The NFL is attempting to "reach younger viewers" through a partnership with Instagram's Playmakers program, and an "NFL edition of their Student Section program," according to Conor Orr of SI.com. With the Instagram tie-in, the league is "playing around with content and asking some of its traditional footage to be seen through another set of eyes -- namely 17- through 20-year-olds." The programs give college students at big schools "access to a trove of original NFL content with a directive of making highlight videos and cut-ups showing a player from their college who is now succeeding in the NFL, or some other variation on that theme." It also "hands the NFL a magic mirror of sorts; an opportunity to see itself through the eyes of a much younger cross section of people." The league wants to "attract the lay fan at Alabama, for example, who has an interest in football but is in an area with no professional team and has no traditional ties to the NFL." The league also wants to "have a sympatico relationship with younger content creators who can have a nontraditional take on the standard highlight and can amplify the product beyond the milquetoast highlight," which has "largely lost its appeal with younger audiences." In the future, the students who edit highlights "will be in the locker room and on the sidelines, mentored directly by NFL social personnel" (SI.com, 11/6).