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The 2019 NBA Draft takes place tonight, and fans are eagerly waiting to find out who the latest addition to their favorite team will be. In preparation for tonight’s event, we’re providing a pre-draft analysis of the strongest social brands in this year’s draft class.

Projected top pick Zion Williamson leads all prospects in total audience size, with more than 3.7 million followers across Twitter, Instagram, and Facebook. His total following more than triples RJ Barrett, the second most-followed prospect.  Zion’s audience size also helped him lead the way in athlete-driven engagements, despite posting significantly less than the average player in his class.

While Williamson has nearly three million more followers, Ja Morant made a significantly larger impact with video. The former Murray State guard exceeded 8.2 million video views, topping the next-best prospect by over two million views.

Total audience growth among the group was very impressive, with prospects sporting an average growth rate of 46.8 percent. Former Texas Tech guard Jarrett Culver was the leader in this category, as he was able to increase his following by 866.7 percent over the last 12 months, thanks in large part to his performance during the NCAA Tournament and a trip to the school’s first National Championship Game.

One interesting thing to note is that only eight prospects in this year’s draft class have shared content on Facebook over the past year. This could signal a shift in social media usage among athletes, especially considering that many of this year’s top draft prospects are under the age of 20.

Top NBA Draft prospects on social

Below is our complete analysis of the top 2019 NBA Draft prospects on social media. The ranking includes data for more than 120 draft-eligible athletes, measuring the activity, audience, engagement, and growth on Twitter, Facebook, and Instagram from June 12, 2018 to June 12, 2019.

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Total Audience
  • Zion Williamson  — 3.7 million followers
  • RJ Barrett  — 1.0 million followers
  • Ja Morant  — 964.8 thousand followers
  • Bol Bol  — 681.0 thousand followers
  • Jaylen Hands — 544.5 thousand followers
Total Engagements
  • Zion Williamson  — 8.8 million engagements
  • Ja Morant  — 6.4 million engagements
  • RJ Barrett  — 4.1 million engagements
  • Tyler Herro  — 2.5 million engagements
  • Jalen Lecque  — 2.4 million engagements
Total Growth
  • Zion Williamson  — 2.0 million followers
  • RJ Barrett  — 690.1 thousand followers
  • Cam Reddish  — 294.6 thousand followers
  • Jalen Lecque  — 231.0 thousand followers
  • Tacko Fall  — 213.9 thousand followers