My HS was competitive but in the 90s you didn't have to build your global brand on social media or maintain a blog. The things we were measured by were largely private, like your grades, SAT scores, and application essays. Now you have to become a mini-celebrity and survive the onslaught of millions trying to knock you down. Every HS kid in the US is only a couple steps removed on social media.
Yes, and this is why it is hard for those (like me, HS student, 16yo) who avoid social media as a matter of privacy. I personally get left out of friend groups, etc. and when I was applying for an internship, one of the questions was "Please list your social media handles/accounts here"...
I'm pretty sure I know why I didn't get that internship :) They probably thought I was hiding something...