Posts to Paydays: The Social Media Game in NIL Deals

The Importance of Social Media for NIL Evaluations: Power, Presence, and Profit

In the rapidly evolving landscape of collegiate athletics, Name, Image, and Likeness (NIL) rights have transformed how student-athletes engage with brands, fans, and media. Since the NCAA opened the door for athletes to monetize their NIL in July 2021, social media has become the primary currency in this new economy. While athletic talent remains foundational, an athlete’s social media presence now plays a central role in how their NIL value is assessed, leveraged, and sustained.

1. Social Media as a Key Metric for NIL Value

When determining an athlete’s NIL worth, brands and evaluators look beyond stat sheets and accolades. They analyze influence—and influence today lives on social media. Platforms like Instagram, TikTok, Twitter (X), and YouTube have become powerful tools for building personal brands, reaching audiences, and driving engagement.

Key social metrics in NIL evaluation include:

Follower count – A larger following often translates to broader reach.
Engagement rate – Likes, comments, shares, and views per post indicate the quality of interaction.
Audience demographics – Brands target specific age groups, interests, and geographic regions.
Content quality and consistency – Athletes who regularly post compelling content are more attractive to sponsors.
Platform diversity – A presence across multiple channels increases exposure and monetization opportunities.

2. Brand Appeal: Visibility and Authenticity

For brands considering athlete partnerships, social media offers a direct line to a targeted, authentic audience. Gen Z and millennial consumers tend to trust athletes more than traditional advertisements. As a result, brands evaluate athletes not only for their talent but for their ability to:

Tell a story
Represent values
Drive engagement

A good example is LSU gymnast Olivia Dunne, who has secured million dollar NIL deals thanks to her TikTok and Instagram following—proof that personality and platform can outweigh sport and stats.

3. Universities and Collectives: Social Media as a Recruitment Tool

College programs are increasingly aware that social media plays a vital role in recruiting and retaining talent. Coaches, athletic departments, and NIL collectives assess how athletes manage their digital presence, knowing it can directly impact:

NIL opportunities
School brand alignment
Marketability in local and national campaigns

4. Athlete Empowerment Through Personal Branding

Social media isn’t just about vanity metrics—it’s about self-definition. For many athletes, these platforms are where they:

Shape their public narrative
Speak directly to fans
Advocate for causes
Build trust with followers

Through social media, athletes now control their narrative in a way that traditional media never allowed—making them more valuable, influential, and brand-ready.

5. Risks and Responsibilities

While social media opens doors, it also introduces risks. NIL evaluators scrutinize:

Controversial posts
True followers (not bots)
Negative public behavior
Inconsistent messaging
Over-commercialization

Athletes must balance being marketable with being authentic, staying true to themselves while maintaining professionalism.

6. Data-Driven NIL Valuations

PlayersOnly is all-in-one sport platform that directly quantifies the value of athletes for NIL deals using social media data. Using social metrics and engagement trends, our platform is able to give true analytics to hold extensive value to not just the NIL evaluators, but also the athletes.

PlayersOnly provides a “market value” for athletes, helping them understand what they’re worth and giving brands a benchmark for negotiations. Social media performance is often the heaviest weighted category in these models.

In effect, the more active and engaging an athlete is online, the higher their algorithmic NIL valuation—translating into better deals and broader opportunities.

7. Content is Currency

Athletes who want to thrive in the NIL era must think like content creators. Regular posting, storytelling, and engagement strategies can significantly boost their earning potential.

8. Looking Ahead: Social Media in the NIL Future

As NIL policies continue to evolve, social media will remain the heartbeat of the system. With the rise of AI-generated content, influencer marketing, and immersive experiences (AR/VR), athletes’ digital presence will only become more sophisticated and valuable.

The Digital Athlete Era

Social media is no longer optional for student-athletes—it’s foundational. In the NIL ecosystem, an athlete's digital presence can be more influential than their stats or even their sport. It affects how they’re evaluated, who wants to partner with them, and how much they can earn.

For athletes looking to maximize their NIL potential, investing time, energy, and strategy into social media isn’t just smart—it’s essential.

In the age of NIL, your platform is your power. What you post, how you engage, and the community you build can unlock opportunities far beyond the game.