The 4 Most Common Mistakes Student-Athletes Are Making with NIL
#1 “FTFF”
For the last month, I’ve hesitated to use content and data from my new self-paced course I recently launched (NIL Quickstart: Helping Student-Athletes to Land Their First NIL Deal.) I’m overly cautious about not using this newsletter (which many of you pay for) as a promotional tool.
But I see the same 4 mistakes being made repeatedly by student-athletes that inhibit their ability to secure their first (and subsequent) NIL partnerships. Since I have addressed these issues in my NIL Quickstart course, I’m publishing a snippet of those solutions here.
First, since Higher Ed loves acronyms, I’ve made one up to explain an NIL phenomena that we need to put a stop too.
“FTFF” is the anxiety experienced by student-athletes (and perpetuated by AD’s, coaches, and the media) who believe most student-athlete’s social media following is insufficient to attract Name, Image, and Likeness (NIL) deals. It's rooted in a fundamental misunderstanding of social media influencer marketing.
While a substantial following can undoubtedly enhance an athlete's appeal to brands, it's far from the sole determining factor. Social Media NIL deals are built on a variety of attributes, including:
Athletic Performance: On-field or on-court success remains a cornerstone of NIL opportunities. Brands want to associate with winners and rising stars.
Personality and Engagement: A genuine, engaging personality can resonate with audiences, even with a smaller following. Authenticity and relatability matter.
Niche Appeal: Athletes with unique skills, interests, or backgrounds can carve out specialized niches that attract specific brands and audiences.
Community Ties: Strong connections to local communities, schools, or causes can create valuable opportunities for partnerships.
Creativity and Content: Athletes who produce compelling content that showcases their personalities and interests can stand out, regardless of follower count.
FTFF isn’t just a phony acronym I just made up, it’s a genuine fallacy because it places undue emphasis on a single metric. Follower count is just one piece of the puzzle. In fact, nano-influencers - or those with under 10,000 followers - are among the most sought after by brand due to their high engagement rates.
The good news is that unlike its more complicated cousins FOMO (“Fear of Missing Out”) and IDGAF ("I Don't Give A F***”), FTFF has a very simple antidote: stop the spread of this misinformation and educate student-athletes in understanding that social media NIL deals are attainable.
#2 Not Following FTC Social Media Influencer Guidelines
NIL activities on social media fall under federal advertising regulations.
The Federal Trade Commission (FTC) is responsible for ensuring that advertising is fair and transparent. They monitor brands, advertisers, and influencers to prevent deceptive practices and protect consumers.
Even though we have passed the 3 year anniversary of NIL, over 50% of the student-athletes in my surveys (as recently as Spring 2024) don't know that they need to follow FTC guidelines when it comes to their social media deals.
Simply put, we need to educate student-athletes to…
Disclose their brand relationship if their being compensated.
Not hide the disclosure in a hashtag or tiny text and use clear and conspicuous language like "ad," "sponsored," or "partner."
Not make unprovable claims; the sponsor must be able to substantiate any claims made in your posts.
Failing to comply with FTC guidelines can have serious consequences. While fines in the near-term seem unlikely, damage to a student-athlete’s reputation could be significant.
#3 Guessing What Social Media Content Will Attract Brands
There are lots of things not to like about social media, but one thing you need to give that industry credit for is its commitment to analytics and analytics tools.
And because of that, it’s not a mystery as what social media content results in the most engagement - and the most interest from brand sponsors.
Yet, I’m constantly seeing “advice” out here on the World Wide Web suggesting that student-athletes try “this” or try “that.” Just stop it. We know the best content strategy for student-athletes. It’s these 4…[subscribe to NIL/edu to unlock the rest.]
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Athletic Success: Student-Athletes should highlight their skills, their achievements, their dedication to their sport. They should showcase their commitment, drive, and the ability to perform under pressure. It’s a powerful way to attract sponsors who want to align themselves with success.
Behind the Scenes: Another powerful content theme is giving an audience a behind-the-scenes look at a student-athlete’s life. Great content includes sharing snippets of training sessions, pre-game rituals, or a glimpse into daily routines. This kind of content is engaging because it's real, it's raw, it's relatable. And that authenticity is what attracts brands.
Personal Interests: Student-Athletes are musicians, artists, gamers, foodies, and lots of other interesting things. Sharing content related to these interests allows student-athletes to connect with people who share your passions, even if they're not necessarily sports fans - and it opens doors to partnerships with brands that align with those interests.
Community Involvement: Showcasing a commitment to a social causes or the local community is a fantastic way to build a positive brand image and attract like-minded sponsors. Companies that are invested in social responsibility and community engagement are drawn to that authenticity and a student-athlete’s desire to make a difference.
#4 Not “Mirroring” a Prospective Brand’s Content
Student-Athlete should try creating some content that mirrors the style and messaging of the brands they're interested in working with.
When student-athletes create content that aligns with a prospective brand’s aesthetic and messaging, it shows that they understand the brand and that they'd be a fit for a partnership. It's like giving them a sneak peek of what a collaboration could look like.
Of course, this doesn't mean copying their content outright. It's about capturing a brand’s vibe, their tone, their overall aesthetic, and incorporating it into the student-athlete’s own unique style. For example, if a student-athlete is interested in working with a sportswear brand that uses a lot of action shots and motivational quotes, they should try creating some dynamic videos of their own training sessions, paired with inspiring captions.
By creating content that mirrors a target brand, a student-athlete is not just showcasing their creativity and skills as a content creator – but also demonstrating their understanding of the brand and their potential as a partner.
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.