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Sure, we think about goaltending, scoring, or coaching as some of the biggest factors in the success of an NHL franchise, but the job of social media manager has become a major pillar in the success of an NHL team.
Cultivating a following on social media is a big piece of how all professional sports teams are marketed. Instagram in particular is one of the most important pieces of that strategy.
Since its founding in 2010, Instagram has become one of the largest social media platforms, boasting approximately 171 million active users in the United States and an additional 19.25 million in Canada.
And while all 32 NHL teams do have an Instagram account, some have a much larger reach than others.
Here’s where all the NHL franchises stack up in their follower counts as of July 21.
The Pittsburgh Penguins currently have the most followers, by a significant margin. A million followers separate the Penguins and the next highest, the Chicago Blackhawks.
Why is this the case? Pittsburgh’s Big Three of Sidney Crosby, Evgeni Malkin, and Kris Letang rose to prominence at a very opportune time for the broader adoption of social media.
Their two most recent Stanley Cups came within six and seven years of the launch of Instagram. Additionally, much of the Gen Z user base of Instagram grew up when Crosby and the Big Three were becoming a significant force in the NHL.
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