USC basketball signee Eli Ellis is a walking social media star. Can it benefit Gamecocks?

Eli Ellis might be South Carolina’s most unique signee in recent memory.

Ellis is a four-star basketball recruit with a ton of potential, but he’s also bringing something most players don’t: an online audience.

A huge audience.

Ellis boasts a staggering 1.2 million TikTok followers and another 643,000 on Instagram. His digital footprint rivals his basketball resume on the hardwood, and he sees that presence as a tool to amplify both his career and South Carolina’s program.

How big is his influence? Head coach Lamont Paris said assistant coach Tanner Bronson’s niece, who lives in Wisconsin, knew about Ellis before he signed with Gamecocks. His Overtime Elite highlight moments, along with his social media reach, have helped him build connections with NBA legends and stars like Shaquille O’Neal, Steph Curry, Kevin Durant and Donovan Mitchell.

What’s more, within hours of signing, the Gamecocks’ Instagram account picked up 5,000 new followers — just from a single collaborative post with him. And that, Ellis says, is just the beginning.

“They don’t understand what happens when you get to college with my social media presence,” Ellis said. “But I think they will, and they’ll take advantage of it. It’s gonna help the school out a lot.”

Social media brings opportunities that people haven’t quite tapped into, Ellis said. He plans to take full advantage of it. For USC, that means an extra spotlight on its men’s basketball program.

Paris knows what’s in store for USC with Ellis’ social media stardom.

“They’ve done a good job of really developing their brand and and their following,” Paris said. “Our fans are really excited about it too. And they all know him, that’s for sure.”

Ellis is meticulous about his online presence. For him, social media is like a stage. He’s part content creator, part basketball player and part brand strategist — a one-man marketing firm with a jump shot. Every post, every video, every viral moment is mapped out in advance. He creates the content himself, with the exception of not holding the camera.

Ellis has already prepared for a potential TikTok ban, hoping to move his content to Instagram and a growing YouTube channel (33,400 subscribers).

And while his personal brand is booming, Ellis is thinking bigger.

“It’s not just about me; it’s about building something together,” Ellis said.

That “something” is NIL opportunities — for himself and his teammates too. In today’s college sports landscape, a strong social media presence isn’t just about a little more clout. It’s about cash.

Even with all the hype around his stardom, Ellis understands the fine balance between his two worlds. Basketball is the main dish; social media is the side.

In other words, he knows where his bread is buttered.

“If I don’t play basketball, then the social media stuff doesn’t really matter,” Ellis said. “So just making sure basketball is the main thing, and then social media is just added on top for everybody around me.”

Why the Gamecocks?

Ellis, a 6-foot-1, 188-pound senior, committed to Lamont Paris’ Gamecocks early in his junior season — a decision that raised a few eyebrows. But for him, it was a no-brainer, even if it was a bit early to make that call.

“People weren’t really expecting it, but I had a good feeling about it,” Ellis said. “(Coach Paris and his staff) believed in me. They had a laid-out plan for me to me to be able to come in, play and be a main guy in the SEC.”

That belief is mutual. Ellis and his father, Jeremy, watch every South Carolina game. When Ellis studies film, he envisions himself fitting seamlessly into their system — pitches, ball screens, post-ups and mismatches. At 6-foot-1, he’s not the biggest or the most athletic guard, but he plays smart — finding ways to create space and score.

“You’re not going to jump a whole lot higher, you’re not going to get that much quicker, but you can get a lot more skilled,” Jeremy Ellis said of his son’s play style and development. “You can play with pace. You can get a lot smarter. And he’s taken on that challenge.”

Paris thinks Eli’s competitive spirit is his No. 1 characteristic.

“He’s an ultimate competitor,” Paris said. “He doesn’t back down. He’s spicy, scrappy. He knows how to play. That’s what I’m about at the end of the day. That’s what helps us win, to play like that. He’s got some bulldog in him.”

As Ellis sees it, not many people believe a player with his archetype can play in the SEC. But that’s exactly what interests him about USC. The Gamecocks find a way to utilize their talent to their fullest potential.

Long term, Ellis keeps his goals grounded but ambitious. He’s heard whispers of NBA potential but remains focused on the now: maximizing his time in Columbia.

“I’ve had people say, ‘You have the chance to make the NBA,’ ” Ellis said. “I mean, is it possible? Maybe, maybe not. My plan’s right now to just be the best college basketball player I can and build a legacy there.”

One bucket and one viral post at a time.

This story was originally published February 6, 2025 at 7:00 AM.

Trevyn Gray

The State

Trevyn Gray is an intern, covering South Carolina men’s basketball for The (Columbia) State. He is a recent graduate from the University of Georgia and previously worked at the Atlanta Journal-Constitution and Tampa Bay Times.