Using Social Media to Stand Out in College Sports Recruiting
- Wolfe Sports Recruiting
- May 26
- 7 min read
Updated: Sep 23
In today’s hyper-connected world, social media has transformed from a casual platform for sharing life’s moments into a powerful tool that can make or break a student-athlete’s recruiting journey. As the founder of Wolfe Sports Recruiting, I’ve seen how a well-crafted online presence can open doors to college programs, while a misstep can close them just as quickly. The question isn’t whether college coaches are active on social media—they are. The real challenge for student-athletes is understanding how to leverage these platforms strategically to capture coaches’ attention, connect with the right staff, and build a profile that showcases their potential as both an athlete and a person.
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Are College Coaches Active on Social Media?
The short answer is a resounding yes. College coaches across all NCAA divisions—DI, DII, and DIII—are not just passively scrolling through social media; they’re using it as a critical tool in the recruiting process. A 2017 survey by Cornerstone Reputation found that 85% of college coaches review athletes’ social media profiles to evaluate their fit for a team, with 87% using Facebook, 79% using Twitter (now X), and 65% using Instagram. These numbers have only grown as platforms like Instagram and TikTok have become integral to recruiting, particularly for sports like soccer, basketball, and volleyball, where visual content reigns supreme.
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Coaches use social media to scout talent, assess character, and monitor recruits’ development. They follow athletes’ profiles to watch highlight videos, gauge team chemistry through posts with teammates, and even check who an athlete follows to understand their values. For example, Trace Head Coach Tim Bennett, a veteran Division I coach, emphasizes that coaches actively search for athletes’ profiles to gather basic information and assess their potential as team players. However, NCAA rules impose restrictions—coaches can’t publicly comment on a recruit’s profile until they’ve committed, and direct messaging is limited until specific contact periods (e.g., June 15 of a recruit’s sophomore year or September 1 of their junior year for most sports). This makes it critical for athletes to proactively manage their online presence to stand out.
Best Methods to Grab Coaches’ Attention
Capturing a coach’s attention on social media requires a strategic, professional, and authentic approach. Here are the most effective methods I recommend to student-athletes:
Create a Professional Profile Dedicated to Recruiting Set up a separate, public social media account specifically for recruiting purposes. This “recruiting profile” should focus solely on your athletic and academic achievements, avoiding personal or controversial content. Use your real name or a close variation as your handle, and include key details in your bio: your sport, position, high school, club affiliation, and a link to your highlight video or recruiting profile (e.g., Trace iD, NCSA, or Sports Recruits). For example, a soccer player might write: “Jane Doe | Striker | Class of 2026 | Lincoln High School | Elite FC | Trace iD: [link].” Coaches need to find you easily, and a clear, professional bio ensures they do.
Post High-Quality, Relevant Content Consistently Share highlight clips, training videos, and academic achievements to demonstrate your growth and dedication. Caption videos with context—explain the skill you’re showcasing, like “Working on my ball control in this 1v1 drill”. Highlight your character by posting about teamwork, such as celebrating a teammate’s assist or a team win. Avoid controversial topics like politics or religion, and steer clear of profanity or inappropriate humor. Coaches are watching not just your skills but also how you represent yourself and your team.
Engage Strategically with Coaches and Programs Follow the social media accounts of your target schools’ athletic programs, head coaches, assistant coaches, and even strength and conditioning staff. Like and comment on their posts respectfully to show genuine interest, but avoid spamming or tagging coaches excessively. If you’re reaching out via direct message (DM), keep it concise and professional, including your name, sport, position, and a link to your recruiting profile. For example: “Hi Coach Smith, I’m John Doe, a 2026 point guard from Central High. I’m interested in your program and would love to share my highlight reel: [link].” Be mindful of NCAA contact periods, as coaches may not respond immediately if it’s outside their allowed window.
Showcase Your Personality and Values Coaches want athletes who fit their program’s culture. Share posts that reflect your work ethic, sportsmanship, and commitment to academics. For instance, posting about a challenging practice with a caption like “Embracing the grind to get better every day” signals dedication. Highlighting academic achievements, such as making the honor roll, shows you’re a well-rounded student-athlete. Be authentic but mindful—coaches may check who you follow to gauge your role models, so align your follows with reputable accounts.
Avoid Red Flags A single inappropriate post can cost you a scholarship. Stories abound of athletes losing offers due to posts involving drugs, alcohol, or offensive language. Regularly audit your profiles to remove or privatize questionable content, and adjust settings to prevent friends from tagging you in inappropriate posts. As I often tell my clients at Wolfe Sports Recruiting, your social media is your digital resume—treat it with the same care you’d give a college application.
