The Impact of Social Media Algorithms on Your Student-Athletes' NIL Success

What Are Algorithms?

I get it. You’re busy running an Athletic Department, coaching a team, or supporting student-athlete success. You don’t have time to learn about social media algorithms. That’s fine. But since these algorithms have such a major impact on the NIL success of so many student-athletes, I’m going to give you a 3-minute lesson.

At their core, social media algorithms are complex sets of rules that platforms use to determine which content appears in users’ feeds. These algorithms analyze various factors, including user behavior, engagement, and relevance, to curate personalized experiences for each user.

Platforms like Instagram, TikTok, and Twitter all employ unique algorithms, which means the way content is displayed can vary significantly across them.

For example, Instagram’s algorithm prioritizes posts that receive high engagement shortly after being shared. This means that if post gets a lot of likes, comments, or shares within the first hour, it’s more likely to be shown to a broader audience. On the other hand, TikTok uses a different approach, focusing heavily on user interaction and trending content to keep users engaged.

See that! We’re 30-seconds in and you are smarter already.

The Impact of Algorithm Changes

One of the most significant challenges for student-athletes is keeping up with the frequent updates to these algorithms.

Recently, many platforms have shifted their focus toward promoting more authentic content, leading to changes in how posts are ranked. As a result, even established student-athletes with significant followings may notice fluctuations in their visibility and engagement.

For student-athletes, understanding these changes is crucial, as they directly impact their ability to secure NIL opportunities. Brands are looking for student-athlete “influencers” who can create authentic connections with their audiences, and these algorithms often dictate who gets seen and who doesn’t.

The Ripple Effect on Student-Athlete Visibility

Increased Competition

As the landscape of social media evolves, so does the competition among student-athletes. The growth in the number of student-athletes participating in NIL in the last 2 years (especially at the mid-major level) has led to more competition.

This makes it even more critical for student-athletes to leverage social media effectively.

Changes in algorithms can favor certain content types or user behaviors, meaning that some athletes may find it easier to gain visibility while others struggle. It’s essential to recognize that just having a large follower count is no longer a guarantee of success. Instead, it’s about how well a student-athlete engages their audience.

Engagement vs. Follower Count

In the past (and outside of NIL), brands often prioritized influencers with massive follower counts.

But now the focus has shifted toward engagement, as brands realize that engagement can be a better indicator of an influencer's (including a student-athlete’s) effectiveness. High engagement means followers are genuinely interested in the content, making them more likely to act on the influencer’s recommendations.

For instance, a mid-major basketball player may have a smaller following compared to Power 4 student- athlete, but if their posts receive high engagement, they will likely be more appealing to brands. This shift emphasizes the need to focus on creating content that fosters engagement rather than merely chasing numbers.

4 Strategies to Maximize Exposure

1. Quality Content Creation

Creating quality content is the foundation of any successful social media strategy. Posts should reflect authenticity and resonate with the student-athlete’s audience.

Here are some tips to elevate content:

  • Be Genuine: Share experiences, challenges, and triumphs. People connect with real stories.

  • Tell a Story: Use storytelling techniques to engage the audience. Whether it’s a training session, a game day ritual, or a behind-the-scenes moment, make posts relatable.

  • Visual Appeal: Invest time in creating visually appealing content. Use high-quality images or videos to capture the audience’s attention.

Remember, the goal is to connect with an audience on a personal level. Authenticity goes a long way in building trust and engagement.

2. Consistency and Timing

Posting consistently is crucial for maintaining a presence on social media. Develop a posting schedule that works and stick to it.

  • Know the Audience: Use analytics tools to understand when followers are most active. Posting during peak times can increase the chances of engagement.

  • Experiment with Frequency: Test different posting frequencies to see what resonates best with an audience. Some student-athletes thrive with daily posts, while others may find success with a few high-quality posts each week.

Consistency builds anticipation among followers, encouraging them to engage with content regularly.

3. Utilize Trending Formats

Social media platforms constantly evolve, introducing new content formats and features.

Stay updated on trends and incorporate them into a student-athlete’s strategy. Here are some effective formats to consider:

  • Reels and Stories: Student-Athlete’s should use Instagram Reels or Stories to share quick, engaging snippets of their life. These formats often get prioritized by algorithms, increasing the chance of visibility.

  • Live Streams: Student-Athlete’s should engage with their audience in real time through live Q&A sessions, training demonstrations, or sharing their thoughts. This fosters a sense of community and authenticity.

By experimenting with trending formats, a student-athlete can keep their content fresh and engaging while maximizing their exposure.

4. Engage with the Audience

Building a loyal following isn’t just about posting content; it’s also about engaging with an audience. Student-Athletes should respond to comments, answer DMs, and interact with followers.

Here’s why engagement is essential:

  • Foster Community: By actively engaging with an audience, student-athletes create a sense of community. Followers are more likely to support them and recommend them to others.

  • Algorithm Boost: Social media platforms reward engagement. When student-athletes respond to comments or interact with followers, it signals to the algorithm that their content is valuable, potentially increasing their visibility.

Student-Athletes should make an effort to show appreciation for their followers’ support - every interaction counts!

Staying Informed and Adapting

Monitoring Algorithm Changes

Staying informed about algorithm changes is crucial for social media strategy.

Follow updates from major platforms, subscribe to relevant newsletters, and join online communities focused on social media marketing.

This knowledge can help pivot a strategy when necessary.

Experiment and Analyze

Don’t be afraid to experiment with different types of content and strategies.

Use analytics tools to track engagement metrics and analyze what works best. Regularly assess performance and make adjustments based on findings.

An experimental mindset allows a student-athlete to adapt to changing algorithms and evolving audience preferences, keeping their content relevant and engaging.

About Bill Carter

Bill has advised brands on Name, Image, Likeness for 25 years—first in pro sports, now at the college level. He was the Co-Founder of the Gen Z sports agency Fuse, which he sold in 2019. In 2020, he founded Student-Athlete Insights and consults on NIL strategy with Fortune 500 companies and 30+ DI universities. Read more about Student-Athlete Insights.

Bill Carter