Objectives

Followed by 1.69 million WWE Universe members worldwide, our WWE Instagram account gives fans the behind-the-scenes, outside-the-ring look at their favorite WWE Superstars as they travel to more than 300 live events each year, all around the world.

While more than 450 million social media followers follow WWE's social profiles across 11 different social networks, only WWE's Instagram channel provides our followers a candid look into the demanding road-warrior life of a WWE Superstar or Diva, away from the glaring spotlights and TV cameras.

Our social producers travel to every domestic and international WWE Live Event, and are "embedded" backstage with the Superstar roster, finding the moments that tell the story behind the Superstars' characters, and often aiding to advance storylines seen on television.

Our producers also offer their creative expertise to the Superstars, working with them on their own personally-run Instagram accounts, shooting entertaining video packages to air on the social network.

In addition to our Superstars' photos from events and the road, the WWE Social Team holds Instagram photo contests and hashtag contests regularly, to reward our followers with WWE merchandise and Superstar autographed items.

Strategy and Execution

WWE's Instagram channel continues to be one of the most engaging sports and entertainment brands on the social network, with more than 80.9 million likes engagements since 2013.

WWE's Instagram channel averages 44,500 engagements per photo or video posted, with an average of 6.2 million likes per month.

WWE is tied as the most influential brand in social media, as ranked by Klout. We are one of only 12 brands/celebrities with a perfect 99 Klout rating.

WWE is ranked amongst the Top 6 Most Social Brands in the World, in the weekly Sprinklr / Dachis Group Social Business Index rankings. (http://socialbusinessindex.com)

In addition, WWE's Social Media Team efforts have led to the following results:

• WWE has the most social TV shows on two different TV networks (WWE RAW on USA Network, WWE SmackDown on Syfy) (source: Nielsen Social)
• WWE and its Superstars have more than 1.3 million social mentions per week, with our shows WWE Raw and WWE SmackDown frequently No. 1 in social media mentions for both broadcast and cable television on their air dates. (Nielsen Social)

For a sample of our Instagram content, visit our online awards portfolio at http://wweawards.com/2015shortyawards-wweoninstagram/

Media