Ahead of tonight's NL Wild Card matchup, the Dodgers more than double the follower count of the visiting Cardinals across Instagram and Twitter (5,108,658 to 2,234,236). However, the Cards managed to generate almost triple the social value on their postseason qualification post compared to their opponent. According to data from Zoomph analyzed by SBJ Atlas, the Cardinals gained $152,725 across both social platforms from their Sept. 29 posts highlighting their playoff-clinching victory, despite being given only a 2.8% chance to qualify earlier in the season. MLB also found the matchup profitable on social media, producing $90,614 in value on matching posts for Twitter and Instagram.
| INSTAGRAM POSTSEASON ANNOUNCEMENT POSTS |
| TEAM |
SOCIAL VALUE |
IMPRESSIONS |
ENGAGEMENT RATE |
| Cardinals |
$97,814 |
761,435 |
12.06% |
| Dodgers |
$59,638 |
684,159 |
8.90% |
| TWITTER POSTSEASON ANNOUNCEMENT POSTS |
| TEAM |
SOCIAL VALUE |
IMPRESSIONS |
ENGAGEMENT RATE |
| Cardinals |
$54,911 |
1,743,762 |
1.52% |
| Dodgers |
$5,230 |
329,222 |
1.16% |
To see how teams across the MLB and other major sports around the world are faring on social media, check out SBJ Atlas.
