Through the first half of the NFL season, the amount of social value generated by each team on Instagram and Twitter from Sept. 9-Nov. 7 was similar to current league standings. With 67.5% of NFL followers between the ages of 15 and 34, the Cowboys and Packers, both among the top five in win percentage, have been the most effective at targeting a younger generation of fans on both platforms. The Packers gained $4,850,797 in social value over the first nine weeks of the season on Twitter, the most in the league and $451,278 more than the second-place Cowboys. Conversely, it was the Cowboys which topped the Packers on Instagram, with $23,190,519 in social value to lead the league by almost $3M.
WHAT’S TRENDING : The leaguewide approach to the two platforms was uniform, with every team posting around two-thirds more on Twitter than Instagram. This difference in posting, however, did not correlate with engagements, impressions or social value. Across the board, teams posted less on Instagram and generated anywhere from three to five times more the social value compared to their activity on Twitter. In terms of engagements, the Texans, despite ranking last on both platforms, managed to produce around 10 times more engagement on Instagram in comparison to Twitter. Engagement rates followed a similar trend across the league, with the Bengals at the top in both platforms. But again, with a fraction of the posts on Instagram as opposed to Twitter, the team’s engagement rate on the former was 10.47%, more than 9% higher than the latter. In total, the 32 NFL franchises have combined for $319,054,600 in social value across both platforms with $249M from posts on Instagram, despite the platform making up about 20% of the total amount of content shared.