The goal of SportsCenter's Instagram account is to tell the story of the sports world through cool and engaging imagery and video, furthering the brand's affinity on the burgeoning platform.SportsCenter's Instagram page has stuck to its raison d'être of telling the day's stories in sports in a fun, engaging way. Visitors can look at the profile and quickly discern what the day's news is; enjoying the same humor and pop-culture references they've come to love watching the TV show. The account's following has grown steadily since its inception 7 months ago, averaging over 20,000 new followers a week and doubling the engagement rate of the parent @ESPN account. Brands like the Complex Magazine, Golden State Warriors and even LeBron James have also engaged with the page. SportsCenter's social media team has continually used custom artwork around to big events (Super Bowl, BCS National Championship, NBA All-Star Weekend, etc.) to add to the hype surrounding them. The account partnered with the UFC for an "Instagram takeover" of UFC 168, where president Dana White gave the account unprecedented access to the fight.
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