NHL Social Media Audit
By: Gisela Cuddy
Overview
The National Hockey League (NHL) boasts a robust and vibrant social media presence, which is highly commendable on its own. Through their consistent and engaging posts, the league caters not only to die-hard fans but also ensures that their fanbase can easily follow games and live scores from all corners of the league. The content shared on their platforms presents a concise and comprehensible depiction of the gameplay, while also utilizing all social media accounts to promote various games and sponsorships, keeping its followers well-informed and enthusiastic about upcoming opportunities.
How Do NHL Social Media Platforms Compare to Those of Other Leagues?
Among the four primary professional sports leagues in North America, which include the NBA, NFL, NHL, and MLB, the NHL is the least popular in terms of viewership. One potential reason for this relates to the absence of a national broadcasting agreement in the United States. Currently, NHL games are broadcast on various networks, making it challenging for fans who wish to consistently follow and support their favorite teams. Out of these four, the NHL receives the least amount of attention and followers on social media platforms including Instagram, X, TikTok, and Facebook. In terms of overall followers across these platforms, the NHL accumulates approximately 20 million followers, with X leading the way with 6.9 million followers. However, when compared to the NBA specifically, it becomes evident that the NHL still has a long way to go in terms of social media dominance. For instance, the NBA effortlessly dominates the social media landscape, boasting an astounding 86.5 million followers on Instagram alone, which is four times the number of followers the NHL manages to accumulate as a brand.
Strengths:
As time goes on, the NHL is becoming more savvy with social media and taking cues from other leagues to attract a larger audience. The league is catering to what fans want by providing more engaging content on various platforms. Fans are interested in seeing the personal side of players, and with a new generation of stars emerging in the NHL, the league is capitalizing on this by showcasing their personalities. This strategy helps to humanize the athletes and build a connection with viewers, leading to increased viewership.
Weaknesses:
The majority of their social media channels lack originality, as they all feature similar content to one another. Looking at their X and Instagram profiles closely, it is very easy to see how alike their posts are, especially when looking at them side-to-side. It would be beneficial for them to create more unique and exclusive content for each platform to attract a larger following and inject more creativity into their posts.
Improvements
The league should prioritize the cultivation of engaged fans by leveraging popular culture and memes, particularly on platforms like TikTok where such videos have proven to be highly successful. Observing how other teams have effectively employed this tactic, it is clear that it can be a powerful tool in expanding their fanbase, particularly among younger demographics. Moreover, by inviting celebrities to attend games, the league can significantly increase viewership and engagement. Even those who may not typically be interested in hockey may be compelled to watch if there is a recognizable public figure present, thus boosting the league's following across various social media platforms. This already proved to be impactful when Justin Bieber took the spotlight and performed during the 2024 All-Star game, whose presence had a significant impact on the number of people tuning in to watch from home.