Major League Baseball is actively trying to connect with a different kind of audience by shaking up its approach on platforms like Instagram and TikTok. As the postseason got underway, the league’s official social media accounts shared a highlight reel set to an album track by pop star Olivia Rodrigo. The post quickly resonated with casual followers, gathering millions of views and showing a deliberate pivot in how the sport presents itself online.
Adapting to Modern Social Media Algorithms
Cameron Gidari, MLB’s vice president of social media and innovation, explained that the social team consciously shifted from traditional, stats-heavy baseball content to the tone of overall fandom. Because baseball is famously rich in history and statistics, it can often feel intimidating for newcomers to follow. To combat this, the league’s English- and Spanish-language social accounts began incorporating pop culture references, featuring celebrities attending games, and splicing athletic highlights with trending music.
Gidari noted that aggressive changes in social media algorithms required the league to rethink its posting strategy, noting that recommendation-based feeds mean traditional followers might not otherwise see team updates. This broader approach helped MLB accounts rack up a record 19.1 billion views during the regular season.
Collaborating With Content Creators
A major part of this digital strategy involves embracing influencers and content creators across the internet. Rachel Richter, director of influencer strategy, stated that the league has tapped 400 creators who produced 3,800 pieces of content this year alone. During the postseason, MLB stationed content creators at every single game and expects to have up to 100 creators at the World Series.
This openness marks a significant change from previous years. As recently as 2024, creators faced strict copyright takedowns for breaking down games. However, Commissioner Rob Manfred acknowledged in 2025 that the league previously mishandled that portion of the fanbase, prompting a reversal that included acquiring a stake in viral creator Jimmy “Jomboy” O’Brien’s media company and forming a TikTok partnership that grants creators access to league archives.
The league has also started inviting creators to regular-season games, expanding past traditional sports influencers to work with lifestyle, fashion, food, gaming, and family creators. Richter explained that bringing these figures to stadiums allows them to blend baseball into their usual content, drawing in individuals who might attend a game simply to try new food or wear a specific outfit.
While MLB is building on the momentum of a successful 2025 season that saw high international viewership and strong World Series ratings, the league faces an uncertain future ahead. The collective bargaining agreement between team owners and the MLB Players Association is set to expire in December, threatening a potential player lockout and a shortened 2027 season if a deal is not reached in time.
