Abstract
Social media has become a primary tool for National Football League (NFL) teams to engage their fans, push out both informative and creative content, cultivate an online brand presence, and meet the organization’s business goals. The Baltimore Ravens have been working toward having a stronger social media presence, specifically by posting more videos on Instagram; the team posted 72 more Instagram videos in the 2018 season than the 2017 season. This paper determines which content, mechanical, and contextual attributes of Baltimore Ravens videos attract the most views on Instagram. We manually-collect data from 497 Ravens Instagram videos, divide the video attributes into three categories, and analyze which attributes are most significant in this dataset using advanced numerical techniques. We use this novel dataset to conclude that game highlights and videos with Lamar Jackson in them result in a boost in views, while a higher number of cuts and game trailers perform significantly poorly in comparison. NFL teams can use the findings from this research for their Instagram strategies in order to engage their fans in the most visually optimal way. This is the first research paper to explore novel video data, hand-collected from an NFL team’s Instagram.
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