TikTok And The Rise Of NIL
TikTok has rapidly risen to become the seventh most popular social media platform, boasting over 1 billion active users. To put this achievement into perspective, it took Instagram six years to reach the same number of users that TikTok has gained in under three years.
This remarkable growth and widespread reach have prompted companies like Gatorade to host competitions on the app, generating significant engagement and exposure from athletes and other users. In order to connect with the younger generation, brands, leagues, and individual athletes should consider TikTok as a crucial bridge.
This platform has become the go-to destination for entertainment and information for the next generation of athletes and sports fans.
The importance of TikTok as a marketing tool is amplified by the fact that the primary age range active on the platform aligns with collegiate-level athletes. Consequently, they can quickly amass a following, making TikTok an ideal platform for targeting this demographic.
There are various approaches to succeeding in TikTok marketing, and the most suitable depends on the specific product or brand being promoted. One common approach is utilizing paid ads, similar to other platforms, where you select the target audience, create a short video for display, and analyze engagement levels.
Another avenue is through endorsements, where brands pay influential individuals to create content using their products, thereby exposing their followers to the brand. Lastly, organic marketing involves creating an account and generating content with the aim of building a dedicated following.
TikTok and Athletes
The effectiveness of TikTok marketing is supported by statistics, revealing that half of consumers base their purchasing decisions on influencer marketing. Additionally, with the prevalence of ad-blocking technology, investing in traditional advertising may prove futile, as the target audience may not even see the ads.
Recognizing the immense potential and success of TikTok endorsements, INFLCR has partnered with TikTok to assist athletes in growing their presence on the platform. INFLCR provides guidance on the best practices, helps athletes secure NIL (Name, Image, Likeness) opportunities, and supports them in monetizing their following to profit from their individual brands.
Athletes such as KeAndre Lambert Smith (Penn State wide receiver), Rhyne Howard (Kentucky women’s basketball guard), and Morgan Leigh Oldman (Auburn gymnast) are among those leveraging INFLCR’s management services.
Brands have shown great interest in getting involved in college athletics, and TikTok provides them an opening to enter this space.
The app’s short video format enables athletes to create sponsored content within minutes, garnering hundreds of thousands of views.
Furthermore, TikTok’s algorithm-driven content discovery system plays a pivotal role in expanding the reach of marketing efforts. The platform’s algorithm has a unique ability to showcase content to users who may not be following a specific athlete or brand but has a history of liking similar content.
This means that even without a large existing following, athletes and brands can still gain significant visibility and attract new audiences. The algorithm takes into account a user’s preferences, engagement levels, and trending content which provides ample opportunities for organic growth and exposure. This aspect of TikTok makes it an ideal platform for athletes and brands looking to break through and connect with a wider audience.
Lastly, TikTok’s interactive and creative features contribute to its appeal as a marketing platform. Since the app offers a wide range of filters, effects, and editing tools that enable athletes and brands to create engaging and visually appealing content, from viral dance challenges to storytelling through short videos, TikTok helps connect with audiences on a more personal level.
The unique blend of entertainment and authenticity has resonated strongly with the younger generation, making the platform an invaluable tool for brands and athletes wanting to build genuine connections and establish a loyal fan base. By embracing the dynamic and interactive nature of the app, marketers can create content that leaves a lasting impression on viewers and encourage them to interact with their brand or favorite athlete.