Aliyah Boston recalls her parents prodding her to be more active on social media, to extend her brand as her basketball prowess began to draw national attention.
“Some things you think will go viral and it goes nowhere,” said Jeffrey Weiner, senior vice president of sports marketing firm GSE Worldwide. “Some things you think are silly and no one’s going to care about and it goes viral. You never know. You shouldn’t worry about the ‘like’ numbers and things like that. Just post, post, post.”If an athlete hawks something they don’t believe in, it will show in their posts.
“That’s not why people are coming to my page,” she said. “I make fun and lighthearted content, and so I can do that if I’m working with brands I actually love. That’s where I want to take the NIL route.”The tendency when promoting a product is to switch personalities, like a TV anchorperson shifting to an on-air persona. Many of the most successful influencers find a balance, staying true to their identity while still promoting the product.
“Everybody thinks they know you, but they only know the things you want to show them,” she said. “Obviously, I love connecting with my audience and my fans and being organic. They love the twin thing, so we love sharing that. But honestly, I live a more private life than people think.” With more than 4.4 million followers on their shared TikTok account alone, they have become millionaires through NIL deals.
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