Sports Stars and Instagram

You will not be surprised to learn that social media platforms such as Instagram are being used more and more by younger generations as primary news sources. Where the general public once went to newspapers and television broadcasters for information, social media has now taken over.

When just about everything else has moved online, such as grocery deliveries, schooling, and sports betting sites, the fact that we consume news and discover information this way should not be a revelation to anyone.

Sports athletes, especially the biggest stars in the world, have embraced social media – and Instagram in particular – and have some of the largest followers on the platforms. Why is Instagram so popular with athletes? And how do they use it to connect with their millions of fans?

Personal Brands

There was a time when sports athletes did their job and the fans supported them in their endeavors. But, these days, athletes live their lives in the world of celebrity. These stars can be put in the same classification as film and TV actors and we are just as interested in their lives away from the field or court as in them.

Instagram has become the go-to social media platform for sports athletes to put forward their personality and promote a brand. With so many endorsement and sponsorship deals, Insta is a great way to build up a brand around an athlete by marketing and influencing.

Professional Accounts

Anyone who uses Instagram, or any other popular social media platform, will know that sports athletes’ accounts will be part of their business world. Private personal accounts will probably also be used, as these athletes are just like anyone else sharing information with their friends. But the official Instagram account will be closely monitored.

Many of these official accounts will be maintained and run by employees rather than the athletes themselves. A faux personal touch will be added to make it seem as though there is a special bond between the fan and the star. But most followers will know that the official Insta is a business concern primarily.

Using Instagram for Good Causes

There are many different ways that social media can work in a positive way for its users and Instagram offers the opportunity for sports athletes to use their own platforms for good. Athletes can sometimes be portrayed as unthinking and out of touch and Instagram offers the potential for them to shine a light on causes that are important to them.

This can be done in an official way – and Instagram has its own programs set up for athletes to do this – but it can also work in a much more casual manner as well. With the biggest sports stars in the world being able to connect with millions of followers, there is a real opportunity to highlight charities, causes, and personal beliefs.

Engagement

Although, as we have already pointed out, these sports athlete Instagram accounts are not going to be as personal and intimate as our own, they are an excellent way for stars to engage with their fans. Athletes are people too and want to connect with the people that follow them in their professional lives.

Engagement has been the main reason and benefit of the social media revolution. Instagram, more than many other platforms, offers a way for athletes to engage in a way that the fans are very happy with. Fans want to see what athletes do away from the field and an image-led platform can do that very effectively.

Part of Wider Content World

Instagram is just one way that sports athletes interact and engage with their fans though. The biggest stars have entire marketing teams working together to promote the brand and offer followers what they want. That means that almost all sports stars are visible across the main social media platforms.

A sports athlete can get a message across to his or her fans – or even to the mainstream media – far easier by posting something on Instagram than organizing a press conference, as would have been the case in the old days. Social media drives our content consumption now and sports athletes have been very good at recognizing and realizing the opportunities the platforms offer.

Biggest Sports Stars on Instagram

American readers might well be surprised at the identities of some of the sports athletes with the largest following on Instagram. LeBron James squeezes into the top five with 159 million followers. But he is one of just two US-based sports athletes, with Lionel Messi of Inter Miami the other one.

Soccer is very well represented, with Cristiano Ronaldo and Neymar also making the top five. At the latest count, Ronaldo has a staggering 629 million followers. Indian cricketer Virat Kholi is the other athlete in the top five, suggesting that US sports fans do not use Instagram in quite the same way as fans do in other parts of the world.

Figure 2 Cristiano Ronaldo is the athlete with most followers on Instagram

Conclusion

Although there have been a number of newer social media platforms that have become incredibly popular in recent years, Instagram still seems to be the one for sports athletes.

The way that these athletes can promote their brand while engaging with fans, just cannot be matched by other means. It seems as though we have not seen the end of this way of communication between fans and athletes quite yet.