The NBA has always been a leader when it comes to digital innovation, and now teams are stepping into the conversation on Meta’s latest social media platform, Threads. As the platform gains momentum from declining engagement on X (formally Twitter), it presents an intriguing new space for NBA teams to engage their fans in more conversational and dynamic ways.

Meta launched Threads as a competitor to platforms like X, offering users a fresh, text-focused format with seamless integration to Instagram. This unique combination is especially appealing to NBA teams looking to capitalize on their established Instagram followings while exploring new ways to build community. Using Blinkfire Benchmarking, we ranked the top 10 NBA teams on Threads in terms of followers.

Multiple teams increased their ranking compared to their overall followers ranking: Boston Celtics (#7 total followers ➡️ #4 on Threads), Dallas Mavericks (#9 total followers ➡️ #7 on Threads), Brooklyn Nets (#12 total followers ➡️ #9 on Threads), and Phoenix Suns (#24 total followers ➡️ #10 on Threads).

Posts on X declined by -18.2% overall this year compared to 2023, which has opened up the door for competitors. Compared to X, the Mavericks and Bucks increased their ranking by six positions, while the Nets and Suns increased their ranking by seven positions! Teams that are getting the jump early on Threads are eating up marketshare that they do not normally get on traditional platforms compared to global teams like the Los Angeles Lakers and Golden State Warriors.

What makes Threads particularly compelling for the NBA is its ability to create direct and authentic fan engagement. Without the clutter of ads or trending noise, teams can deliver raw, unfiltered updates, behind-the-scenes content, and interact with fans through lighthearted polls, Q&As, and exclusive announcements. Check out our playlist of NBA Threads posts from the 2024-25 season and some of the featured posts below!

As the platform continues to evolve, it’s clear that NBA teams see Threads as more than just another social media outlet—it’s an opportunity to cultivate meaningful fan relationships. The move to Threads is yet another reminder that the teams always need to be forward-thinking and adapting when it comes to social media. It will be fascinating to see how teams continue to innovate and leverage the platform to bring fans closer to the game.

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Written by Parker Swartz
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December 18, 2024
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