There’s no denying that athletes are a powerful force on social. This postseason, MLB players presented a perfect example of the influence that athletes hold. Their collective audience size, activity, and engagement outrank that of their teams and the league itself. But the players’ impact could be even more significant.
We analyzed Twitter, Facebook, and Instagram data from the MLB’s owned channels, all 30 teams, and every active player throughout the postseason (10/1/18 – 10/28/18). Below, we show how the players compare with their teams and league, then share league’s postseason MVPs on social.
MLB players have a total audience of over 121 million fans and followers on social, outpacing the league six times over and even surpassing their teams.
With almost a thousand active players, it’s important to note the advantage that athletes have in terms of total channels and eyeballs. Still, the average MLB player has an average audience size of over 115 thousand, while teams average about 3.8 million followers.
MLB teams hold the lead for total postseason engagements with over 80 million. 67% of these engagements were generated by the two squads playing for the World Series Championship — the Los Angeles Dodgers and the Boston Red Sox.
As we’ve established, MLB players are powerful on social. There’s no better evaluation of this influence than analyzing the rate at which they engage their audience.
MLB players engage their fans at a 10X higher rate than their teams or the league itself.
The collective numbers are massive, but MLB players should be sharing more. Yes, the players collectively shared more posts due to total numbers, but individually, they are significantly less active than their teams and league.
MLB players averaged under five posts apiece through the postseason. That’s less than one post per week across all three social networks.
Meanwhile, teams averaged 277 posts each and league channels published more than 1,740 total posts in the same timeframe.
This isn’t unique to MLB players. Like other leagues, the MLB and its teams employ talented crews to capture, create, and distribute content. Most players don’t have these teams around them. They act as their own content creator, strategist, and account manager on social. Meanwhile, they put in work on the field that becomes the content that their teams’ and league share. Just imagine the impact this content could have it returned to the players’ hands.
Next, we’ll take a look at how individual MLB players stacked up on social over the postseason.
Social MVPs of the MLB postseason
Throughout the postseason, baseball’s top players took to social to hype up their fans. Capitalizing on their success, several players competing to win the World Series leveraged their team success to build their social audience. The biggest winners may have been the Boston Red Sox, who not only took home the World Series championship, but also had multiple players rise to the top on social.