This is a really interesting question...
There was a good example of this contrast recently with two kids at La Masia. One, Xavi Simons, has been relentlessly promoted on social media. He's a good youth prospect, but just because he was putting himself out there more than anyone else (I say "he," but it's clear that he couldn't have done all that by himself), he built this image as a generational talent--which he is (probably) not. Lots of jaws dropped when Barca didn't meet his exorbitant (for a 16-year-old) contract demands and let him leave for PSG.
A few months later, 16-year-old Ansu Fati, Simon's academy teammate who no one had ever heard of, was starting (and scoring, and assisting) in the Barca senior team.
In this case, Simons' outsize social media presence distorted the public's perception of him and his relative talent level...but didn't really affect the people who saw him and his peers every day. According to the article linked below, the social media hype also created concern that Simons was more invested in being a social media star than a footballer. (See also Pogba, Paul).
https://www.givemesport.com/1492154-barcelona-are-not-losing-any-sleep-over-xavi-simons-joining-paris-saintgermain
My answer would be the same I give to everyone that I train: work hard. Score the game-winning goal? Work hard tomorrow. Lost the ball and give up the game-losing goal? Work hard tomorrow.
You need to make highlight videos, I guess, to catch the interest of coaches with whom you have no other connection. But the better players will usually win out.