Spring Hill College women’s basketball assistant coach Casey Ferguson might seem like any other small-college coach focused on practices, recruiting, and game plans. But as some students may have noticed scrolling on TikTok, you’ll find a different side of her.

Ferguson’s rise on TikTok began long before she was leading a college team.

“I was in college at the time, and COVID had first made its debut,” Ferguson said. “The school had shut down, which meant we all had to go home. I was sitting at home during this time period and randomly decided to film myself boiling crawfish. The video went viral overnight, so from that day on, I figured out my niche on the app was food-related. The rest is history.”

What started as a spontaneous cooking video quickly grew into a sizable following. While her content may center on food, her views have had an impact on Spring Hill’s women’s basketball program.

Balancing both roles of coaching and being a public figure isn’t something Ferguson overcomplicates.

“I think I am in an interesting spot with social media,” she said. “I know from the outside it seems like a big deal, but to me, I’m still the same me. My purpose in life is to add value to others. I never imagined that I would be able to do that through social media.”

Despite the attention, she emphasizes staying grounded and not getting caught up in public opinion.

“I think it may change perceptions of me for sure,” Ferguson said. “I am the type of person to not care or acknowledge what others think or feel about me. You have to have that trait if you’re going to be in the public eye, or you’ll go absolutely insane. Not every comment needs a response. Take perceptions with a grain of salt.”

In college athletics, social media has become a powerful recruiting and branding tool. For smaller programs in particular, platforms like TikTok offer exposure that traditional media coverage may not provide. Ferguson believes her understanding of how social media works has been an asset to the team.

“I think my knowledge of how social media works has added the most value to the team,” she said. “I understand how important it is to push your brand and to post what’s going on in your life. My ability to take the time to share our journey with people is what matters most. You have to be willing to do it, and that’s what separates us from others.”

Her presence online has helped boost school spirit and shine a spotlight on the women’s basketball program in ways that resonate with today’s students. In a time where recruits  and fans turn to social platforms for a look into team culture, Ferguson’s TikTok fame reflects a broader shift in how athletics are promoted.

For Spring Hill students, their coach isn’t just building a competitive program on the court; she’s

building a brand that extends far beyond it.

Check out some of Ferg’s videos @thecaseyfurguson on TikTok.