Twitter is a platform that specializes in its ability to encourage users to join conversations, share ideas, update fans on day-to-day activities, and create a community. It also has many monetization opportunities for athletes.
During the third quarter of 2020, advertisers spent $808 million on Twitter. By pairing Opendorse’s endorsement marketplace with Twitter Video Sponsorships, advertisers will soon be able to sponsor and support brand-safe student-athlete content.
Athletes simply monetize their content by:
1. Advertiser connects with student-athletes via Opendorse
Advertisers can browse athletes in the Opendorse Discover Network to search athletes. Brands can filter athlete profiles based on a variety of interests, sport and other identifying information. Once athletes are selected, partners can begin adding athletes that match campaign categories to a roster. Everything from pitch to payment occurs in the Opendorse platform. No longer are the days where endorsements are managed via spreadsheets, sticky notes and phone calls.
2. Student-athletes publish brand-safe videos to Twitter via Opendorse
Once the athlete reviews and accepts the deal, they can begin to post their own content on Twitter–anything from a day in the life vlog around campus or a quick post-game fan appreciation shoutout. Any athlete can pick up their phone and produce a quality piece of content that will connect with fans.
3. Pre-roll advertising runs on student-athlete videos on Twitter
You will often see video advertisements run before a Twitter video from a major media outlet, team, or league content. Soon the same will be the same for athletes.
4. Twitter compensates student-athletes via Opendorse
Similar to the pitch-to-payment process for advertisers, the compensation and disclosure process occurs in Opendorse, to ensure one complaint process.
David Herman, Twitter Sports Sr. Partnerships Manager explains, “Athletes are paid by how many ‘charges’ their video produces. A charge happens when a Twitter user clicks the video clip and watches the 10–30 second ad before the content rolls. The sponsored videos will not only be available to an athlete’s followers but will be promoted across Twitter channels, expanding an athlete’s reach and introducing them to new users.”
Posting engaging video content while building a large following is a recipe for success.
Any athlete can pick up their phone to start recording high-quality and engaging video content. In the current era of digital media, student-athletes are already active on video-focused platforms and understand the value video provides, as well as how to participate and create authentic video content. First-person video has been a key piece in athlete-driven content for years. Athletes often share training tips, give their fans a shoutout, share their view of a big moment after a game, show their day in life, or simply post a video of them and their teammates having fun.
Other avenues to monetize NIL on Twitter include
Twitter has been a critical component in how fans interact with their favorite moments in college sports.
Opendorse’s first athlete endorsement deal was a paid tweet from NFL veteran Prince Amukamara in 2013. Thousands of professional athletes have since managed paid NIL opportunities on Twitter using Opendorse.
Creating an Opendorse Profile easily allows athletes to participate in traditional social media partnerships with brands. Traditional sponsorships often include speaking about or sharing a product or brand in exchange for either free product or cash.
Selling Product Directly/Affiliate Links
To monetize even further, athletes can market a product directly through Twitter and include a link to the product or service to allow their audience to easily purchase. Otherwise, an athlete can market a product they enjoy using and include an affiliate link. If someone uses their link and purchases the product, the athlete gets a cut of the sale.
Redirect Followers to Other Monetization Streams
Twitter has the ability to include links directly in a post compared to other platforms like Instagram. This allows athletes to redirect followers to other revenue streams and monetization opportunities. Examples include posting a teaser to a YouTube video and including a link to the full video or sharing merchandise and including a link to purchase. The opportunities are endless for athletes.
Be sure to disclose all payment activities to your institution or governing body to remain compliant and eligible in your sport.