The Topps Company is a well-known brand that produces sports trading cards, and their baseball cards have been a staple collector’s item since the 1950s. In recent years, Topps has embraced social media platforms like Instagram to connect with collectors new and old. Their official Topps Baseball Instagram account, @Topps, has amassed over 270,000 followers showing the strong interest that exists online.
Topps uses Instagram in several creative ways centered around their baseball card products. They provide a behind-the-scenes look at photo shoots where athletes have their pictures taken to be featured on cards. Fans enjoy seeing candid moments between the photographers and players. Topps also posts samples and previews of upcoming baseball card designs still in the concept phase, soliciting collector feedback on which designs they prefer.
Occasionally they will run contests on Instagram asking followers to caption a photo or guess details about an obscured baseball image for a chance to win card prizes. This type of interactive engagement keeps people interested in regularly checking their feed. Holidays also see themed content, like on Opening Day they posted highlights from past seasons with the hashtag #OpeningDay.
Topps capitalizes on the visual nature of Instagram by uploading high quality photos that pop. Card close-ups showcasing intricate artwork or rare autographs gain lots of likes as many collectors appreciate admiring the fine details. Videos are also used in creative ways – slow motion clips of packs being opened build suspense. Reels allow them to string together card highlights in a snappy montage set to pumping music.
Topps smartly uses popular athletes to help promote new releases on Instagram. When superstars like Mike Trout, Fernando Tatis Jr. or Shohei Ohtani appear on the account posing with their newest card designs, those posts gain massive reach. Fans want to see photos of their favorite players, so it’s a win-win for collector engagement and sales. Partnerships with athletes open up possibilities for exclusive content too.
They don’t just focus on new products either. “Throwback Thursday” posts stir nostalgia by highlighting iconic cards from decades past like rookie gems of Babe Ruth, Willie Mays and more. Archives provide a glimpse at the history of the company and how card designs have evolved. This rewards longtime collectors and educates younger fans.
Perhaps the most impactful way Topps uses Instagram is by discovering and cultivating grassroots collectors within the hobby community. They actively like, comment and follow accounts run by passionate individual collectors of all levels. In turn, these collectors feel recognized and motivated to advocate for Topps on their own platforms – extending the brand’s presence and word of mouth. New collectors can also learn the ropes from engaging with more experienced hobbyists.
The official Topps Baseball account on Instagram exemplifies how a major trading card producer effectively utilizes social media in the modern age. Content marketing, visual storytelling, athlete relationships, fan engagement, preservation of history and supporting grassroots collectors all come together seamlessly. As one of the primary ways young people now get introduced to and participate in the hobby, Instagram has undoubtedly helped Topps baseball cards reach new audiences and remains core to future growth.
