This study explores the role of social media in the daily lives of student athletes. Focusing on monetization of social media content and implications on mental health, this study posed the following research questions (1) How do student athletes manage the competing demands of athletics, academics, and social media as they engage with rising NIL opportunities? (2) Do athletes consider the implications of social media on their own mental health? (3) Do athletes consider the implications of their posts on their followers' mental health? 

The project involves qualitative data collection through in depth interviews with seven student athletes from universities across the United States. Interviews were analyzed using thematic analysis, and through this process several themes were established. Preliminary findings suggest that student athletes maintain a positive relationship with social media, and enjoy creating content to connect with like minded others. Additionally, findings suggest that student athletes face significant pressures on social media that result in conflicts with how to balance their lives. Finally, student athlete influencers view social media as essential to build their personal brand and open up opportunities for their future. 

Conclusions of this research will help athletic departments assist student athletes with navigating social media by offering support to help them maintain balance between their academics, extracurriculars and athletics. Additionally, findings will help specialized student athlete therapists understand the effects that social media has on athletes mental health. Overall, this research contributes to potential strategies that can maintain student athlete well-being across multiple dimensions of life.