During the chaos of the Colorado High School state basketball championships, one highly-recruited player told me:

“I haven’t really thought too much about social media or branding yet. I’ve been more worried about getting better on the basketball side of things so far. NIL and that stuff will come later. I’d love to learn more though.”

She isn’t alone.

Between games Saturday at Denver Coliseum, I spoke with dozens of athletes and a handful of coaches around the arena. All acknowledged that social media matters in recruiting today. But many admitted they’re still figuring out what that actually means.

“For the most part, I haven’t had a whole lot of guidance,” another player told me. “We’re just kind of playing it by ear right now.”

Others said they’ve received simple advice, but not much direction.

“I’ve been told to stay active on social media,” one athlete said. “But there hasn’t really been a lot of advice beyond that.”

Even players who have already committed to play at the next level are still navigating it.

“Early in the recruiting process I was told to post everything,” one Division I signee said. “Mostly around basketball, trips, highlights… things like that. But NIL? I honestly haven’t thought about that at all.”

At the same time, the interest is there.

“I’d definitely be open to working with brands and growing my platform,” another athlete said. “It’s so new. I’d love to learn more about it.”

Listening to these conversations, one thing became clear: High school athletes are aware of the opportunity. They just don’t always know how to approach it.

And that’s where a simple question can help cut through the noise.

What do you want to be known for?

Maybe it’s a relentless work ethic.

Maybe it’s leadership.

Maybe it’s energy and positivity.

Maybe it’s discipline and consistency.

When athletes are clear on that, social media content becomes much simpler.

A practice clip reinforces work ethic.

A photo celebrating a teammate reinforces leadership.

A post thanking coaches reinforces character.

Small signals. Over time.

At the state championships this weekend, the on-court highlights were incredible.

But some of the moments that stuck out to me most had little to do with the scoreboard.

A player helping an opponent up.

A bench erupting for a teammate who hit a clutch shot.

A senior hugging his dad moments after winning a state championship.

Those moments reveal something deeper.

Highlights get attention.

But what you’re known for — on and off the court — is what people will remember.

And in today’s recruiting world, that’s what actually makes athletes standout.

Visit Tewdilly.com for simple, practical help building a social media and personal brand plan that supports recruiting and future opportunities.