Why Olympians Are Turning To TikTok
Welcome to Created, the newsletter that's raising the bar like Simone Biles. Here's what we got for you:
TikTok is Changing How Olympians Make Money
There's 10,500 athletes at the 2024 Paris Olympics...but how many can you name beyond Simone Biles and Lebron James?
That's why lesser-known athletes are turning to TikTok and IG to win followers and sponsorships. Even if they don't win a medal.
Stats:
Case in point: Alicia Schimdt
Schmidt represented Germany in Tokyo 2020 as a backup. She didn’t even compete, but still gained 500,000 followers by posting behind-the-scenes videos.
Now, she has 5M followers and sponsorships with Puma and Hugo Boss.
Despite Germany paying her only $700 a month training for the Olympics, Schmidt has a career as a creator and athlete.
Other examples:
Our Take: It's not just about the medals anymore.
Even for Simone Biles, TikTok is top of mind. Seconds after winning gold, the first thing Biles and her teammates did was plan what TikToks to make.
Fans prefer following individuals more than tuning into traditional broadcasts.
It's also why ESPN just renewed their deal with Omar Raja and NBC hired Alex Cooper to host their Olympics coverage.
The Unexpected Surge of Reddit
Despite TikTok and Instagram grabbing headlines, Reddit is making waves of its own.
Context: According to eMarketer, there's been an 11% increase in Reddit’s user engagement.
Reddit’s mix of in-depth discussions and real conversations is pulling in more users, making it a bigger player among social networks.
Our Take: this shows the rise of creators as curators. Since Reddit curates content from the rest of the internet, content usually trends on Reddit first — then trickles to IG, X, YouTube, and TikTok.
Reddit’s surge isn’t just a trend; it’s a testament to its distinct value in the social media landscape.
It’s about the depth of engagement and the strong community ties that other networks struggle to replicate.
With more people flocking to Reddit, creators now have a rare opportunity to reach new audiences and showcase their work.
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Here's why it took off so you can apply to your next video:
1. Hook, Question, and Prize: DSARM sets the stage with an relatable challenge and a cash prize, getting me hooked in the first 20 seconds.
2. Tension Build-Up: The thrill of evading security and the looming risk of arrest keep me engaged, just dying to see how this all plays out.
3. Lighthearted Moments: The group's jokes about something as serious as ending up in a cell add humor to the story, making it way more entertaining.
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?? Weekly Roundup: Thumbnails
Here why these thumbnails caught our attention:
1. Exposed sneaker cutaway with "Too Good?" text creates instant curiosity (Cleo Abram)
2. Realistic photo with a bear eating next to a human catches attention (Max Fosh)
3. Giant skeletal turtle creates a surreal scene and builds intrigue (Bright Side)
4. Bright “Missing” text contrasts the darker background (Stromedy)
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After all, nothing great is created alone. Talk soon,
Jon
Helping founders & leaders scale beyond Silicon Valley. Join 10,000+ tech CEOs, execs, and investors in our private community.
7 个月Explore how social platforms shape earnings and engagement strategies. Valuable insights for digital marketers.
Content Creator, Influencer & Entrepeneur
7 个月Amazing value for a 3 min read ??
$9bn+ in sales. I build brands that customers chase after. If you're done wasting ad dollars, let's talk. Make your brand a magnet, not a money pit.
7 个月Absolutely love this issue, Jon. Your deep dive into the evolving landscape of athlete monetization was interesting. The shift from traditional sponsorship models to the creator economy proves the power of authentic connection.
100 million views+ per month across all social platforms | co-founder @ Pugs Media
7 个月Similarto the Olympics, college sports $ will likely trend more towards outside NIL partnerships for more players, especially those with lower positions that can get good at making content and rev up their social numbers
Video Editor | Writer
7 个月Nice Jon, thanks for this! To what extent do you think their individual stories play a role in gaining traction for their personal brand?