Charles Ingel - Wednesday, 22 May 2024 - FeaturesAs the playoffs come to an end, the competition between the teams goes beyond the ice and into the digital realm to social media, where teams compete for the most passionate and engaged fanbase. There is no better way for a team to showcase its large and loyal fanbase than through social media engagement. We have collected data for the 16 teams that made the playoffs, taking a look at the engagement across Instagram, TikTok, Twitter, and YouTube.
We have ranked all the teams by their total number of fans, using the combined total across Instagram, TikTok, Twitter, and YouTube.
The Leafs showcase a stellar digital presence across the board. Despite this, they were eliminated in the first round of the playoffs by the Bruins. The social media platforms all perform well all around, excelling in the largest city in the home of hockey.
The Bruins retain a dynamic presence throughout, particularly on Instagram and TikTok. Here, they constantly engage a devoted fan base with inventive content such as player highlights and behind-the-scenes footage. Their social media networks act as a thriving hub for Bruins fans, providing a regular communication link, especially during their successful run to the second round.
The New York Rangers, as one might expect from a team from the Big Apple, continue to be one of the best-performing teams on social media. The Rangers use their large social media following across multiple channels, showcasing the excitement of game days and important club developments. Their path to the conference finals has served as a rallying point for the community, thrilling their massive fan base and boosting engagement.
The Canucks are active across multiple channels and have a sizable fanbase. Their most successful engagement performances come from TikTok and YouTube, where they share unforgettable moments from the season with their fans. This season, they were eliminated in the second round by their fellow Canadians, the Oilers, who they outperform on Tiktok, but not on YouTube.
The Capitals are known for engaging content on TikTok, featuring fan favorites and key players in posts that resonate deeply with their audience. Even after a first-round exit, they've kept the team spirit high on social media, celebrating the season's achievements and maintaining strong fan engagement.
The Oilers dominate the opposition when it comes to YouTube engagement, blending game highlights with detailed analyses and exclusive interviews. Their sensational performance in eliminating the Canucks in the second round and making it to the conference finals has been a particular highlight which the fans will be delighted by.
From down south in Texas, The Dallas Stars' social media channels are rich with content that spans game highlights to player interviews. Their advance to the conference finals has been a source of excitement, despite their lower engagement figures than some. Will their recent success help to drive engagement further?
The Kings perform particularly well on YouTube, sharing updates, player features, and team news. Despite a first-round playoff exit, their social media channels continue to strengthen the bond with their fans. They were knocked out by one of the handful of teams outperforming them on engagement - the Oilers.
Despite exiting early in the playoffs at the hands of their local rivals, the Lightning keeps their social media buzzing with content that celebrates the team's spirit. They highlight memorable moments and season highlights. They will be optimistic that their supremacy on social media over the Panthers will translate into overcoming the Lightning next season.
The Avalanche’s run was ended by Dallas in the second round. They outperform the Stars across social media, the mountains of Colorado being more natural hockey territory than the Texas sun. Avalanche performs well across social media, particularly with high engagement on YouTube. The team has provided fans with great content that celebrates the team's successes this season and fosters a deep connection with the fan base.
After their first-round elimination by the Canucks, the Golden Knights have continued to actively engage with their fans on social media and shared clips from and inside stories from their successful season. Despite being one of the younger teams in the NHL, They perform well when it comes to fan engagement, particularly on YouTube.
The Jets did not have a great run this playoff season, after being eliminated by the Avalanche in the first round. The Jets lag on engagement on social media compared to the Avalanche, but perform pretty well when it comes to TikTok engagement
The Hurricanes have a dynamic presence on social media, especially on TikTok and Twitter, where they share content that resonates well, keeping community involvement. They don’t capitalize so well on YouTube, however. Following their playoff run to the second round, they have had a lot to show on their channels.
The Islanders have a smaller social media following than their local rivals, the Rangers. Despite this, they are dedicated to strengthening their connection with fans through Twitter and YouTube. Despite a first-round exit against Carolina, their focused social media efforts aim to keep the fan base engaged, connecting the team's forward-looking goals and the ongoing support of their fans and offering detailed analyses and team news through their successful run this season.
The Predators have a little work to do when it comes to boosting their engagement figures. Their smaller social media following means they can communicate more actively with fans. They may be a little disappointed by their first-round exit, but a successful run this season will no doubt help them.
Despite being one of the smallest teams in the NHL in terms of their social media following, the Panthers are enthusiastically active on TikTok, showing off their team's personality. The Panthers have enjoyed a fantastic run this NHL season and in the Stanley Cup, where they will face the Rangers in the Eastern Conference Final. Will their great run will boost their engagement?
The data was obtained by looking at the social media profiles on the May 20, 2024.
| Team | Instagram Followers | TikTok Followers | TikTok Likes | Twitter Followers | Youtube Subscribers | Youtube Views | Total Subscribers/Followers | Total Likes/Views |
| Boston Bruins | 1.7M | 468.7k | 10.8M | 1.6M | 42.3k | 5.5M | 3.81M | 16.3M |
| Florida Panthers | 427k | 150.7k | 3M | 465.2k | 66.9k | 2.3M | 1.11M | 5.3M |
| Tampa Bay Lightning | 772k | 265.9k | 8M | 852.2k | 30.1k | 5.8M | 1.92M | 13.8M |
| Toronto Maple Leafs | 1.4M | 627.3k | 15M | 2.1M | 142k | 85M | 4.27M | 100M |
| Carolina Hurricanes | 523k | 228.3k | 6.2M | 584.2k | 18.1k | 357k | 1.35M | 6.56M |
| New York Islanders | 460k | 125,2k | 2M | 605.1k | 7.55k | 923,4k | 1.2M | 2.92M |
| New York Rangers | 1.3M | 598.2k | 11.6M | 1.5M | 52.4k | 16.6M | 3.45M | 28.2M |
| Washington Capitals | 975k | 385.6k | 10.3M | 811.9k | 57.9k | 17.3M | 2.23M | 27.6M |
| Colorado Avalanche | 767k | 298.8k | 8.6M | 674.8k | 52.4k | 12.4M | 1.79M | 21M |
| Dallas Stars | 621k | 246.2k | 3.3M | 1.1M | 31.6k | 322.9k | 2M | 3.62M |
| Nashville Predators | 477k | 84.4k | 929.3k | 653.4k | 6.9k | 610.2k | 1.22M | 1.54M |
| Winnipeg Jets | 482k | 365k | 6.4M | 595.6k | 29.3k | 5.1M | 1.47M | 11.5M |
| Edmonton Oilers | 863k | 255.8k | 2.6M | 980.5k | 79.2k | 48M | 2.18M | 50.6M |
| Los Angeles Kings | 720k | 131.7k | 1.6M | 1.1M | 43.5k | 24.7M | 1.99M | 26.3M |
| Vancouver Canucks | 716k | 338.1k | 8.5M | 1.1M | 119k | 24.8M | 2.27M | 33.3M |
| Vegas Golden Knights | 827k | 203.1k | 1.5M | 572.7k | 36k | 6.3M | 1.64M | 7.8M |
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