Social Media’s Role in BJJ

Social media has been one of the most powerful forces in the global growth of Brazilian Jiu-Jitsu. Platforms like YouTube, Instagram, and TikTok have made techniques, match highlights, and athlete stories accessible to millions. Where once knowledge was guarded within specific academies, instructional breakdowns and match footage are now widely shared.

Athletes have also used social media to build personal brands, attract sponsorships, and connect directly with fans. Viral clips of creative submissions or heated rivalries have reached audiences beyond the grappling world, further embedding BJJ into global sports culture.