Targeting Coaches Beyond the Head Coach
While head coaches are the face of a program, they’re often not the first point of contact for recruiting. Assistant coaches, recruiting coordinators, and strength and conditioning coaches play pivotal roles in scouting and evaluating talent. Here’s why and how to target them:
Assistant Coaches and Recruiting Coordinators These staff members are typically tasked with identifying and vetting recruits before presenting them to the head coach. For example, Malvern Prep’s head football coach, Dave Gueriera, uses his network to connect players with college coaches via DMs and highlight shares, often starting with assistants. DM assistant coaches or coordinators with a brief introduction and your recruiting profile link, especially if the head coach is less active on social media. Research their roles—many programs list staff on their athletic websites.
Strength and Conditioning Coaches These coaches are often active on social media, sharing training tips and program culture. Following and engaging with their posts can give you insights into a team’s training philosophy and show your commitment to physical development. A like or thoughtful comment on their content can put you on their radar, as they often influence recruiting decisions by assessing an athlete’s potential for growth.
Current Athletes and Support Staff Following current team members can provide a window into the program’s culture and help you build connections. Engage respectfully with their posts to show you’re researching the program. Support staff, like athletic trainers, may also share valuable content about the team’s environment, giving you another avenue to demonstrate interest.
The Best Social Media Profiles for Student-Athletes to Invest In
Not all social media platforms are created equal for recruiting. Based on my experience at Wolfe Sports Recruiting and industry trends, here are the top platforms student-athletes should prioritize:
Instagram Instagram is the gold standard for recruiting due to its visual nature and popularity among coaches. It’s ideal for sharing highlight reels, training videos, and photos with teammates that showcase your skills and personality. Use Instagram Stories and Reels to jump on trends (e.g., sport-specific challenges) and create highlight categories on your profile for easy access to your best content. Ensure your bio includes recruiting details and a link to your highlight video. Coaches actively use Instagram to scout, with 65% of DI, DII, and DIII coaches screening recruits on the platform.
Twitter (X)Twitter remains a hub for real-time recruiting updates and coach-athlete interactions. Its fast-paced nature makes it perfect for sharing game stats, retweeting team content, and joining sport-specific conversations with relevant hashtags (e.g., #CollegeFootballRecruiting). Use three to four targeted hashtags per post to boost visibility without overwhelming your message. Twitter is particularly effective for sports like football and basketball, where coaches follow writers and news outlets for recruiting updates.
TikTok TikTok is emerging as a recruiting tool, especially for younger coaches and sports like soccer and lacrosse. Its short, dynamic videos (up to 60 seconds) are perfect for quick highlight clips or creative recruiting pitches. However, use caution—coaches may view TikTok content as less professional, so keep posts focused on athletics and avoid silly or controversial trends. While not all coaches are active on TikTok, many search hashtags to find talent, so include sport-specific tags like #SoccerRecruiting.
Facebook Though less popular among younger athletes, Facebook is still used by 87% of coaches, particularly at smaller schools or for sports with older coaching staff. Use it to connect with programs and share longer-form content, like articles about your achievements or posts about college visits. Ensure your profile is public and free of red flags, as coaches may check it during the vetting process.
The Make-or-Break Nature of Social Media in Recruiting
Social media is a double-edged sword. A well-managed profile can elevate your recruiting prospects, connecting you with coaches and showcasing your skills to programs nationwide. As Coach Dave Gueriera notes, social media allows athletes from anywhere to gain exposure to any college coach, leveling the playing field. However, a single misstep—whether it’s an offensive post or a poorly timed tag—can cost you an offer. Stories of athletes losing scholarships due to inappropriate content are all too common, and coaches like Chris Kraus at Stonehill College have turned away recruits based on social media red flags.
At Wolfe Sports Recruiting, we guide athletes to treat their social media as a professional portfolio. Be proactive: research coaches’ preferred platforms, post content that reflects your best self, and engage respectfully with programs. By investing in Instagram, Twitter, and emerging platforms like TikTok, while targeting assistant coaches and support staff alongside head coaches, you can maximize your visibility and build meaningful connections. Your social media presence isn’t just a highlight reel—it’s a reflection of your character, work ethic, and potential to thrive in a college program. Use it wisely, and it can be the key to unlocking your dream opportunity.
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