The National Basketball Association has held a Dr. J-like grip on the No. 1 ranking in the weekly Adweek/Shareablee Instagram video charts since the pro league's playoffs got into full stride last month. It would be easy to say the dominance is all about LeBron James—his fans and haters who seemingly cannot get enough of the best player in the world.
But the NBA's social media staffers deserve a lot more credit than that, routinely finding creative ways to post 15-second clips that generate huge engagement. For instance, one week, it was a series of stills that showed the trendy/preppy duds being worn by James, Kevin Durant, Paul Pierce, Russell Westbrook, etc., as they strutted their stuff before and after their playoff games. No highlight reels needed.
Most recently, the NBA won Instagram with a social video showing the Miami Heat's Mike Miller running the court and nailing a three-point shot in a Finals game versus the San Antonio Spurs. The catch: The basketball journeyman was only wearing one shoe—and the #FlashBack clip was from last year's Finals against the Spurs. In terms of repurposing creative, that's a slam dunk.
Check out the NBA's work below, as well as the full rankings with our multimedia infographic, which lets viewers watch last week’s top Instagram videos while seeing what kind of organic reach the brands created.