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The Women's Sports Alliance


Creating Exceptional Content on Social Media

For our Advancement Zone community, we bring to you, the International Olympic Committee's Athlete 365 Guidance on how an athlete can create exceptional content on social media.

In an era where the world of sports transcends the boundaries of stadiums and arenas, athletes are not just competing on the field; they are also fighting for attention in the digital arena. Social media has become an integral part of an athlete's career, offering a unique platform to engage with fans, build a personal brand, and leave a lasting legacy beyond their athletic achievements.

While prowess on the field is essential, the ability to craft exceptional content on social media has become a game-changer for athletes, allowing them to connect with a global audience, drive meaningful conversations, and leave a mark in the digital age. Below, we delve into the guidance set by the IOC that showcases how athletes can leverage the power of social media to become true champions both on and off the field.

Here are eight things that the IOC believe makes exceptional content on social media, to support an athlete with building her brand:

Your Story

A story that is authentic, relatable, entertaining and emotional will grow your audience. Learn how to tell yours so it connects with your audience. First and foremost, people engage emotionally. Communicate your message by using emotional language relevant to your audience, then look to back this up with any rational elements of your personal brand to get people to keep paying attention to you.

Get Visual

Content formats such as images, videos and infographics are universally understood and will dramatically increase brand engagement. To successfully grow a personal brand in today’s markets, great visual content is a necessity. Social video generates 12 times more shares than text and images combined! It’s recommended you get comfortable producing and starring in your own videos. Whatever your chosen area is, well-produced video content will ensure people will come and listen to what you have to say. It’s then your job to make sure they stay!

Use the Right Templates and Technologies

Proper planning is essential to successful brand development. In the Athlete365 Toolkit, we’ve provided a calendar you can download and fill in with your content schedule. Remember to include the name, format and platform of the content. This way, you’ll know what you have to post and when weeks, maybe months in advance. If you decide to begin creating video content for your personal brand, we recommend you make it as professional as possible by investing in, and learning how to use, post-production software such as the Adobe Suite or Final Cut Pro. If you’re going to stand out on social media, the quality of your content will need to match or surpass that of your competition. This may seem like a daunting prospect, but if you’re willing to invest the time in learning these skills, or in someone else who has these skills, you will eventually enjoy the rewards.


Find the right frequency for your audience. Test higher and lower frequencies of content posting and see what gets the most engagement. As a rule, it’s better to do fewer things well than more things not so well.

Tracking Trends

What is your audience or the wider public talking about? Be part of the conversation in an engaging way and win yourself new fans. Look at tools that allow you to see which topics are trending daily.

Talk to Your Fans

Something that is often overlooked. Manage your community by responding to mentions, liking their comments, sharing their posts and starting conversations. You are your brand, so give your audience the direct interaction they want.

Go Live

Live content is beginning to outpace other types of online video content. Popular ideas for live content include interviews, announcements and events. Be sure to plan this tactic well, there’s lots of risk involved with live communications, but the reward can be great.


This is a fundamental part of successful brand management. Determine from your objectives what defines success for your personal brand and then track your performance accordingly. However, you decide to measure success, set up a consistent reporting process and evaluate your brand every so often to ensure you can optimise your content and keep moving towards your goals.

Via. International Olympic Committee, Athlete 365 Toolkit.

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