Social All-Stars of the MLB Postseason

NEW MLB Social Report

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.

Audience

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.

Total

MLB players — 121. 6 million followers
MLB teams — 113.9 million followers
MLB — 20.1 million followers

TWITTER

MLB players — 52.3 million followers
MLB teams — 35.5 million followers
MLB — 8.3 million followers

FACEBOOK

MLB teams — 57.9 million followers
MLB players — 10.7 million followers
MLB — 7.1 million followers

INSTAGRAM

MLB players — 52.2 million followers
MLB teams — 20.5 million followers
MLB — 4.8 million followers

Engagement

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.

Total

MLB teams — 80 million engagements
MLB — 46.6 million engagements
MLB players — 19.9 million engagements

TWITTER

MLB teams — 12.4 million engagements
MLB players — 3.2 million engagements
MLB — 3.2 million engagements

FACEBOOK

MLB teams — 11.9 million engagements
MLB — 2.8 million engagements
MLB players — 305 thousand engagements

INSTAGRAM

MLB teams — 55.7 million engagements
MLB — 40.5 million engagements
MLB players — 16.4 million engagements

Engagement Rate

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 proof is in the performance. MLB players create impact when they share on social. Whether they’re raising awareness for a worthy cause, or simply sharing a pregame photo — what they say matters.

Total

MLB players — 5.20%
MLB teams — 0.57%
MLB — 0.54%

TWITTER

MLB players — 3.21%
MLB teams — 0.14%
MLB — 0.01%

FACEBOOK

MLB players —1.26%
MLB teams — 0.16%
MLB — 0.09%

INSTAGRAM

MLB players — 8.20%
MLB teams — 2.31%
MLB — 2.25%

Activity

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.

Total

MLB players — 4,563 posts
MLB players — 4,563 posts
MLB — 1,740 posts

TWITTER

MLB teams — 4.3 thousand posts
MLB players — 2.4 thousand posts
MLB — 907 posts

FACEBOOK

MLB teams — 2.4 thousand posts
MLB — 450 posts
MLB players — 228 posts

INSTAGRAM

MLB players — 1.9 thousand posts
MLB teams — 1.6 thousand posts
MLB — 383 posts

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

 
 
 
 
 
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Still can’t express the feeling but we got one BOSTON?Extremely blessed to be a part of this special team and have amazing people in my corner❤️

A post shared by Mookie Betts (@mookiebetts) on

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.

Audience

Total
Mike Trout — 4.5 million followers
Robinson Cano — 2.9 million followers
Justin Verlander — 2.8 million followers
Bryce Harper — 2.4 million followers
Jose Bautista — 2.3 million followers

TWITTER

Mike Trout — 2.5 million followers
Yu Darvish — 2 million followers
Justin Verlander — 1.9 million followers
David Price — 1.8 million followers
Masahiro Tanaka — 1.5 million followers

FACEBOOK

Robinson Cano — 1.3 million followers
Albert Pujols — 608 thousand followers
Buster Posey — 578 thousand followers
Mike Trout — 464 thousand followers
Chase Utley — 446 thousand followers

INSTAGRAM

Mike Trout — 1.5 million followers
Bryce Harper — 1.4 million followers
Jose Altuve — 1.2 million followers
Giancarlo Stanton — 1.2 million followers
Javy Báez — 1.1 million followers

Activity

Total
Marcus Stroman — 220 posts
Trevor May — 183 posts
Bryan Shaw — 156 posts
Danny Duffy — 75 posts
Tom Koehler — 74 posts

TWITTER

Marcus Stroman — 169 posts
Bryan Shaw — 156 posts
Trevor May — 150 posts
Danny Duffy — 75 posts
Brad Ziegler — 70 posts

FACEBOOK

Clayton Kershaw — 21 posts
Masahiro Tanaka — 17 posts
Matt Kemp — 16 posts
Yu Darvish — 15 posts
Wei-Yin Chen — 15 posts

