Feb 16, 2025 - Sports
The biggest social media stars in the NBA All-Star Game
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The three oldest players in 2025 NBA All-Star game have the largest social media following, according to data from Sprout Social.
Between the lines: Lebron James, 40, Steph Curry, 36, and Kevin Durant, 36, in that order, lead this year's crop of All-Stars in combined followers on Instagram, TikTok, Facebook and X.
- Their longevity in the game has allowed them a long runway to build clout online.
Here is a deep dive into these NBA superstars' social media metrics:
Lebron James
- The arguable GOAT is one of the most popular figures on Instagram, with 160 million followers and a top audience demographic of men 25 to 34 years old.
- Most engaged-with post in 2024: This Instagram post garnered a 3.29% engagement rate, compared to the industry benchmark of 1.2% and a $5.5 million earned media value, compared to the $268,000 benchmark.
- Earned media value is a metric that indicates the amount of money a brand can expect to generate from a single post.
Stephen Curry
- The Golden State Warriors star is the only player out of the three with a TikTok account, with 7.7 million followers on that platform alone.
- Most engaged-with post overall: This 2022 TikTok of him shooting baskets with Sports Illustrated accumulated a 190% engagement rate, compared to the industry benchmark of 1.53% and a $10.8 million earned media value, compared to the $96.3K benchmark.
Kevin Durant
- The two-time NBA champion is the most followed basketball player on X (21 million) and known for writing snarky responses to fans and media members alike.
- Most engaged-with post overall: An Instagram tribute to the late Kobe Bryant in 2020, which amassed a 13.87% engagement rate and a $1.45M earned media value.
What we're watching: Catch James, Curry and Durant on the floor when the All-Star game tips off at 8pm on TNT.
