Top U.S. Social Media Favorites Share a Unique Trait in Common

Signing LeBron James isn't just a smart move for sports teams wanting a social media boost – it's a guaranteed success. The Los Angeles Lakers, with the King on their roster, have the most followers across social media platforms compared to any other U.S. pro sports franchise, as per a recent report from STN Digital. Even James' former teams, the Cleveland Cavaliers and Miami Heat, are fourth and fifth in overall audience respectively, years after his departure.

NBA teams dominate the top of the overall list, claiming the top seven spots, followed by the NFL's Dallas Cowboys, the NFL's New England Patriots, and MLB's New York Yankees. The Cowboys still lead in team valuations, while the New York Knicks are fourth in franchise value despite being 18th in social following.

The report showcases the stickiness of online fandom. The Golden State Warriors come in second with 62 million followers, and the Chicago Bulls enjoy third place due to their dynastic run in the 1990s. Interestingly, not a single spot in the top 10 changed from 2024, and MLS teams were not included.

According to STN Digital CEO David Brickley, the NBA is a global game, and championship runs give teams followers for years to come. James stands alone among players, having more Instagram followers than the next six most popular NBA stars combined. A whopping 30% of U.S. sports fans reported starting to root for a new team because of a specific athlete, further showcasing players' modern power.

However, it's not just about having a massive audience. Brickley revealed that a massive audience can turn into a negative if those people aren't engaging frequently with content, leading the algorithm to assume the team's output is uninteresting. The new paradigm has made it easier for younger brands, new athletes, and fresh sports to quickly find massive followings.

While the audience rankings remain steady, there was more movement in STN's tracking of engagements per post. The Lakers still led the way, but the Los Angeles Dodgers jumped four spots to No. 2, and the Detroit Lions leapt 23 spots to No. 6. Teams with the highest engagement are the ones that stay on top of trends, remix their top moments, tap into pop culture, and publish timely, relevant content.

STN Digital also analyzed top-performing individual pieces of content across sports, revealing four of the top 15 NFL highlight videos with on-screen text tracked all featured Saquon Barkley's backward hurdle over a Jaguars defender. Highlights continue to garner eyeballs, even on platforms that serve up clips days after the moment transpired. Other high-performing formats included player prompt videos that spotlight athlete personalities and celebrity or influencer-related posts. Top teams have separated themselves by excelling on more than one site.

Though TikTok's future remains uncertain, the vertical video app dominated the charts, with 30 of the 50 most engaged-with posts. Teams are increasingly shifting resources and posts from Twitter to TikTok, recognizing its potential for capturing millions of young followers. Staying ahead of the curve in social media is crucial for teams aiming to maintain and grow their audience footprint.

(This story has been updated in the fourth paragraph to clarify that MLS teams were not included in the report.)

Enrichment Data:

The social media presence of sports teams varies significantly across different leagues, influenced by factors such as championship runs, individual players, and demographic appeal.

Comparison Across Leagues

College Softball vs. Baseball: Softball has shown a strong social media presence among younger demographics, with 82% of its followers under 34 compared to 43% for baseball. LSU Softball leads with 445,000 followers, outpacing LSU Baseball and other top programs.
Soccer: Soccer fans are more receptive to sponsors, and the sport's fanbase in the U.S. has grown by 31% over two years, reaching 46.9 million fans. The upcoming 2026 World Cup is expected to further boost interest by 62%.
WNBA: While specific social media figures aren't highlighted, the WNBA aims to attract new fans, with strategies focused on reaching over 17 million new fans in 2025.

Impact of Championship RunsChampionship runs can significantly boost a team's social media following. Successful teams often see spikes in engagement and follower growth during playoffs and finals.

Impact of Individual PlayersIndividual players can dramatically influence a team's social media presence. Well-known players with strong personal brands can attract millions of followers, which in turn can boost the team's overall following and engagement. For example, players like Cristiano Ronaldo in soccer have over 1 billion followers across platforms, demonstrating the immense impact individual athletes can have on social media.

In the world of sports, NBA teams have a remarkable presence on social media, with the Los Angeles Lakers leading the pack, followed by the Golden State Warriors and Chicago Bulls.
Interestingly, the social media popularity of sports teams isn't limited to the NBA. For instance, college softball programs have shown a strong following among younger demographics, such as LSU Softball with 445,000 followers, surpassing their baseball counterparts.
The importance of individual players in boosting a team's social media presence is evident, as players like LeBron James, Cristiano Ronaldo, and Saquon Barkley have massive followings that can attract new fans to their teams.