How to Identify Diamond in the Rough Athlete Influencers in Athlete Influencer Marketing

In the competitive world of college football and athlete influencer marketing, finding the next big star before they hit the mainstream can be a game-changer for brands. While many focus on top-tier programs and well-known players, there's immense value in identifying "diamond in the rough" athletes who offer exceptional engagement and authenticity. Let's explore how to uncover these hidden gems, using Sacramento State's Xavier Mason as a prime example.

Athlete-Influencers: Redefining Marketability

Xavier Mason, a player for Sacramento State in the Big Sky Conference, exemplifies the potential of lesser-known athletes in the influencer space. Despite limited on-field appearances (only 5 games over 3 seasons), Mason's social media presence tells a different story:

- Total Followers: 460K

- Instagram Follower Growth (2024): +38%

- Average Instagram Reel Plays: 34K

- Audience Demographics: 44% aged 18-24 on Instagram

Mason's success demonstrates that marketability isn't solely tied to on-field performance or school prestige. His consistent, genuine content resonates with a rapidly growing, younger demographic, making him an attractive partner for brands targeting this audience.

Strategies for Identifying Hidden Gem Athlete Influencers

1. Look Beyond the Power 5 Conferences

   - Explore athletes from smaller schools and conferences

   - Consider that authenticity and engagement often trump school prestige

2. Analyze Social Media Metrics Comprehensively

   - Focus on engagement rates and follower growth, not just total followers

   - Evaluate content quality and consistency across platforms

3. Assess Audience Demographics and Alignment

   - Look for athletes with audiences that match your target market

   - Consider the potential for audience growth and diversification

4. Evaluate Content Authenticity and Style

   - Prioritize athletes who create genuine, relatable content

   - Look for unique voices and perspectives that stand out in the crowded social media landscape

5. Monitor Rising Trends and Viral Moments

   - Stay alert for athletes gaining sudden traction due to viral content or unexpected performances

   - Use tools to track sudden spikes in follower growth or engagement

6. Leverage Data Analytics Platforms

   - Utilize platforms like Out2Win's Intelligence to compare athletes across various metrics

   - Look for outliers in engagement rates, follower growth, and content performance

7. Consider Long-term Potential

   - Assess an athlete's potential for growth both on and off the field

   - Look for indicators of leadership, charisma, and adaptability

8. Engage with Athletic Departments and Sports Agencies

   - Build relationships with smaller schools' athletic departments

   - Connect with sports agencies representing up-and-coming athletes

9. Analyze Cross-Platform Performance

   - Look for athletes who perform well across multiple social media platforms

   - Consider the potential for platform-specific campaigns

10. Evaluate Niche Appeal and Specialization

    - Identify athletes who have carved out unique niches or specialties

    - Consider how these niches align with your brand's values and target audience

Conclusion

Identifying diamond in the rough athlete influencers like Xavier Mason requires a shift in perspective and a data-driven approach. By looking beyond traditional metrics and focusing on engagement, authenticity, and growth potential, brands can uncover valuable partnerships that offer high ROI and genuine audience connections.

As the landscape of NIL deals and college athlete endorsements continues to evolve, those who can spot and nurture these hidden gems will have a significant advantage in the competitive world of sports influencer marketing. Remember, the next big influencer in college football might not be the star quarterback of a top-ranked team, but a passionate, authentic voice from an unexpected corner of the collegiate sports world.