I follow quite a few WLax programs and I have to admit, Coastal has a lot of really great videos and reels on the Gram. Showing the girls surfing, hanging out, etc. The beach is a draw and you get a solid football team to cheer for on Saturdays.
The other team that has great videos on socials is Clemson. It is no surprise they are holding down #1, as the lake life they show us appealing.
Both schools are using the water to their advantage. Both understand their target audience and they market it accordingly.