The Growing Impact of Social Media on College Recruiting and NIL Deals for High School Athletes

1. Increased Visibility

Platforms like Instagram, X (formerly Twitter), and TikTok have become essential outlets for athletes to showcase their skills through highlight reels, game-day content, and training videos. Instead of relying solely on scouts or tournaments, athletes now have the power to broadcast their talent to the world instantly (NCSA, The Perch).

2. Direct Access to Coaches

Social media allows athletes to connect directly with college coaches, particularly from smaller schools that may not have the resources for extensive scouting trips. Athletes can tag schools in posts, send direct messages, and engage with team content, creating valuable networking opportunities (CSU ePress).

3. Character Evaluation Tool

College coaches use social media not only to evaluate athletic ability but also to assess an athlete’s character, maturity, and fit within team culture . Negative or controversial content—even if old—can raise red flags and affect recruitment decisions (NCSA, YouTube). This is why many experts recommend the “Grandma Test” : if it’s not something you’d want your grandma (or a coach) to see, don’t post it.

4. Personal Brand Building

Athletes with a consistent, positive online presence are often seen as more polished and coachable. Posts that include engaging training content, motivational messages, and respectful interaction with others speak volumes. A personal brand isn’t just about popularity—it’s about creating a story that coaches want to be a part of (biz.uiowa.edu, Prepathletics).

5. Strategic Engagement

Following and interacting with your top-choice schools on social media is a smart move. Liking and commenting on team posts can show genuine interest, keep you visible to coaches, and help you stay informed about what’s happening with the program (The Perch).

The emergence of NIL deals has created new opportunities for student-athletes to profit from their personal brand—and social media is at the center of this shift.

1. Marketability Matters

Brands are more likely to collaborate with athletes who have a strong and active social following. Engagement rates, not just follower count, play a major role in determining an athlete’s value. The more connected you are with your audience, the more attractive you are to potential sponsors (Ferretly, Viral Nation).

2. Your Brand = Your Value

NIL is about more than just performance on the field. It’s about how you present yourself online. Consistent, authentic content that aligns with your values and appeals to your audience is your digital currency (NIL Network).

3. High School NIL Opportunities

In certain states, high school athletes are now eligible to secure NIL deals . Those with a significant online presence and clear branding are already landing local endorsements and sponsorships—even before committing to a college program (Education Next).

4. Real-Life Examples

Athletes like Livvy Dunne and Shedeur Sanders have become faces of NIL success, not just because of their talent, but because of their massive social media platforms. Their brand power drives real value, showing how high visibility can translate to high earnings (Tubefilter, Viral Nation).

5. Social Media = NIL Engine

A large portion of NIL activity is driven by sponsored social media posts. From product placements to shoutouts, athletes are turning likes and shares into income streams (Sports Business Journal).

6. Education and Support

More universities and agencies are now actively educating athletes about brand building and NIL strategy . Schools understand the value of a well-branded athlete, and are helping them make the most of their platforms (NIL Network, Tubefilter).

While exact numbers are still being gathered, the direction is clear:

• Athletes who use social media strategically to showcase skills and character greatly enhance their recruiting visibility.

• A strong personal brand—built in high school—can translate into greater NIL earning potential in college and beyond.

• Post highlights consistently : Show game clips, training sessions, and progress.

• Be authentic and positive : Let your personality shine without risking your image.

• Engage with your dream schools : Like, comment, and share their content.

• Keep it clean : Every post is a reflection of who you are—coaches and brands are watching.

• Learn basic brand-building : Start understanding how to tell your story online.

In today’s world, your digital presence is just as important as your physical one —especially if you’re a student-athlete with college and NIL goals. Social media is no longer optional; it’s an essential part of the modern athletic journey.

A smart, intentional approach to your online presence can open doors to scholarships, sponsorships, and lifelong opportunities. Start building that brand now—because your future coaches, teammates, and potential partners are already watching.