College athletes with NIL deals are keeping an eye on the possible TikTok ban and how it could “impact their partnerships,” according to Erika Wheless of AD AGE. A ban could “mean marketers would have to shift more focus to Instagram.” Opendorse, an NIL-tracking platform, noted they “see about three times more Instagram deals than TikTok.” One athlete that has found success on Instagram is Iowa women's basketball G Caitlin Clark, who has “inked deals with Hy-Vee, Bose, Buick and Nike” on her Instagram, which has 240,000 followers. Wheless noted while Instagram "accounts for a higher level of engagement when it comes to college sports,” there would still be “plenty of athletes” impacted by a TikTok ban. Miami women's basketball Gs Haley and Hanna Cavinder have amassed 4.5 million followers, landing them NIL deals with Universal Pictures, Caktus AI, TurboTax and Raising Cane's. Their Instagram following totals just 171,000 “with sponsored posts for Victoria’s Secret, Revolve and the Florida Panthers.” Opendorse Head of Brand Marketing and Communications Sam Weber said, “Thousands of college athletes have built valuable audiences on TikTok, which they are now monetizing … Many of those athletes are also successful on Instagram, but eliminating the app would limit opportunities nonetheless" (AD AGE, 3/29)
