Creators and brands aren’t the only ones keeping an eye on a possible TikTok ban—college athletes with NIL deals are also navigating how any ruling would impact their partnerships.
College athletes are nearly balanced in their use of TikTok and Instagram, with nearly 40% of their total social media followers coming from TikTok and another 40% coming from Instagram, according to data from SponsorUnited, a NIL deal-tracking platform. Instagram accounts for 75% of all engagement on branded NIL posts, but TikTok still brings in about a quarter of engagement on sponsored content. A ban could mean marketers would have to shift more focus to Instagram.
“Short term, if a ban was implemented, we'd see a dramatic increase in Instagram engagement,” said Bob Lynch, founder and CEO of SponsorUnited.