Alright, let’s cut to the chase—Chris Gronkowski‘s got the blueprint for building a brand from scratch. After hitting it out of the park with Ice Shaker, his game-changing fitness bottle brand that took off like a rocket, Gronkowski knows exactly how to work social media magic to turn a side hustle into a major win. 

In an all-exclusive Essentially Sports interview on the Dual Threat Show with Brandon Guttman II, the former Colts’ full-back dove right into his top social media picks without missing a beat. Instagram is Gronkowski’s number one draft pick when it comes to social media. Why? “Everyone’s there,” he says. And he’s got a point. IG is a goldmine for finding and reaching out to potential customers and partners (think sliding into DMs or tagging a gym in a post). “Instagram is also very search-friendly, you could find people that you want to reach out to easily. It’s a great tool just for outreach and also for defying your business.” Gronkowski’s enthusiasm’s palpable as he highlights how IG legitimizes your business. When you check out a brand’s profile and see thousands of followers, it screams, “This is legit!” With 100k followers backing you up, it’s like having a die-hard fan base cheering you on—just like Lambeau Field during a Packers game.

Next up on Gronkowski’s list is TikTok—and it’s not just for dance challenges. For new businesses, TikTok is like catching a Hail Mary in the fourth quarter. “You’re going to get reach there,” he says. TikTok’s algorithm doesn’t care if you’re new or seasoned; it’s all about rewarding creativity with big-time exposure. You can go viral overnight and hit millions of views without spending a cent. “I would go to TikTok because of its massive exposure. It doesn’t matter how many followers you have, if you do it right, your page will grow and you’re gonna get hundreds of thousands if not millions of people for free. Tiktok is a huge tool for companies now,” the 37-year-old shared. For Gronkowski, this social media app seems like a game-changer for getting in front of as many eyeballs as possible. “Just for making content,” he says. The fire in his voice is real—he’s seen it happen, lived it, and knows TikTok’s magic firsthand.

Facebook (or Meta, if you’re feeling fancy) rounds out his top three. It might not have the flashiness of the ‘Gram or the viral potential of TikTok, but for Gronkowski, it’s about utility. “You’re going to get a great return” on ads, he notes, adding that having a presence there shows people you’re active. It’s like having a veteran on your team—you might not always see the fireworks, but they’re crucial to the play. “You could grow a group there, you know. Base it around fitness or whatever your brand is and become an expert in that field. And then, just provide advice or workouts or other tips about stuff that you do, and that relates to your business. But it’s more about running ads and having some kind of presence on Facebook,” Gronkowski shared during our Essentially Sports exclusive interview segment. It’s all about building trust and engaging with a specific community. 

But Gronkowski doesn’t stop there. He also gives nods to YouTube, Pinterest, and even Snapchat—platforms that can still deliver the goods if you know how to play them right. YouTube’s more of a long-term game, but the former full-back gets the power of repurposing—like flipping TikTok clips into YT Shorts. And while Pinterest and Snapchat aren’t his go-to, they’re still very much part of his game plan. “You could get some exposure there as well,” he says, recalling one of his videos that hit half a million views on Snapchat.

So, what’s the secret sauce behind Gronkowski’s Ice Shaker success? It’s all about putting in the work and leveraging the platforms where your audience hangs out. “You’re going to build a personal brand,” he explains, especially as an athlete. Gronkowski cites Pat McAfee as a perfect example. While recovering from injuries, McAfee was all over Twitter, engaging with fans, and building a following that has since turned into a media empire. “Why does he care what people think?” Gronkowski wondered back then. Now, he gets it—McAfee was building something bigger than himself.

For Chris Gronkowski, social media ain’t just a tool—it’s a game-changer. He’s proof that with the right moves, anyone can score big on social media, even if he’s got some reservations about millionaire college athletes.

Millionaire college athletes? Chris Gronkowski isn’t sold

Gronkowski’s hustle’s legendary, but he’s got strong opinions on the NIL policy in college sports. “Giving a million dollars to a 16 or 17-year-old? That’s just asking for trouble,” the former Indianapolis legend alluded, making waves with his no-nonsense take on the topic. The 37-year-old ain’t against athletes getting their due. He knows it’s a huge win for those coming from less privileged backgrounds. But he’s concerned that the big bucks could shift the focus away from what really matters: the game itself. “It can create a mentality that’s more about the cash than the grind,” the ex-Colts star points out. He’s seen it happen—kids with stars in their eyes get caught up in the hype and lose sight of their goals (think cash over catches).

But Gronk’s not just criticizing—he’s got a fix, too. He suggests tying NIL money to education. “You can get this million dollars to come to Ohio State, but you don’t get half of it until you graduate,” he explained. It’s about keeping young athletes focused, making sure they’re chasing degrees as well as dollar signs. And he’s got some personal experience to back it up. Gronkowski credits his mom with making sure all five Gronk brothers hit the books as hard as they hit the gym. “Even though we were such a big sports family, she put education first,” he shared. It’s clear: the Gronk family knows a thing or two about balancing the playbook with the textbooks. 

In a landscape where NIL deals are becoming the norm, Chris Gronkowski’s old-school approach might just be the game plan college football needs to keep its heart in the right place.

For deeper insights into Chris Gronkowski’s views on social media marketing secrets and utilizing online platforms to drive traffic, don’t miss his interview on the Essentially Sports x BG12 Show. Tune into every episode on our YouTube channel and keep an eye out for more updates!