Mariners Social Media Team Rides High as Team Advances in the Playoffs
In the electric atmosphere of the 2025 MLB Playoffs, the Seattle Mariners’ social media presence has become a digital extension of the team’s on-field success. With the Mariners currently leading 2-0 in the American League Championship Series against the Toronto Blue Jays, following their dramatic 15-inning victory over the Detroit Tigers, the team’s social channels are experiencing unprecedented engagement as fans eagerly connect with every moment of this potentially historic run.
“This home stretch of the season and then into the postseason has been a really fun time for us,” explains Tim Walsh, the Mariners’ senior director of digital marketing and social media. Walsh, who joined Seattle in 2020 after four years managing social media for the New York Mets, has witnessed firsthand how the increased spotlight of playoff baseball has amplified their content’s reach. “It’s cool because we have a lot more eyeballs on our content now, and it allows us to really showcase what we’ve been doing this whole season, and even more so over the last few years.” This playoff run has confirmed what Walsh has observed during his five years with the organization—Seattle is undeniably a passionate baseball and sports city, with fans whose enthusiasm translates perfectly to social engagement.
The Mariners’ social strategy balances several approaches, from emotional hype videos that tap into the team’s quest for their first-ever World Series appearance to more casual, relatable content featuring memes and pop culture references that create what Walsh describes as a “group chat mentality.” This diverse content approach serves multiple purposes, reaching different fan demographics while driving engagement across platforms. Instagram has been particularly successful for the team this season, surpassing 1 million followers amid the playoff run. “I feel like the team playing well, combined with a really good strategy and a really good group of people producing the content leads to tremendous success from a social standpoint,” Walsh notes, pointing to the metrics that indicate growing engagement across their digital presence.
Fan content has become a cornerstone of the Mariners’ social strategy, especially during this playoff run. Viral fan moments—like the selfless supporter who gave away Cal Raleigh’s historic 60th home run ball to a child, or the fan in Detroit whose “Dump 61 Here” shirt caught Raleigh’s attention and earned him a trip to Seattle—have created authentic connection points that extend beyond the game itself. “One of the things we try and do is weave our fans into all of the content that we’re sharing, because they are so important,” Walsh explains. “They create an incredible home field advantage, unlike anything else in baseball.” This fan-first approach has helped transform T-Mobile Park into what many consider the loudest stadium in baseball, with the social team effectively capturing and amplifying that energy online.
Behind-the-scenes content has proven especially valuable in humanizing the team during this playoff push. Innovative approaches like GoPro cameras in the announcer’s booth have provided fresh perspectives on familiar voices like Rick Rizzs calling crucial moments. One particularly successful video, filmed from pitcher Luis Castillo’s perspective as he exited the dugout to join teammates celebrating their ALDS victory, garnered national attention for its raw emotion and unique viewpoint. Walsh credits the players’ willingness to grant access for these intimate glimpses, recalling emotional moments like Julio Rodriguez learning of his call-up to the majors or rookie Cole Young making a tearful phone call to family after receiving his big-league news. These authentic human stories resonate deeply with fans and create meaningful connections beyond wins and losses.
As the Mariners prepare for Game 3 at home, the social team balances real-time reaction with strategic preparation. “We don’t want to get too far ahead or jinx, but we have to prep, to be ready for what’s next and to tell those stories in a fun, unique way,” Walsh explains. His team develops captions, scripts, graphics, and videos in advance, enabling quick reactions to the unpredictable moments that define playoff baseball—whether it’s a game-changing play or fans spontaneously wearing shoes on their heads. This blend of preparation and adaptability has positioned the Mariners’ social team to capture every memorable moment of this potentially historic run. As Walsh puts it, “Some things are going to do better than others, but I think we’re not afraid to fail… trying new things and not being afraid to do things that might not click or resonate in the way that you were hoping for.” This willingness to experiment, combined with a deep understanding of their fanbase, has made the Mariners’ social presence as compelling as the team’s on-field performance—both hoping to deliver Seattle its first World Series appearance in franchise history.
