The NHL Playoffs are only a few weeks away, and as teams gear up for it, there’s also a fierce contest taking place off the ice, on TikTok. The app itself claims there are 150 million Americans use it, and NHL teams have got involved too – but which one is winning the social media battle?
We analyzed the TikTok accounts of all 32 NHL teams, to find out which team has the most followers, the most likes per video, the highest engagement rate and which could earn the most per sponsored post.
The most popular NHL team on TikTok are the Chicago Blackhawks with a whopping 491,000 followers. For comparison, the average following of an NHL team on TikTok is 210,488. On average the Blackhawks receive 9,736 likes per video, have an engagement rate of 1.99%, and can earn up to $489 per sponsored post. The Blackhawks were also the first NHL team to make it 10 million overall likes on TikTok.
The second most popular NHL team on TikTok are the Toronto Maple Leafs with 452,200 followers. Ranking as the most followed Canadian NHL team on TikTok, the Maple Leafs receive 7,373 likes per video, have an engagement rate of 1.64%, and can earn up to $449 per sponsored post. The Maple Leafs’ most watched video has 6.4 million views.
Not far behind in third place, are the New York Rangers with 434,400 followers. The Rangers are New York’s most followed NHL team by a significant margin, with around 300,000 followers more than the Buffalo Sabres. The Rangers receive 3,846 likes per video on average, have an engagement rate of 0.93%, and can earn up to $415 per sponsored post. Their most popular post has 1.3 million views.
The Detroit Red Wings are in fourth place with 389,100 followers. The Red Wings get on average 2,116 likes per video, have an engagement rate of 0.55%, and can earn up to $385 per sponsored post. Their most recent video is of the team being asked ‘Who on the team would you least trust to babysit’.
The Montréal Canadiens are in fifth place with 347,300 followers. The second Canadian team to make the top ten, they receive 18,565 likes per video on average, have an engagement rate of 5.37%, and can earn up to $347 per sponsored post. The team have 5.1 million total likes on TikTok.
The Boston Bruins: Who have the highest engagement rate out of any team, rank sixth with 344,100 followers. On average the Bruins receive 19,500 likes per video, the highest out of any NHL team, and their engagement rate is 5.70%. The team can also earn up to $344 per sponsored post.
In seventh place are the Washington Capitals with 337,900 followers. On average the Capitals get 10,146 likes per video, have an engagement rate of 3.01%, and can earn up to $338 per sponsored post.
The Winnipeg Jets are eighth with 328,600 followers. The third Canadian team in the top ten, they receive 2,682 likes per video on average, have an engagement rate of 0.82%, and can earn up to $327 per sponsored post.
In ninth place are the Pittsburgh Penguins with 298,200 followers. On average the Penguins receive 4,471 likes per video, have an engagement rate of 1.50%, and can make up to $298 per sponsored post.
Rounding off the top ten are the Vancouver Canucks with 263,100 followers. The fourth Canadian team to make the list, the Canucks receive 5,255 likes on average per video, have an engagement rate of 2.01%, and can earn up to $262 per sponsored post.
| Rank | Team | TikTok handle | Followers | Avg. likes per post | Engagement rate | Estimated $ per sponsored post |
|---|---|---|---|---|---|---|
| 1. | Chicago Blackhawks | nhlblackhawks | 491,000 | 9,736 | 1.99% | $489 |
| 2. | Toronto Maple Leafs | mapleleafs | 452,200 | 7,373 | 1.64% | $449 |
| 3. | New York Rangers | nyrangersofficial | 434,400 | 3,846 | 0.93% | $415 |
| 4. | Detroit Red Wings | detroitredwings | 389,100 | 2,116 | 0.55% | $385 |
| 5. | Montréal Canadiens | canadiensmtl | 347,300 | 18,565 | 5.37% | $347 |
| 6. | Boston Bruins | nhlbruins | 344,100 | 19,500 | 5.70% | $344 |
| 7. | Washington Capitals | capitals | 337,900 | 10,146 | 3.01% | $338 |
| 8. | Winnipeg Jets | nhljets | 328,600 | 2,682 | 0.82% | $327 |
| 9. | Pittsburgh Penguins | penguins | 298,200 | 4,471 | 1.50% | $298 |
| 10. | Vancouver Canucks | canucks | 263,100 | 5,255 | 2.01% | $262 |
| 11. | Seattle Kraken | seattlekraken | 241,200 | 5,111 | 2.16% | $237 |
| 12. | Colorado Avalanche | coloradoavalanche | 230,300 | 2,754 | 1.22% | $227 |
| 13. | Edmonton Oilers | edmontonoilers | 205,700 | 5,633 | 2.76% | $205 |
| 14. | Dallas Stars | dallasstars | 203,800 | 2,698 | 1.34% | $202 |
| 15. | Tampa Bay Lightning | tblightning | 182,200 | 3,927 | 2.29% | $172 |
| 16. | New Jersey Devils | njdevils | 180,000 | 2,747 | 1.54% | $179 |
| 17. | Minnesota Wild | mnwild | 176,900 | 4,231 | 2.42% | $176 |
| 18. | Carolina Hurricanes | Canes | 174,100 | 7,675 | 4.46% | $174 |
| 19. | Vegas Golden Knights | vegasgoldenknights | 163,300 | 3,035 | 1.87% | $163 |
| 20. | Arizona Coyotes | nhlcoyotes | 140,100 | 623 | 0.45% | $140 |
| 21. | Anaheim Ducks | anaheimducks | 120,100 | 1,854 | 1.41% | $132 |
| 22. | Philadelphia Flyers | nhlflyers | 117,100 | 1,305 | 1.12% | $117 |
| 23. | Columbus Blue Jackets | bluejacketsnhl | 110,900 | 729 | 0.67% | $110 |
| 24. | San Jose Sharks | sanjosesharks | 110,400 | 1,496 | 1.38% | $109 |
| 25. | Buffalo Sabres | buffalosabres | 110,000 | 2,878 | 2.64% | $110 |
| 26. | St. Louis Blues | stlouisblues | 105,000 | 2,481 | 2.41% | $104 |
| 27. | Calgary Flames | nhlflames | 97,700 | 2,550 | 2.63% | $98 |
| 28. | Los Angeles Kings | lakings | 96,800 | 1,251 | 1.31% | $96 |
| 29. | Florida Panthers | flapanthers | 91,800 | 1,699 | 1.88% | $91 |
| 30. | Nashville Predators | predsnhl | 69,100 | 1,032 | 1.50% | $69 |
| 31. | Ottawa Senators | ottawa.senators | 66,200 | 2,412 | 3.66% | $67 |
| 32. | New York Islanders | nyislanders | 57,000 | 2,769 | 4.85% | $59 |
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