In the digital age, social media is more than a platform, it’s a game-changer for athletes. From building personal brands to connecting with fans and securing sponsors, the possibilities are endless. 2024 Momentum gsport Woman in Social Media winner, Lali Stander, reveals how athletes can thrive with authenticity, creativity, and strategy.
A key element of success on social media lies in authenticity. In an era where audiences are quick to spot inauthenticity, athletes who share genuine glimpses into their lives resonate more deeply with their followers.
Posting moments from behind the scenes, expressing unfiltered emotions, or sharing lessons learned from setbacks creates a sense of relatability. When fans see the human behind the athlete, they feel a stronger connection that goes beyond admiration for their performance on the field.
Another crucial aspect of social media mastery is meaningful interaction.
“Engaging authentically with followers not only builds a loyal community but also fosters deeper and more personal connections.”
Lali Stander, Woman in Social Media winner at the 2024 Momentum gsport Awards
“Whether it’s liking a comment, answering a fan’s question, or sharing user-generated content, these small but impactful gestures humanise athletes and make their profiles memorable,” said Stander. “This type of interaction transforms social media platforms into digital arenas where fans feel heard and valued.”
more than a platform, it’s a game-changer
for athletes.
As digital tools evolve, athletes must stay ahead by exploring emerging trends and technologies to keep their content fresh and engaging. Augmented Reality filters, for instance, have become popular on platforms like Instagram and TikTok.
These customisable filters allow athletes to create interactive content, such as team-themed overlays or virtual sports challenges, which attract attention and increase engagement. The playful and immersive nature of AR content often encourages fans to participate, further amplifying an athlete’s reach.
Exciting developments in the digital realm include the rise of non-fungible tokens and digital collectibles. These unique pieces of digital content, ranging from exclusive video clips to custom-designed digital artwork, offer athletes innovative ways to monetise their brand.
“By releasing limited-edition digital assets, athletes can engage their tech-savvy fans while opening new revenue streams. This blend of creativity and commerce makes NFTs an area ripe for exploration.”
For athletes looking to connect more intimately with their fan base, personalised engagement platforms like Patreon and Cameo offer unique opportunities. These tools allow athletes to share exclusive behind-the-scenes footage, training routines, or even personalised shoutouts directly with their most dedicated followers. By offering premium content, athletes can create deeper bonds with their audience while monetising their time and expertise.
“Live streaming has also proven to be a game-changer in the digital landscape. Platforms like YouTube Live, Instagram Live, and TikTok provide athletes with real-time interaction capabilities, enabling them to host live Q&A sessions, share pre- and post-match thoughts, or even demonstrate training tips. This immediacy creates a sense of accessibility and builds trust, as fans feel they are engaging directly with their favourite athletes.”
Beyond personal branding, social media also offers athletes a platform to champion causes close to their hearts. Sharing stories about charitable initiatives, personal passions, or advocacy efforts resonates deeply with followers.
“These cause-driven campaigns align athletes with socially conscious brands and showcase them as role models who are not just focused on their careers but are also committed to making a positive impact.”
Collaboration is another strategy that amplifies reach and engagement. Joint campaigns with teammates, sponsors, or other influencers help cross-pollinate audiences, introducing athletes to new followers while strengthening existing connections. Whether it’s a co-hosted livestream or a collaborative training video, these partnerships are mutually beneficial and often result in fresh, engaging content.
One of the most exciting trends is the gamification of social media content. Polls, challenges, and giveaways are interactive tools that keep followers actively engaged. By making the digital experience fun and participatory, athletes ensure that their audiences remain invested in their journey, creating a sense of community and excitement around their brand.
As the digital landscape continues to evolve, athletes must strategically focus on their goals to remain ahead of the curve. “Prioritising platforms that align with personal ambitions and audience demographics is essential. Equally important is staying adaptable and open to experimenting with new trends and features,” she believes.
“Successful athletes consistently provide value to their followers, whether through entertainment, education, or inspiration. They build a digital identity rooted in authenticity and professionalism, ensuring their brand remains relevant and impactful.”
Ultimately, social media offers athletes a platform to showcase their multifaceted personalities, connect with fans on a deeper level, and explore innovative ways to monetise their influence.
By embracing authenticity, meaningful engagement, and emerging technologies, athletes can carve out a distinctive digital presence that ensures long-term success in an ever-changing online world.
Lali Stander’s insights remind us that in the competitive arena of social media, it’s not just about the number of followers, but about the quality of connections and the value athletes bring to their digital communities.
Main Photo Caption: 2024 Momentum gsport Woman in Social Media winner, Lali Stander, reveals how athletes can thrive using free and premium tools to build a valuable brand based on authenticity, creativity, and strategy. All Photos: Supplied
Photo 2 Caption: Stander says that, in the digital age, social media is more than a platform, it’s a game-changer for athletes.
Photo 3 Caption: By embracing authenticity, meaningful engagement, and emerging technologies, athletes can build a digital presence that ensures long-term success.
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