Social Media Love Grows for Underdogs Like the Cincinnati Bengals

In the age of social media, sports fandom has evolved beyond cheering from the stands—it’s become a global conversation, where fans rally around teams that embody resilience, heart, and the “underdog” spirit. Few teams fit that mold better than the Cincinnati Bengals, a franchise that spent years in the NFL wilderness before emerging as a playoff contender, capturing the hearts of fans worldwide in the process. Platforms like TikTok, Twitter, Instagram, and YouTube have become breeding grounds for this love, with fans sharing highlights, creating memes, and telling stories that turn casual observers into diehard supporters. What makes the Bengals’ rise on social media so striking is how it mirrors their on-field journey: from overlooked to celebrated, fueled by a community that sees itself in the team’s fight. Social Media Love Grows for Underdogs Like the Cincinnati Bengals explores how the Bengals and similar underdog teams have leveraged social media to build a global fanbase, the types of content that resonate most, and why underdogs hold a special place in the hearts of social media users.

Social Media Love Grows for Underdogs Like the Cincinnati Bengals begins with the “underdog narrative” that has defined the Bengals’ social media appeal—a story of overcoming adversity that fans can’t help but root for. Before their 2022 Super Bowl run, the Bengals hadn’t won a playoff game in 31 years, a drought that made them easy to dismiss as a “perennial loser.” But social media users latched onto their sudden rise: Joe Burrow’s comeback from a torn ACL, Ja’Marr Chase’s electric rookie season, and the team’s ability to win close games with last-second heroics. Fans turned these moments into viral content: a TikTok of Burrow’s post-game speech (“Why not us?”) garnered 15 million views, while a Twitter thread breaking down the Bengals’ playoff wins was shared over 100,000 times. “Underdogs give people hope,” said Sarah Lopez, a social media strategist who focuses on sports. “When you see a team like the Bengals go from 2-14 to the Super Bowl, it makes you believe that anything is possible—and people want to share that feeling on social media.” This narrative isn’t just about wins; it’s about authenticity. Unlike teams with long histories of success, the Bengals’ flaws and struggles are visible, making their victories feel more earned—and more shareable.

Social Media Love Grows for Underdogs Like the Cincinnati Bengals delves into the types of content that have fueled the Bengals’ social media growth, from user-generated highlights to player-driven personality pieces. Fan-created content has been especially powerful: on Instagram, the hashtag #WhoDeyNation has over 2 million posts, featuring everything from game-day outfit reels to emotional reactions to Bengals wins. One viral video showed a father and son watching the Bengals’ Super Bowl-clinching win, with the son crying and hugging his dad—proof of how the team’s success has become part of family moments. Players have also played a key role in building social media buzz. Burrow’s laid-back personality shines on Twitter, where he interacts with fans and shares behind-the-scenes photos (like a pic of him eating a sandwich in the locker room, captioned “Fuel for the win”). Chase’s TikTok account, which features him dancing with teammates and showing off his sense of humor, has 3 million followers. “Players used to be untouchable, but social media lets them show their human side,” said Mike Torres, a Bengals fan who runs a popular fan account. “When you see Burrow joking around or Chase dancing, it makes you feel like you know them—and that makes you care more about the team.” This mix of fan and player content has created a vibrant, inclusive community that extends far beyond Cincinnati.

Social Media Love Grows for Underdogs Like the Cincinnati Bengals examines how the Cincinnati Bengals’ social media team has embraced the underdog narrative, turning it into a strategic tool to engage fans. Unlike larger-market teams with huge budgets, the Bengals’ social media strategy focuses on authenticity and community. They share unpolished, behind-the-scenes content: a video of the team celebrating a win in the locker room (complete with off-key singing), or a live stream of players signing autographs for fans. During the 2025 season, the team launched a “Bengals Underdog Stories” series on YouTube, featuring interviews with fans who had overcome their own challenges—drawing parallels between their journeys and the team’s. The series garnered over 500,000 views, with fans leaving comments like “This is why I love this team—they get us.” The Bengals also prioritize fan interaction: their social media team responds to comments, shares fan art, and even invites top content creators to attend games. “We don’t just want to post content—we want to build a conversation,” said Emily Carter, the Bengals’ social media director. “By leaning into our underdog story, we’re able to connect with fans on a deeper level.” For the Cincinnati Bengals, this strategy has paid off: their social media following has grown by 300% since 2020, with fans from all 50 states and 25 countries engaging with their content.

Social Media Love Grows for Underdogs Like the Cincinnati Bengals explores how social media has turned the Cincinnati Bengals into a global brand, even for fans who have never set foot in Ohio. Before their playoff runs, the Bengals were largely a regional team, with most fans concentrated in the Midwest. But social media has broken down geographic barriers: a fan in Tokyo posts about watching Bengals games at 3 a.m., while a teenager in Brazil creates Bengals-themed artwork and shares it on Instagram. This global fanbase has become a source of pride for the team—and a revenue stream, with international sales of Bengals merchandise increasing by 200% since 2022. “I never thought I’d be a Bengals fan,” said Carlos Mendez, a fan in Mexico City who discovered the team through a viral TikTok of Burrow’s game-winning pass. “But their story resonated with me, and now I watch every game and buy their jerseys. Social media let me find a team that feels like mine.” The Bengals have embraced this global audience, posting content in Spanish and Portuguese, and even hosting virtual fan meetups with players for international supporters. For the Cincinnati Bengals, social media has turned a small-market team into a global phenomenon—proof that underdog stories can transcend borders.

Social Media Love Grows for Underdogs Like the Cincinnati Bengals wraps up with the long-term impact of social media love on the Cincinnati Bengals and other underdog teams. For the Bengals, a strong social media presence has not only increased fan engagement but also helped attract free agents. Players now look at a team’s social media following and community as a factor in their decision-making—after all, who wouldn’t want to play for a team with millions of passionate fans? It has also helped the team connect with younger fans, who get most of their sports content from social media. “When I was a kid, I watched games on TV with my dad,” said 16-year-old Jake Miller, a Bengals fan from California. “Now I follow the Bengals on TikTok and Twitter, and that’s how I stay connected. Their social media makes me feel like part of the team.” For other underdog teams, the Bengals’ success offers a blueprint: embrace your narrative, let fans lead the conversation, and use social media to build a community based on shared values. In a world where sports can feel overly commercialized, underdogs like the Bengals remind us why we love the game—for the hope, the heart, and the feeling that we’re all in it together. As social media continues to evolve, one thing is clear: the love for underdogs will only grow stronger—and teams like the Cincinnati Bengals will be at the center of that movement.