Medalist Athlete Branding Guide

Learn how to build and grow your athlete brand.

Hacking ephemerality by connecting the dots

Ephemerality. Yup. Such cool buzz word. Well done Antoine!

Ephemerality or ‘the property of lasting for a very short time’ is fine. I mean, it’s great! It makes that awkward unrelated comment by your aunt go away faster.

But when you’re trying to make an impact by sharing key moments of your sporting career, it kinda sucks.

You see, the shelf life of a Facebook post is a couple hours, it’s similar for Instagram pictures. It shrinks to about 20 minutes for a tweet. In other words, your epic moment of glory in World Cup will only last for a short period of time. That’s assuming that your audience was online at that moment to witness it.

Because not all your followers see your updates.


If you think that your HUNDREDS of twitter followers see every tweets, you’re wrong.

If you think that Facebook shows the updates from your Athlete page to ALL your ‘likes’ (unless you pay them to ‘boost your post’), you’re wrong.

Bottom line, your updates are not getting enough love. I’m not saying that your #selfies sucks. They don’t! They are amazing! The problem is that nobody sees them.

And frankly they should. You’re an athlete, your content deserve to last longer than your aunt’s cat pics. You have an amazing lifestyle, you’re pursuing excellence and you are inspiring others through your epic adventures towards achieving your goals. You have what it takes to be entertaining on social networks.

Don’t get me wrong: thou shall tweet! Snap pictures, you must!

It’s that collection of tweets, pictures and Facebook updates that give bite size sneak peeks into your athlete life. 

At Medalist, we’ve found that by combining the feed of all the athlete’s social content in one place that it gives a sense of context to your updates without alienating your current followers.

Like snapshots of your athlete life that all make sense when you bring them all together. Over time, it generates an organic timeline of your career.

We place the feed front and center on the homepage of athetes websites. It allows visitors to discover you through your everyday life actions on top of your career highlights and bio.

Exposing a new comer to your daily life creates a sense of proximity and greatly increases the chances of that stranger to become in fact, a follower.

There’s also a pretty neat side effect: it keeps the website fresh and updated automatically without any input from the athlete. It’s handy when your life is to push your limits everyday and be on the road most of the time.

Written by
Geoff Wolfer
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