● Covered by 1 source · 1 reportLow impact1 neutral
MLB adopts internet culture and influencer strategies to attract new fans
Key points
- MLB used an Olivia Rodrigo song in a playoff hype video.
- The video received over 2.7 million views across Instagram and TikTok.
- MLB's social media strategy targets casual fans and diverse interests.
- The league aims to increase cultural relevance and viewership.
New Social Media Approach
Major League Baseball's main Instagram and TikTok accounts posted a video featuring playoff teams set to an Olivia Rodrigo song, "My Way." This choice of music, an album track rather than a single, is a departure from typical sports highlight reels.
Audience Engagement
The video garnered over 2.1 million views on Instagram and 615,000 views on TikTok. Comments indicated that the content successfully reached a target audience, with users expressing surprise and appreciation for the unexpected combination of baseball and pop culture.
Cameron Gidari, MLB's vice president of social media and innovation, stated that the team aims for content that makes communities feel seen and acknowledges converging interests.
Strategic Shift for Growth
This social media strategy is a deliberate effort to attract new fans and address the sport's trailing viewership and cultural relevance compared to other sports. Historically, MLB's social channels focused on editorial content, game facts, and highlights.
The shift represents a move towards engaging fans with diverse interests and those who are more casual observers of the sport, aiming to make baseball more accessible to a broader audience.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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Reporting from
Major League Baseball (MLB) is using social media platforms like Instagram and TikTok, incorporating trending music and internet culture, to engage new and younger audiences. This strategy aims to broaden the sport's appeal beyond traditional fans and address declining viewership and cultural relevance.