Full NHL Instagram Analysis

Here’s my mega thread of every @NHL team’s strengths and weaknesses on @Instagram in 280 characters.

Keep in mind this is a quick hit, if you want more details my DMs are open!

ER= Engagement Rate

Enjoy :)

@AnaheimDucks
Followers: 336K
ER: .82%

Love:
•Shows how valued fans are
•Wallpaper wednesday & community Story Highlight

Improve:
•Graphics are a too similar & get lost in the feed
•Up creativity of in game stories. Use quick templates/splashes of color/various fonts

@ArizonaCoyotes
Followers: 275K
ER: 1.38%

Love:
•Photography story highlight is crisp
•No final score/pre-game graphics in feed, simple

Improve:
•Cool stories highlight ideas, like playlists and all-access but hardly any/no content in them
•Show more fan focused content

@NHLBruins
Followers: 1.3m
ER: .44%

Love:
•Consistency of 50th Anniversary theme
•Players pets series
•Variety yet consistency in graphics

Improve:
•Need more story highlights - 2 ain’t cutting it

@BuffaloSabres
Followers: 374K
ER: .97%

Love:
•Sponsors tastefully incorporated into graphics
•Fun content: Sabres Bunch & retro trading card

Improve:
•Eichel is a star, but want to see more players shine on the IG
•Consistency. Feed feels jumbled, too much variation

@NHLFlames
Followers: 398K
ER: 1.44%

Love:
•Consistent while still having a wide range of content
•Uses goal highlight videos instead of final score graphics

Improve:
•Showcase why fans should come to games
•Add story highlights & update bio! - first impressions are key

@Canes
Followers: 337K
ER: 3.32%

Love:
•All content has a specific purpose which makes it more engagement
•Final score graphic puts heavy focus on photography

Improve:
•IG Story Highlights please! I want to see that limitless creativity

@NHLBlackhawks
Followers: 1.3m
ER: .54%

Love:
•Story highlights draw attention to other platforms like youtube & podcast
•Heavy focus on the community

Improve:
•More creative copy. The team has a lot of personality & I’d like to see that come out in captions

@Avalanche
Followers: 447K
ER: .93%

Love:
•Photography tells a story within each image
•Strong focus on individual players personalities

Improve:
•Too many story highlights, a lot of them could be condensed to make it easier to navigate

@BlueJacketsNHL
Followers: 360K
ER: 1.23%

Love:
•All around clean feed with graphics that pop!
•Great job of incorporating pop culture in feed to drive engagement

Improve:
•Are this many teams not capitalizing on story highlights?

@DallasStars
Followers: 445K
ER: .99%

Love:
•Creative ways to incorporate sponsors in feed

Improve:
•Feed feels too video heavy - some of these would be better suited for other platforms

@DetroitRedWings
Followers: 760K
ER: 1.32%

Love:
•Fresh and clean feel throughout the feed. Simplicity is key

Improve:
•Fantastic job of in-game IG stories that, I would love to see some highlights which capture that

@EdmontonOilers
Followers: 638K
ER: 1.12%

Love:
•Content covering all of their players. No one is the main focus or star

Improve:
•Why is Orville Redenbacher your sponsor on birthday posts? Sponsor on posts regarding players favorite movies or “popcorn” matchups

@FlaPanthers
Followers: 239K
ER: .49%

Love:
•Crisp in-game pictures with final scores included in the captions

Improve:
•As a team that struggles with attendance, the IG feed should showcase why fans should come to games. IG stories would be a great way to do this

@LAKings
Followers: 640K
ER: .44%

Love:
•Food of the game highlight - more teams should be doing this
•Fantastic job staying up to date on trends & incorporating pop culture into the feed

Improve:
•Highlighting fans enjoying themselves at games and events

@mnwild
Followers: 426K
ER: 1.24%

Love:
•Clean and easy to read graphics
•Consistent and easy to scroll

Improve:
•More community driven content as Minnesota is the state of hockey

@CanadiensMTL
Followers: 676K
ER: .48%

Love:
•Best birthday graphics in the league. Simple, clean and all the spotlight is on the player.
•Clean and simple graphics with equal mix of content

Improve:
•Getting involved with more trends to help drive engagement

@PredsNHL
Followers: 676K
ER: 1.20%

Love:
•Great all around dog content

Improve:
•Some of the photos look VERY similar or repeat in the feed.
•Would love to see more video mixed into the feed

@NJDevils
Followers: 331K
ER: .84%

Love:
•Clean look and feel, simplicity is key
•Membership IG story highlight - shows people why fans need to be season ticket holders

Improve:
•Slight over posting for IG, some content would be better suited for twitter or as a IG story

@NYIslanders
Followers: 339K
ER: .35%

Love:
•A lot of various content. Really thinking outside of the box
•Good incorporation of team dog & fans/community

Improve:
•Gear graphics for instagram. Some of them are wordy/difficult to read

@NYRangers
Followers: 1m
ER: 1.51%

Love:
•Simple, clean, classic
•Every image tells a story and photography has the spotlight with minimal graphics adding a pop

Improve:
•Would love to see IG story highlights regarding community, fans, arena, history etc

@Senators
Followers: 297K
ER: 1.16%

Love:
•Variety of content while staying consistent
•Great fan appreciation, fans 1st is so important!

Improve:
•More IG story highlights, would love to see more community/arena centric highlights

@NHLFlyers
Followers: 609K
ER: 1.33%

Love:
•Well organized IG story highlights

Improve:
•Would like to see more in-game photography

I love the marketing behind Gritty & the voice the Flyers have given him. However, I’d like to see some players have the spotlight.

@penguins
Followers: 1.5m
ER: .55%

Love:
•Tik Tok link in bio!!!
•Clean, consistent graphics and photos that tell a story

Improve:
•Highlight fans/community more

@SanJoseSharks
Followers: 524K
ER: .86%

Love:
•Make-a-Wish Highlight
•Consistent theme and great use of the teal to make everything eye catching

Improve:
•More rink pup content - dogs help drive engagement

@StLouisBlues
Followers: 618K
ER: .89%

Love:
•So much fan appreciation!

Improve:
•Video heavy, push that content to other platforms