Over the past decade, social media’s growth has been great for sports franchises looking for more ways to connect to their fanbases. As a result, leagues like the NBA have leveraged social media to amass the most followers of any pro sports league on Instagram, Twitter, YouTube, and TikTok.

Today’s guest on the WorkInSports Podcast is Nicole Williams, Snapchat Lead Sports Producer. Williams leaned into Snapchat during her time at ESPN when she helped transition content from SportsCenter there. Snapchat has content agreements with the NFL, NBA, and MLB, which allows them to post a variety of highly engaging short-form content.