It should come as no surprise that building a strong personal brand has become an essential part of getting recruited and attracting Name, Image, & Likeness deals in college… because when it comes to collegiate sports, your personal brand is about more than just being seen.
Social media provides a strategic way to connect with coaches, showcase your skills, major wins, a healthy, active lifestyle, and an opportunity to showcase the essence of who you would be as a teammate.
So, strategically using platforms like Instagram, Twitter, and TikTok can be powerful allies in catching the attention of scouts and increasing your chances of recruitment.
Why Social Media Matters in Collegiate-Level Recruitment
Social media is more than just a platform for sharing highlights; it’s a digital resume that college scouts increasingly rely on to help evaluate athletes.
Here’s why you should prioritize your social media presence while you play the recruitment game (within the rules and regulations around Name, Image, and Likeness – of course):
- Increases visibility beyond local teams and competitions (think global expansion)
- Offers a direct way to connect with college coaches and recruiters
- Provides a platform to highlight achievements, skills, and training progress
- Establishes your credibility and passion for your sport
Social Media Platforms for Personal Brands
Different platforms cater to different aspects of your personal brand and may also provide well-rounded accessibility to coaches and recruiters.
Knowing how to use each one for recruitment can help maximize your reach and the impact your personal brand can have:
Instagram: Ideal for posting highlight reels, training videos, and achievements. Use Instagram Stories to share day-to-day training, competitions, consistency, and work ethic.
Twitter: A great place for short updates, engaging directly with college coaches, and tagging teams or programs during games and events.
TikTok: Excellent for creative content that showcases your personality, training routines, and behind-the-scenes looks into your athletic/recruitment journey.
LinkedIn: While unconventional for younger athletes, LinkedIn can be a professional space to connect with mentors, coaches, and other sports professionals (and also gives you access to potential corporate sponsors, marketing collaborations, and paid NIL opportunities).
5 Ways to Build Your Personal Brand Using Social Media
Social media is only ever as effective as the strategy that’s behind it. Here are five ways to stand out while staying authentic:
Be Consistent
- Post regularly to keep your audience engaged. Share updates, highlights, and progress to stay on coaches’ radar.
- Use the same handle or name across platforms to make it easier for scouts to find and follow you.
Highlight Your Best Moments
- Post-game highlights, key stats, or awards to emphasize your achievements.
- Use high-quality videos, including action shots, training videos, and team photos.
Be Authentic
- Share your journey, challenges, and successes – aka. The authentic journey.
- Let your personality shine through. Coaches want to see the person behind the athlete.
Engage with Coaches, Teams, and Fans
- Tag teams, programs, and coaches in relevant posts or tweets to increase visibility.
- Interact with content from colleges or teams you’re interested in to drive home your enthusiasm.
Stay Positive and Professional
- Avoid posting anything that could harm your reputation. Coaches pay attention to your online behavior as a reflection of your character.
- Keep captions and comments respectful, encouraging, and focused on your goals.
Your Step-by-Step Guide to Building Your Personal Brand
Building a personal brand needs a little (or a lot of) effort, strategic planning, and intentionality:
Step 1: Optimize Your Profile
- Use a clear, professional profile picture.
- Include your sport, position, and graduation year in your bio.
- Add links to highlight reels, stats, or any online profiles on platforms like NCSA.
Step 2: Curate Your Content
- Highlight your athletic accomplishments, like championships, MVP awards, or personal bests.
- Share videos of your training sessions, fitness routines, or pre-game preparation.
- Showcase your academic achievements, extracurricular activities, and community involvement to reflect your well-roundedness as a student-athlete.
Step 3: Interact Strategically
- Respond to comments and messages efficiently and professionally.
- Follow college programs and coaches you’re interested in and engage with their content as often as possible.
- Use relevant hashtags (#CollegeRecruiting, #YourSport, #NCAA) to increase visibility.
Step 4. Monitor Your Data and Your Digital Footprint
- Regularly review your profiles to ensure they align with your goals.
- Delete or archive posts that don’t reflect your best self.
- Check your social data to see what sticks, what works, and what doesn’t – then adjust often.
Social Media Content DO’S for Your Personal Brand
Coaches are looking for more than just athletic skills — they want to see your personality, work ethic, and passion.
Here are five types of content you can post to stand out:
- Highlight Reels: Share videos showcasing your skills during games or training. Make sure they are concise, high-quality, and feature your best moments (it’s called a highlight reel for a reason!).
- Training Sessions: Post clips of your workouts, strength training, or practice drills to show your improvement over time and the consistency of your dedication over time.
- Game Day Updates: Share photos or videos from matches, along with game stats and post-game-performance reflections. Show how you actively learn from mistakes.
- Behind-the-Scenes Content: Offer a glimpse into your daily life as an athlete, from team bonding to pre-game rituals.
- Personal Milestones: Celebrate achievements like awards, academic successes, community service projects, or family time to highlight your versatility.
Social Media Content DON’TS for Your Personal Brand
While social media can be valuable, making content missteps can harm your chances of recruitment:
- Posting Inappropriate Content: Avoid anything offensive, divisive, or overly personal.
- Inconsistency: An inactive or incomplete profile signals a lack of effort or interest.
- Negativity: Complaining about teammates, referees, or opponents can come across as unprofessional and unsportsmanlike – it’s a 10/10 no-go zone.
Ready for your personal brand, social media takeover (or launch) …?
We’re ready, too!
