It’s no secret that influencers and influencer marketing have taken over our social media feeds. In fact, the influencer marketing industry reached $16.4B in 2022, with steady growth indicating it’s a powerful tool for brands. In July of 2021 when NIL was passed, college athletes entered the influencer landscape and they have already proven to out-perfom traditional influencers when it comes to engagement and reach.

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One of the biggest advantages of working with college athletes is their ability to reach younger generations. College students fit into two of the most sought-after demographics – millennials and Gen Zers – who are notoriously difficult to reach with traditional marketing methods. Partnering with them doesn't just allow brands to access new markets, it also helps foster loyalty given that these consumers will feel connected to classmates and peers.

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College athletes also offer an authenticity that other influencers can’t compete with. These are real people who live in the same communities as their fans, and they will be perceived as more relatable and trustworthy. As a result, brands can expect higher levels of engagement from college athletes’ followers. And a big bonus? You will probably also get more accurate insights into how the audience feels about the brand.

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Studies have found that on average, ads from NIL influencers generate double the click-through rate (CTR) compared to their traditional counterparts, while also leading to higher levels of interest in showcased products or messages among viewers (70% compared to 30%). Studies also show that college athlete campaigns tend to generate stronger word-of-mouth among users than those relying solely on traditional strategies. The cherry on top is that they typically charge lower fees and offer longer partnerships than other types of influencers due to their unique position within the marketplace.

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If the numbers aren’t enough to convince you, here’s something else to think about. Working with student-athletes can help brands create lasting connections with consumers. Why? Athletes are often seen as role models by their peers, which in turn contributes to a positive association between your products/services and them. This makes them an invaluable resource for any brand looking to make a lasting impression based on trust – which is especially important when targeting younger generations who tend to be more skeptical towards marketing messages from big corporations and be more brand loyal.

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College athletes can be especially beneficial for brands looking to increase their presence in local markets since they already have established relationships with people living nearby. We all know how college sports teams often attract large crowds from the local community, and just how loyal these fans are. This means that brands working with college athletes can easily target consumers living in specific areas without having to pay extra money for targeted ads, resulting in higher ROI from local campaigns.

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So - what are you waiting for? Schedule some time with our team and let’s chat about how NIL influencers can be a game changer for you.

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