Instagram vs. TikTok: Where Should Athletes Be Posting in 2025?

Five years ago, the question was whether athletes even needed a social media presence. In 2025, the question is which platform builds the best brand: Instagram or TikTok?

For athletes seeking NIL opportunities, brand partnerships, and long-term influence, this decision is crucial. So do their parents, coaches, and agents. Let’s break down what each platform offers, who’s winning where, and what it means for athletes trying to grow in this new digital playing field.

Visibility Is the New MVP

Let’s get one thing straight—being good at your sport is just the start. In 2025, visibility builds value. And where you post can define how far your content goes and who sees it.

Here’s what’s happening:

• TikTok’s growth is undeniable, especially among Gen Z and younger Gen Alpha audiences. Quick, relatable content gets massive reach.
• Instagram remains a top choice for polished branding, partnerships, and a broad demographic reach, including parents, brands, and recruiters.

Knowing the differences and how to play both is a competitive advantage.

TikTok: Fast Growth and Viral Moments

TikTok is where trends are born. Athletes use it to:

• Share behind-the-scenes training
• Do Q&As with fans
• Jump on trending audio
• Show personality outside of the game

If you’re looking to go viral, connect with younger fans, or create content that’s low-effort yet high-reward, TikTok has the edge. College athletes like LSU’s Flau’jae Johnson and Iowa’s Caitlin Clark are racking up millions of views with short-form content that feels personal, not promotional.

But TikTok isn’t just about dancing or memes; it’s a top-of-funnel tool. You draw in followers with quick hits, then lead them to more in-depth content elsewhere.

Instagram: Brand Building and Professional Presence

Instagram is evolving, yet it remains powerful. Athletes use it for:

• Highlight reels and game clips (Reels)
• Brand announcements and partnerships (Stories & Posts)
• A curated, visual resume of who they are

If TikTok builds attention, Instagram builds trust. Agents, scouts, and brands often check Instagram first. It shows whether an athlete understands branding, consistency, and audience engagement.

Instagram also tends to host older followers, such as brand reps, media professionals, and parents, which matters when you’re aiming for NIL deals that last beyond one viral video.

The takeaway? TikTok can spark interest fast. Instagram keeps that interest going and converts it into opportunities.

Athletes Should Be Doing Both, But With Purpose

The smartest athletes in 2025 aren’t choosing just one. They’re cross-posting strategically.

• Start the conversation on TikTok. Share raw clips, training fails, fan moments, or reactions.
• Build on it with Instagram. Share polished images, partner shoutouts, and more thoughtful storytelling.

Together, these platforms support different stages of the brand funnel, including awareness, engagement, and conversion.

For Parents, Coaches, and Future Agents: What to Watch

If you’re supporting an athlete, ask these questions:

• Is their TikTok content authentic and consistent?
• Does their Instagram reflect their values and focus?
• Are they responding to comments and DMs to foster a sense of community?
• Do they have a posting schedule?
• Are they tagging relevant brands and using the right hashtags?

In 2025, NIL deals often begin with a post, but they usually close due to the presence, professionalism, and platform strategy.

What This Means for NIL Strategy

Short-term fame doesn’t guarantee long-term money. Brands want athletes who:

• Align with their mission
• Understand digital storytelling
• Can maintain an audience over time

That’s why your social media strategy can’t be a guessing game. Know what platform serves what purpose—and use them intentionally.

Final Thoughts

TikTok gives you speed. Instagram gives you stability. Smart athletes aren’t choosing; they’re managing both strategically.

If you’re serious about NIL, think beyond the next viral trend. Think about the platforms that will grow with you, not just the ones that grow fast.

And if you’re a parent, coach, or future rep trying to help an athlete get it right, this is the kind of digital literacy that matters in 2025.

If you need help navigating this world, our course, “Her Court, Her Agent,” was designed specifically for this purpose. From posting strategies to brand partnerships, we break it all down so athletes and their families can build something sustainable, online and off.