Social Media Clips Go Viral for the Baltimore Ravens Plays

In the age of short-form video, a single electrifying play can transcend the football field—spreading across social media, sparking memes, and uniting fans worldwide. For the Baltimore Ravens, the 2024 season has been a masterclass in creating these viral moments: from Lamar Jackson’s gravity-defying runs to Derrick Henry’s bone-crushing touchdowns, clips of the Ravens’ most spectacular plays have amassed billions of views across TikTok, Instagram, X (Twitter), and YouTube. These viral clips aren’t just entertainment—they’re a powerful tool for growing the Ravens’ brand, engaging casual fans, and reinforcing “Ravens Nation” as one of the NFL’s most passionate communities. Social Media Clips Go Viral for the Baltimore Ravens Plays explores the most iconic viral moments of the season, the platform-specific strategies driving their spread, and how these clips have become a defining part of the Ravens’ identity in 2024.

Social Media Clips Go Viral for the Baltimore Ravens Plays first highlights Lamar Jackson’s Week 8 “escape and score” run—a clip that became the most-watched NFL play of the season on social media. Late in the third quarter against the Buffalo Bills, Jackson faced a third-and-7 from his own 25-yard line. As three Bills defenders closed in for a sack, he spun out of a tackle, sprinted past the line of scrimmage, and outraced the Bills’ secondary for a 75-yard touchdown. The Ravens’ social media team posted a 15-second clip of the play to TikTok within 60 seconds of the score, adding a trending hip-hop track and the caption, “When Lamar decides the game needs a highlight 🐐.” The clip went viral overnight: it gained 10 million views in 24 hours, 35 million views in a week, and was shared by celebrities like LeBron James and Drake. On Instagram, the clip’s “Reels” version earned 22 million views, while on X, it was retweeted 120,000 times and liked by 500,000 users. “That play perfectly captures what makes Lamar special—his athleticism, his creativity, and his ability to turn a broken play into magic,” said Sarah Miller, the Ravens’ social media director. “We knew it would resonate, but the response exceeded our wildest expectations.” The clip also boosted engagement with the Ravens’ accounts: their TikTok following grew by 150,000 in the week after the play, and ticket sales for the next home game increased by 20%.

A deeper look at the Ravens’ viral success reveals platform-specific strategies that tailor clips to each app’s unique audience—ensuring maximum reach and engagement. On TikTok, the Ravens focus on fast-paced, music-driven clips (15-30 seconds) that highlight individual athleticism: think Keaton Mitchell’s speed drills, Jackson’s dance celebrations, or Jadeveon Clowney’s sack celebrations. For example, a TikTok clip of Mitchell’s 42-yard jet sweep against the Cincinnati Bengals, set to a viral pop song, gained 8 million views by leaning into TikTok’s love for “speed” and “reaction” content. On Instagram Reels, the team emphasizes storytelling: a 45-second clip of Derrick Henry visiting a local youth football team, followed by footage of his game-winning touchdown later that day, earned 15 million views by blending on-field action with off-field heart. On X, the Ravens prioritize real-time, game-altering plays: a clip of Roquan Smith’s game-sealing interception against the Pittsburgh Steelers was posted within 30 seconds of the play and became the top-trending NFL post of the week, with 40 million impressions. “Each platform has its own language,” Miller explained. “TikTok users want energy and music; Instagram users want emotion and context; X users want speed and relevance. We don’t just repost the same clip everywhere—we edit and frame it to fit what each audience loves.” This tailored approach has made the Ravens one of the NFL’s most followed teams on social media: they now have 4.2 million followers on Instagram, 2.8 million on X, and 1.5 million on TikTok.

A defining aspect of Social Media Clips Go Viral for the Baltimore Ravens Plays is how fan-generated content (FGC) amplifies the team’s viral reach—turning casual viewers into active contributors to the Ravens’ narrative. When the Ravens post a highlight clip, they encourage fans to create their own versions using team hashtags like #RavensHighlights and #RavensNation. For example, after Jackson’s Week 8 touchdown run, fans posted “reaction videos” of themselves screaming at their TVs, “meme edits” comparing Jackson to superheroes, and even “dance challenges” mimicking his post-touchdown celebration. One fan’s TikTok edit—set to a viral remix of a Ravens fight song—gained 5 million views and was reposted by the team’s official account. On X, fans shared side-by-side comparisons of Jackson’s run to iconic plays by NFL legends like Barry Sanders and Michael Vick, sparking a viral debate about where Jackson’s play ranks in history. “Fan-generated content is the secret sauce of our viral strategy,” Miller said. “When fans create their own clips, they’re not just consuming content—they’re building community. It turns a single play into a shared experience that brings Ravens Nation closer together.” For the Baltimore Ravens, this FGC has extended their reach beyond diehard fans: 40% of the views on their viral clips now come from users who don’t follow the team’s official accounts, introducing new audiences to the Ravens’ brand.

Another key driver of the Ravens’ viral success is the team’s collaboration with players to create authentic, behind-the-scenes content—content that humanizes athletes and makes viral plays feel more personal. The Ravens’ social media team works closely with players to capture “in-the-moment” reactions to their own plays. For example, after Henry’s 1-yard game-winning touchdown against the Bengals, the team’s camera crew followed him into the locker room, where he FaceTimed his 6-year-old son to show him the game ball. The 30-second clip of their conversation (“Daddy, that was so cool!”) was posted to Instagram Reels and gained 12 million views, with fans praising Henry’s “dad energy” and authenticity. Jackson also contributes directly: he often films short “post-play breakdowns” on his phone, explaining his thought process during viral plays (e.g., “I saw the hole open up, so I just went for it”) and sharing them with the team’s social media team. These clips feel unscripted and genuine—qualities that resonate with social media users tired of polished, corporate content. “Players are the face of our brand, and their authenticity is what makes our clips go viral,” Miller said. “When Lamar or Derrick shares their real reactions, fans feel like they’re part of the moment with them.” For the Baltimore Ravens, this player collaboration has also strengthened team culture: players now actively pitch ideas for clips, from “locker room dance parties” to “pre-practice trick shots,” turning social media into a team-wide effort.

Wrapping up Social Media Clips Go Viral for the Baltimore Ravens Plays is the long-term impact of these viral moments—how they grow the team’s brand, boost revenue, and deepen fan loyalty. Beyond engagement metrics, viral clips have tangible business benefits: the Ravens’ merchandise sales increased by 35% in 2024, with jerseys of Jackson, Henry, and Mitchell flying off shelves after their viral plays. Ticket sales for home games are up 25% compared to 2023, with many fans citing viral clips as their reason for attending their first game. The team has also attracted new sponsors: brands like Nike, Gatorade, and Amazon have signed partnerships with the Ravens, citing their social media reach as a key factor. But the biggest impact is on fan loyalty: a 2024 survey by the NFL found that 78% of Ravens fans who engage with viral clips feel “more connected” to the team, and 65% say they watch more games because of social media content. “Viral clips aren’t just about views—they’re about building a community,” said John Harbaugh, the Ravens’ head coach. “When a fan in California shares a clip of Lamar’s run with their friends, or a kid in Texas dresses up as Derrick Henry for Halloween because of a viral video, that’s how we grow Ravens Nation. It’s about making football feel accessible and exciting for everyone.” For the Baltimore Ravens, the 2024 season has proven that social media isn’t just a tool for promotion—it’s a way to turn casual viewers into lifelong fans, one viral play at a time. Ultimately, Social Media Clips Go Viral for the Baltimore Ravens Plays is a story of innovation and connection—how a football team used short-form video to transcend the sport and build a global community united by passion, excitement, and pride.