Social Media Support Grows Strong for the Baltimore Ravens

In the digital age, a team’s fanbase isn’t just measured by stadium attendance—it’s seen in the likes, shares, and conversations that fill social media feeds. For the Baltimore Ravens, 2024 has been a year of explosive growth in social media support, with fans turning platforms like X (Twitter), Instagram, and TikTok into virtual rallying grounds. From viral highlight reels of Lamar Jackson’s scrambles to fan-organized charity drives, the Ravens’ online community has grown stronger than ever, reflecting both the team’s on-field success (a tie for the AFC top seed) and its off-field commitment to Baltimore. Social Media Support Grows Strong for the Baltimore Ravens explores the key drivers behind this surge, the most impactful fan-led campaigns, and how the team has leaned into digital engagement to deepen its connection with supporters.

One of the biggest catalysts for the Ravens’ growing social media support is the viral success of fan-created highlight content, which turns game moments into shareable stories that resonate beyond diehard fans. On TikTok, for example, a 15-second clip of Keaton Mitchell’s 72-yard touchdown run against the Arizona Cardinals—set to a remix of Baltimore-native rapper 2 Chainz’s music—garnered over 5 million views in three days, with thousands of users commenting, “Purple Reign is real!” and “Ravens running game is unstoppable.” Similarly, on X, a fan-edited video of Roquan Smith’s game-sealing interception against the Buffalo Bills, paired with a voiceover from local sportscaster Scott Garceau, was retweeted by the Ravens’ official account and shared by players like Jackson. “Fan content is the heart of our social media presence,” said the Ravens’ digital media director in a recent interview. “It’s authentic, it’s passionate, and it brings new fans into the fold.” Social Media Support Grows Strong for the Baltimore Ravens notes that this organic content has helped the Ravens reach younger audiences—72% of TikTok users who engaged with Ravens content in 2024 are under 30, a 23% increase from 2023.

Another driver of the Ravens’ social media growth is player engagement, as stars like Jackson, Mark Andrews, and Odell Beckham Jr. (OBJ) use their personal accounts to connect with fans in casual, relatable ways. Jackson, who has 4.2 million followers on Instagram, often posts behind-the-scenes clips of practice, Q&As with fans, and even footage of him playing video games with teammates—humanizing him beyond his on-field persona. In October, he launched the #LamarChallenge, asking fans to post videos of themselves practicing their football skills; the hashtag generated over 100,000 submissions, including clips from kids in Baltimore rec centers and military veterans. OBJ, meanwhile, uses his TikTok account to share fashion tips and charity work, like his recent visit to a local food bank with the Ravens Foundation. “When players take time to interact, it makes fans feel like part of the team,” said Sarah Miller, a Ravens fan from Towson who had her Q&A question answered by Jackson. Social Media Support Grows Strong for the Baltimore Ravens emphasizes that this player-fan connection isn’t just feel-good—it’s strategic, as it turns casual followers into loyal supporters who tune in for games and advocate for the team online.

For the Baltimore Ravens, social media has also become a powerful tool for amplifying their community impact, turning fan support into real-world change and strengthening ties to the city. In November, the team launched the #RavensGiveBack campaign on Instagram, encouraging fans to donate to local charities (like the Maryland Food Bank and Boys & Girls Clubs) and share their volunteer stories using the hashtag. The response was overwhelming: fans raised over $250,000 in two weeks, and over 5,000 posts tagged #RavensGiveBack, showing fans packing meal kits, tutoring kids, and cleaning up city parks. The Ravens’ official account highlighted standout stories, like a group of fans who organized a toy drive for Baltimore Children’s Hospital, featuring photos of players like Andrews delivering the toys. “Social media lets us turn our fanbase’s passion into action,” said the Ravens Foundation’s executive director. For the Baltimore Ravens, this campaign didn’t just boost charity efforts—it reinforced the team’s identity as a pillar of the Baltimore community, making fans proud to support a franchise that gives back. Social Media Support Grows Strong for the Baltimore Ravens explores how this alignment of team values and fan action has deepened loyalty, with 83% of fans surveyed saying they feel “more connected” to the Ravens because of their community work shared online.

The Baltimore Ravens’ social media team has also leaned into real-time engagement during games, turning live moments into interactive experiences that keep fans involved—even if they can’t attend in person. During the Ravens’ Week 14 overtime win against the Los Angeles Rams, the team’s X account hosted a live chat with former player Ray Lewis, who commented on plays as they happened and answered fan questions. The chat had over 200,000 participants, with fans tweeting reactions like “Ray’s analysis is fire!” and “This makes watching alone feel like a party.” On Instagram Stories, the team ran a “Predict the Play” poll during each drive, letting fans vote on whether the Ravens would run or pass; the polls averaged 50,000 votes per game, and the team shared results in real time. For the Baltimore Ravens, this real-time engagement has boosted viewership—fans who participated in game-day polls were 37% more likely to watch the entire game, according to internal data—and created a sense of camaraderie among fans watching from home. Social Media Support Grows Strong for the Baltimore Ravens notes that this strategy has also helped the Ravens stand out in a crowded NFL social media landscape, where teams often rely on pre-recorded content instead of live interaction.

Finally, the Baltimore Ravens’ growing social media support has had a tangible impact on the team’s brand reach and playoff momentum, turning local fans into a national (and even global) community. This season, the Ravens’ social media accounts have gained over 1.2 million new followers across platforms, with 28% of new followers coming from outside Maryland—including fans in Canada, the UK, and Japan, drawn to Jackson’s highlight reels and the team’s underdog-to-contender story. During the Ravens’ Week 10 win over the Kansas City Chiefs, the hashtag #RavensNation trended in 12 countries, with fans from as far as Australia tweeting, “I’m staying up until 3 a.m. for this—worth it!” As the playoffs approach, the team’s social media team is doubling down on this global outreach, sharing content in Spanish and creating “Ravens 101” videos for new fans. For the Baltimore Ravens, this expanded reach isn’t just about numbers—it’s about building a loyal fanbase that supports the team through every win and loss, both online and off. Social Media Support Grows Strong for the Baltimore Ravens concludes that in 2024, social media hasn’t just been a way to share news—it’s been a way to build a community. As the Ravens chase a Super Bowl, their growing digital support will be right there with them, cheering louder than ever.