INSTAGRAM

Marcus Stroman — 51 posts
Clayton Kershaw — 35 posts
Wellington Castillo — 34 posts
Trevor May — 33 posts
Yefry Ramirez — 32 posts

Engagement

Total
Mookie Betts — 1.1 million engagements
Joc Pederson — 767 thousand engagements
Matt Kemp — 749 thousand engagements
Justin Turner — 709 thousand engagements
Enrique Hernandez — 690 thousand engagements

TWITTER

Yu Darvish — 191 thousand engagements
Christian Yelich — 176 thousand engagements
Mookie Betts — 161 thousand engagements
Andrew McCutchen — 138 thousand engagements
Marcus Stroman — 136 thousand engagements

FACEBOOK

Clayton Kershaw — 46.3 thousand engagements
Justin Turner — 41.6 thousand engagements
Matt Kemp — 30.7 thousand views
Javy Báez — 29.7 thousand engagements
Yu Darvish — 24.1 thousand views

INSTAGRAM

Mookie Betts — 884 thousand engagements
Joc Pederson — 766 thousand engagements
Alex Bregman — 734 thousand engagements
Matt Kemp — 670 thousand engagements
Kiké Hernandez — 581 thousand engagements

Engagement Rate

Total
Walker Buehler — 34.78%
Christian Yelich — 27.49%
Marwin Gonzalez — 20.05%
Cody Bellinger — 19.63%
Xander Bogaerts — 18.08%

TWITTER

Eduardo Rodriguez — 53.76%
Christian Yelich — 24.31%
Eduardo Nunez — 18.15%
Mookie Betts — 16.46%
Miguel Andujar — 14.92%

FACEBOOK

Miguel Andújar — 13.25%
Didi Gregorious — 7.29%
Jason Kipnis — 4.40%
Justin Turner — 4.26%
Salvador Perez — 3.15%

INSTAGRAM

Max Muncy — 39.15%
Walker Buehler — 34.78%
Christian Yelich — 32.58%
Andrew Benintendi — 24.28%
Cody Bellinger — 22.39%

Growth

Total
Mookie Betts — 97.9 thousand followers
Christian Yelich — 72.1 thousand followers
Walker Buehler — 60.7 thousand followers
Cody Bellinger — 60.4 thousand followers
Andrew Benintendi — 57.4 thousand followers

TWITTER

Mookie Betts — 21.6 thousand followers
Christian Yelich — 21.1 thousand followers
Matt Kemp — 18.1 thousand followers
Kevin Pillar — 16.1 thousand followers
Yu Darvish — 16 thousand followers

FACEBOOK

Javy Báez — 2.7 thousand followers
Kiké Hernandez — 1.9 thousand followers
Justin Turner — 1.7 thousand followers
Cody Bellinger — 1.3 thousand followers
Clayton Kershaw — 1.1 thousand followers

INSTAGRAM

Mookie Betts — 76.3 thousand followers
Walker Buehler — 53.8 thousand followers
Cody Bellinger — 51.6 thousand followers
Christian Yelich — 51 thousand followeres
Yasiel Puig — 45.2 thousand followers

Growth Rate

Total
Walker Buehler — 90.53%
Christian Yelich — 27.56%
Jackie Bradley Jr. — 25.28%
Eduardo Nunez — 24.55%
Brock Holt — 19.70%

TWITTER

Erik Kratz — 86.08%
Max Muncy — 47.48%
Walker Buehler — 41.05%
Steve Pearce — 27.43%
Christian Yelich — 26.31%

FACEBOOK

Christian Yelich — 17.28%
Miguel Andújar — 7.29%
Cody Bellinger — 6.53%
Victor Arano — 5.65%
Didi Gregorious — 2.55%

INSTAGRAM

Cody Bellinger — 107.11%
Max Muncy — 81.69%
Jackie Bradley Jr. — 64.94%
David Freese — 43.45%
Christian Yelich — 28.12%

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