The Challenge

With no dedicated team to handle the rapid pace and unique demands of pro wrestling, Warner Bros. Discovery needed a partner who could deliver innovative, high-impact social media strategies. They turned to STN Digital for its proven expertise in transforming television excitement into compelling social media content that resonates with audiences.

Strategic Approach

STN focused on a multi-tiered content strategy to engage both die-hard wrestling enthusiasts and newcomers. Platforms like Instagram, X, TikTok, and Facebook were leveraged to promote AEW’s weekly shows —Dynamite and Rampage— as well as special Pay-Per-View events.

STN introduced features like the “Wrestler of the Week” spotlight — a fan-favorite series that encouraged interaction not only from fans but the wrestlers themselves. Evergreen engagement strategies such as interactive “Build a Wrestler” posts and playful memes like the “Barbie Ryan Gosling x Orange Cassidy” graphic consistently sparked fan enthusiasm.

Execution

During all broadcasts, STN’s team managed a full social takeover for live coverage, producing dynamic content such as GIFs, video clips, and customized graphics that encapsulated the energy of AEW. High-impact graphics like the “Blackpool Combat Club Debut Match” promo and live updates that showcased key moments kept fans – and outlets like BR Wrestling – engaged in real-time.

Reactionary content also played a vital role, including humorous posts like “Some… body” memes and live-action GIFs like “Danhausen is Under the Ring.” These posts amplified excitement and became viral hits within the wrestling community.

Results

STN’s initial work with AEW from September 2019 to January 2023 significantly boosted their social media presence, achieving key milestones in the first year alone:

• Grew to 1.3 million followers across all platforms in the first year, emphasizing a rapid audience build-up.
• Generated over 25 million engagements in the first year.
• Produced and managed over 7K pieces of content, leading to nearly 350 million video views.

From 2020 to 2022, AEW experienced consistent growth across various platforms:

• Instagram: 15% annual increase in followers
• Platform X: 17% annual increase in followers
• TikTok: 56% annual increase in followers
• Facebook: 16% annual increase in followers

In 2022, AEW’s content strategy included posting 12.6K times—a 32% year-over-year increase—with a 93% year-over-year rise in video viewership.