How Has Social Media Changed Women’s Sports in the Last Year?
By Bailey Smith / Contributing Sports analyst
Social media and sports have been linked for a while now, but in the last year, we’ve seen a big shift in how platforms like Instagram, TikTok, and X are impacting college women’s athletics. This is not just from individual athletes. Team-run accounts have played a major role in boosting awareness, building community, and creating excitement around women’s sports at the collegiate level.To get a deeper perspective, I sat down with two sports administrators, Amanda Graham and Carol DiGirolamo, to hear their thoughts on how team social media has shaped college women’s sports.
The Positives
1. More Visibility Than Ever
College women’s sports didn’t always get the spotlight they deserved. But now, thanks to consistent, creative, and high-quality content posted by team social accounts, more people are watching and supporting women’s teams. The NCAA women’s basketball tournament this year shattered viewership records, and athletes like Caitlin Clark and Angel Reese became household names, not just because of their skills, but because their teams and programs knew how to market them through social media.
Carol DiGirolamo, whohcovers Caitlyn Clark’s impact, said: “You can’t deny that she’s brought so much positivity to women’s athletics, and you see what they are getting now.” She refers to NIL (name, image, and likeness) money, and TV viewership. “
According to ESPN PR, the first round of the 2025 NCAA tournament averaged 367,000 across all games. UConn’s dominant 69-point win over Arkansas State drew the most viewers, with 1.1 million people tuning in to the game on ABC… The championship game between UConn and South Carolina drew an average of 8.6 million viewers and peaked at 9.9 million, the third-most watched championship game in the league’s history.”
These platforms have allowed women’s sports teams to highlight not only big moments like game-winning plays but also the little things like team traditions, pre-game rituals, behind-the-scenes fun that fans love to connect with. This kind of storytelling turns casual followers into real supporters.
2. NIL = Big Opportunities
With NIL rules in play, social media is a goldmine. Female athletes are landing brand deals left and right, especially if they have a strong online presence. It’s empowering to see women in sports being recognized as both athletes and influencers. Some are even making more money than their male counterparts just by being authentic online. DiGirolamo says division one players like Paige Bueckers from the University of Connecticut have been “all over the money. It’s been so positive for [women’s] sports like these because most of them are staying one more year to earn that money.” Of the top 100 athletes based on the number of NIL deals in 2023, “52% are women and 48% are men, according to SponsorUnited’s 2023-2024 NIL Marketing Partnerships report. In 2022, that split was 38% women, 62% men.”
3. Telling Their Own Stories
Instead of waiting for local news coverage, teams are now able to tell their own stories. They can share the moments that matter most to them, spotlight every player (not just the starters), and document the journey of a season from their own point of view. This control over their narrative allows women’s teams to be more than just their stats. They become relatable, inspiring, and engaging, especially to younger fans who look up to them. For a long time, women’s sports weren’t given that platform, but now they’re writing their own stories and sharing them with the world. Amanda Graham says “[social media is] giving the power back into the hands of the women. It’s allowing them to gain control over their own promotion… and it’s allowing them to be their own biggest advocates.”
The Negatives
1. Uneven Coverage Within Departments
While some schools are putting real effort into promoting women’s teams, others still prioritize men’s programs. Even now, the same social media crew might post three times more about men’s basketball than women’s, even when the women’s team is more successful.
That kind of inconsistency is not only unfair but also discouraging for players who are working just as hard and achieving just as much. It sends a clear message: some teams matter more than others. Until schools commit to equal promotion, the benefits of team social media won’t be fully realized for everyone. Graham says this is due to performance. “I think every step that the men’s teams take, the women’s teams are moving right up the ladder, but they’re always one step behind… and some teams get unequal treatment.” She mostly believes this is due to each individual teams’ performance. If a men’s team is doing better than the women’s, they will out shine them and vice versa.
2. Pressure to Perform and Post
Athletes already juggle school, practice, and competition. Now there’s the added pressure to constantly be on camera, share content, and stay relevant online. Even when it’s the team’s social media account, players are often asked to participate in TikToks, give quick interviews, or take part in content planning. It can feel like a second job and not all athletes are comfortable in that spotlight. Not everyone wants to be a content creator, and for some, it adds unnecessary stress.
3. Limited Resources
Not every team has a full media staff, and in many cases, the same one or two people are managing content for multiple sports. When resources are limited, men’s teams often get prioritized, leaving women’s teams with lower-quality or inconsistent coverage. And when the content isn’t as frequent or polished, engagement suffers which then feeds the false narrative that “no one cares about women’s sports.” It’s not that people don’t care, it’s that they’re not being shown the product consistently. DiGirolamo also says its negative comments hurt fan engagement. “I feel like people are brutal sometimes on what they say about female athletes… and its a shame because I think they try and knock females down for their success rates… [and everyone] calls it out right away.”
Expert Insight
To get a deeper perspective, I sat down with two sports administrators—Amanda Graham and Carol DiGirolamo—to hear their thoughts on how team social media has shaped college women’s sports. Want to hear more? Tune into the podcast below for the full conversation and more insights from Amanda and Carol.
Social media has opened major doors for college women in sports, especially when it comes from the teams themselves. It’s helped boost visibility, build fanbases, and tell stories that otherwise might have gone unnoticed. But it’s not perfect. There are still disparities in coverage, pressure on athletes, and a lack of resources holding some programs back.
If we want to keep building on this momentum, schools need to invest in creating consistent, creative, and equitable content across all sports. Let the teams play. Let them post. But also, let them be seen.