve.

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