Social media can be your MVP or your biggest liability. In today’s NIL world, brands, coaches, recruiters, and even future employers are watching what you post. They’re not just looking at your highlight reels — they’re scrolling through your captions, stories, and comments to decide if you’re someone they want representing their program or their product.

One post can elevate your personal brand… or end an opportunity before it even starts. Here’s how to stay on the winning side of social media.

Do: Show Your Personality and Passions

Fans, recruiters, and brands connect with authenticity. Show the world more than just game day — post about hobbies, workouts, community service, or other passions.

Example: LSU gymnast Olivia Dunne built one of the biggest NIL brands in the country by mixing athletic content with her personality, lifestyle, and behind-the-scenes moments.

Do: Keep It Professional

Think of your profile as a public resume. That doesn’t mean you can’t be yourself, but keep language clean, photos appropriate, and avoid inside jokes that could be taken out of context.

Why it matters: A 2020 study by Cornerstone Reputation found that 85% of college coaches check recruits’ social media. They’re not just looking for talent — they’re looking for maturity and professionalism.

Do: Engage With Your Audience

Reply to comments, thank fans, and interact with other athletes and brands. Engagement rate is one of the first metrics sponsors look at when considering NIL deals.

Pro Tip: If someone tags you in a highlight, repost it to your story and thank them. That builds loyalty with your audience and keeps your content circulating.

Do: Know the NIL Rules

NCAA and state NIL laws can differ, and so can your school’s policies. Some states have stricter rules about endorsing products like alcohol or gambling. Also, you often need approval before using your school’s logos or uniforms in sponsored content.

Example: In 2022, a college athlete had to delete a paid post for an energy drink after her compliance department flagged it for using school branding without permission. That mistake cost her the deal.

Don’t: Post Offensive or Controversial Content

One bad post can overshadow years of training. Avoid profanity, discriminatory language, inappropriate jokes, or arguments online.

Example: In 2018, a top football recruit lost his scholarship offer from Florida after posting offensive tweets. Coaches and brands will drop athletes to protect their image — even if the post was from years ago.

Don’t: Share Private Team Information

Posting practice footage, locker room moments, or game strategies can damage trust with coaches and teammates. Keep team business in-house unless you have approval to share.

Don’t: Ignore Privacy Settings

Your public profile is your brand. If you have content that’s personal and not for fans or recruiters, lock it down with privacy settings. But remember: screenshots exist — nothing online is truly private.

Don’t: Overshare Sponsorships Without Disclosures

If you post sponsored content, you must clearly label it with “#ad” or “#sponsored.” The FTC can issue fines for failing to disclose partnerships, and schools can flag you for NIL violations.

Bottom Line

Social media is a tool — how you use it will determine whether it builds or breaks your brand. Recruiters, coaches, brands, and even future employers are paying attention. Post with intention, and treat your profile like part of your professional portfolio. For more strategies, check out our full guide on social media here.

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