These 10 Tweets Show Modern-Day Athlete Branding and Marketing Done Right
Featuring Stephen Curry, Harry Kane and Ryan Lochte, these 10 tweets are the epitome of modern-day athlete branding and marketing at its finest.
1. Spotlight teammates.
Athletes who strategically spotlight their teammates increase shareability of their content, which exposes them to a new, bigger fan base. This tweet from NBA guard Matthew Dellavedova received more than 10 times the amount of retweets his posts usually receive.
2. Engage authentically.
Engagement campaigns perform better and maximize desired results when they're less polished and come directly from the athlete.
3. Show a sense of humor.
Humor is an athlete brand attribute that creates fan loyalty and social sharing at tremendous scale. No wonder this tweet from Dwight Howard received 10 times the amount of retweets his posts usually receive.
4. Socialize with athletes from different sports.
When athletes from different sports interact, fans eat it up (greater fan loyalty and social sharing), and athletes expose themselves to a new, bigger fanbase.
5. Socialize with notable non-athletes.
There are many reasons this tweet went relatively viral, but engaging notable non-athletes (especially with humor) is a great recipe for success. Not to mention, it resulted in JuJu Smith-Schuster's most retweeted tweet.
6. Start vlogging (video blogging).
The more athlete's "invite" fans into their day-to-day lives on and off the playing field, the more fans will develop loyalty and athlete brand equity. Vlogging requires a major time and financial investment, but with the right production and revenue-generating strategy, it can easily pay off 100x.
7. Put mentorship on display.
Make no mistake why this is one of Kobe Bryant's most retweeted tweets. Demonstrating mentorship is a strong brand attribute that exposes athletes in a more inspiring and motivating light.
8. Promote a cause.
Cause is another athlete brand attribute that creates fan loyalty and social sharing at tremendous scale. This tweet from NFL punter Johnny Hekker received 10 times the amount of retweets his posts usually receive.
9. Integrate product placement ... the right way.
Like anything, there's the right way and the not-so-right way to do things. When athletes feature products in their content, it's important to do so within a greater context (sport-related, lifestyle-related, et cetera), as we see in this tweet.
Simply sharing a sponsor's advertisement minimizes the reach, engagement and impact of a piece of content, because it's less interesting. Plus, it can also hurt the athlete brand, since the athlete may come off as salesy and promotional, therefore decreasing fan loyalty.
10. Share your life story as it unfolds.
The more fans know about an athlete's life story, the deeper they'll connect with the athlete, and the more loyal they'll become.