On the field, the Detroit Lions are as tough as they are innovative. Off the field, Ben Johnson’s creativity flows from the sideline to social media, offering a level of anticipation and connection almost as powerful as Lions fans lifelong fandom. While it’s hard to duplicate the energy and buildup of an NFL kickoff, the Lions social media team is proving the game doesn’t end as soon as the clock hits zero, and if it’s possible, it’s part of the reason the fanbase is as close to this team as ever.
Immediately following a Lions game, especially after a win, the Lions social media team spends the next several hours and days taking fans inside the tunnel, locker room, and so many places in between. Dan Campbell’s post game locker room speeches have even garnered widespread interest on the national level, with several prominent media personalities waiting patiently to share the video to their network as well.
Locally, if you’re on Instagram or X in the hours and days following a Lions win, your stories and feed are flooded with not only unique and custom video/graphics content emanating from the official Detroit Lions channels, but so many friends and connections are sharing it themselves. You’ll routinely see commentary on a quote tweet or a post shared to a story writing “LFG!” And “I could not love this team more!” The content flows everywhere from post game to highlights to record breaking moments to victory Monday coffee runs.
Research underscores the power of social media in strengthening fan-team relationships. A 2023 study by Nielsen Sports found that 76% of sports fans feel more connected to their favorite teams through social media, with 63% stating that behind-the-scenes content enhances their loyalty. For the Lions, this translates to increased ticket sales, higher merchandise revenue, and an ever-growing online community.

The easy response to all of this is to say of course people are resonating with and reacting to this team in this manner because we’ve waited our whole lives for it! And that’s true. We also just happen to be being provided with an elite NFL team at a time in the world when content on social media creates a community and excitement never seen before.
This is truly the first time Detroit sports fans specifically have had a great, winning team in the all hands on deck social media content era. Dating back to the Red Wings Stanley Cup runs in the late 90’s and early 2000’s, the Pistons championship in 2004, and the Tigers run from 2006-2014…the only way to voice your excitement and consume content was by calling into a radio program or just reading a recent article…but the comment section was non-existent and there wasn’t a space to share it in a matter of seconds.
The emotions that consume a sports fan when your team is putting on for the city is an attachment you remember for the rest of your life. Without social media would this brand of Lions football, this coach, this city, be absolutely bonkers just the same? There’s no doubt everyone would be heavily invested in finally, and hopefully, seeing a Lions team win a championship. But is there any doubt that this experience is BETTER because we get that inside look at this team and their personalities? That it’s better because all of us across so many social media platforms get to brag and share in it together? It’s really not much of a debate. And as much content as the Lions social media team is pumping out you could make the case that fans, the city of Detroit, and football fans nationally, want even more of this team.
The Detroit Lions’ social media success demonstrates the potential of digital platforms to create lasting emotional connections. By prioritizing authenticity, engagement, and fun, they have turned their online presence into a key driver of fan loyalty. As they continue to innovate, the bond between the Lions and their fans is sure to grow stronger with every post, story, and tweet.
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