@NBA Instagram

ABOUT THIS ENTRY

@NBA on Instagram engages 90M fans every day with our unique content that fosters and grows the worldwide basketball community. We push the sports industry forward by providing our audience access to the best on and off-court moments around the league.

How does this represent "Excellence in Engagement"?

The NBA surpassing 90M followers shows how our account captivates the basketball fandom, as we lead in the community in sharing timely highlights and relevant storylines. Not only do we have record views and engagement, but our account continues to adapt in the social media space and evolve with what users want to see, such as Creator content.

We look to push the boundaries of what is possible on our account by testing new features and collaborating with other accounts. Creators with followings of all sizes are featured throughout the year, from Emirates NBA Cup action to Finals and NBA All-Star.

Additionally, @NBA consistently tests new features and updates (Broadcast channels, Collabs, Polls, “Add Yours,”) to grow the basketball community and make sure fans feel included in our league. We work to deliver the best access in a timely fashion and lean on teams, players, talent and Creators to amplify our engaging NBA storylines.

Objective

At the NBA, our goal is build the best content experience for the global game of basketball. We interact with fans on a daily basis to provide them with exclusive access to the most talented athletes in the world and making sure they are included in the basketball conversation, to celebrate the best stories and achievements around the league.

We use Instagram platform features such as Reels, Carousels, Broadcast Channels, Stories, Highlights and more to ensure our content is published in the most unique and impactful way possible. Our account encompasses and represents the players, coaches, talent, creators and fans that make our league so popular and successful. Our strategic use of the collabs function with other accounts allows our content to reach even more fans around the world.

We have actively been working with creators more than ever on Instagram and in the past year we have leveraged collab posts with over 40 different creators which have generated over 700M views. Our work with Tristan Jass continues to be incredibly successful as his trick shots posts at major tentpole events have produced 244M views on Instagram.

Strategy & Execution

The @NBA on Instagram has surpassed 90M followers worldwide, underscoring the best moments, players and relevant news surrounding the league everyday. Sports fans are increasingly gravitating to creators who are developing original content and highlighting various teams, players and storylines. Our collaboration with these basketball creators brings fans closer to the game as they can interact closely with other fans.

We have established a strong Reels presence on Instagram as our fans continue to consume vertical content across all platforms. Our account delivers the best behind the scenes access to players, their teams and their fans. In addition to game coverage during live events, @NBA Reels share locker room access, player sound, postgame moments and off-court actionWe want our audience to feel immediately connected to the basketball community when they’re on Instagram.

Organizations

• NBA

Links

•   Instagram

Credits

Bob Carney
Senior Vice President, Social and Digital Content
NBA

Ashley Atwell
Vice President, Social and Emerging Media Lead
NBA

Justin D'Apolito
Senior Director, Social Content Lead
NBA

Samantha Linczyc
Manager, Social Content Meta Platforms
NBA

Jim Poorten
Senior Manager, Social Content Publishing
NBA

Adam Fedorko
Vice President, Social and Digital Content Creation
NBA

Jake Freeman
Director, Social Content - Content Planning
NBA

Adam Brody
Manager, Social and Digital Content Creation
NBA

Anthony Ottomano
Manager, Social and Digital Content Creation
NBA

Maggie O’Rourke
Director, New Media Partner Management Lead
NBA

Carly Nevis
Manager, DTC and Vertical Content Creation
NBA

Jenny Fischer
Senior Manager, On-site Content Creation Lead
NBA

Peter Richter
Senior Director, Social and Digital Content Design Lead
NBA

Jerry Jones
Senior Manager, Social and Digital Content Design
NBA

Jay Wallace
Senior Manager, Digital Content Design
NBA

Kevin Esteves
Vice President, Digital Strategy and Analytics
NBA

Iveta Karapetian
Senior Director - Digital Strategy and Analytics
NBA

Yisel Taveras
Manager, Digital Content Analyst
NBA