How do you do Highlight reels etc?

My oldest son is a freshman in highschool. I've seen lots of talk about college recruiting being all about "marketing" from parents. I keep hearing how important an Instagram Account with highlight reels and stuff is. Is there an app (for Android) that people use to make these reels from videos you've taken on your phone, and allows you to upload them to socials, or share them? Are there other important or successful ways you guys have found to "market" your kids talent? Why do I feel so awful talking about "marketing" my child??? Is this really the way?