As The Last Dance launches on Netflix, no doubt fans and brands will be sharing their excitement on Instagram. When you see the buzz as you scroll through your feed, take a look at the top comments. Chances are, you’ll see an interesting stat from @bullsarchive.
The throwback Instagram account is packed with never before seen photos of Jordan, Pippen, Rodman and the ’90s Bulls. But what brings people to the account is the strategy behind it – and the way the Bulls social media team adds value to fans through top comments.
Go behind the scenes with Bulls Digital Content Coordinator Kamil Strycharz to see how he and his team have grown @bullsarchive exponentially since the premiere of The Last Dance.
3 Lessons for Instagram Growth from @bullsarchive
Start with a tailored audience.
Before launching @bullsarchive, the Bulls social media team noticed a trend on the @chicagobulls account. Engagement was consistently higher when they posted archive photos. The trend showed them they had a tailored audience for archive content – a group of people who would be sure to respond when they launched a dedicated throwback account.
Preserve fandom.
The @bullsarchive strategy goes beyond posting old photos – something any other outlet could do. They provide unique insights, stories and anecdotes that only they can share, and add real value for their fans.
Find your growth opportunity.
The Bulls social media team knew this account would have opportunities to grow – and what better opportunity could they ask for than The Last Dance? As fans around the world followed along with The Last Dance on ESPN, @bullsarchive saw a 120% uptick in followers.
Up Next
Want to get more insights from innovative social media, marketing and visual storytelling pros? Check out The PhotoShelter Summit for Brands on-demand! You’ll hear the rest of Kamil’s session on Seizing the Moment, along with his co-presenters from the Tampa Bay Buccaneers, and walk away with new ideas from cutting-edge creative teams.
