Collingwood still reigns supreme as the most followed AFL club in the competition across four key platforms: Instagram, X (formerly Twitter), Facebook and TikTok.
The Pies received an uptick from last year's total count (1,387,100) to welcome more than 1.4 million followers.
Brisbane's third consecutive premiership resulted in the Lions inviting more support, rivalling some of the big Victorian clubs.
The Lions are now the most followed non-Victorian side, eclipsing Sydney from last year.
Despite GWS' much-loved Instagram presence and posts, it ranks in the bottom four along with Gold Coast, North Melbourne and Melbourne.
The most popular AFL clubs, according to social media channels
| X (formerly Twitter) | TikTok | Total | |||
| AFL | 857,700 | 1,500,000 | 756,900 | 1,600,000 | 4,714,600 |
| Collingwood | 162,200 | 450,000 | 379,600 | 461,000 | 1,452,800 |
| Hawthorn | 101,300 | 372,000 | 371,400 | 411,000 | 1,255,700 |
| Essendon | 145,100 | 287,000 | 180,300 | 365,000 | 977,400 |
| Richmond | 109,300 | 324,000 | 211,500 | 316,000 | 960,800 |
| Carlton | 131,700 | 329,000 | 153,100 | 339,000 | 952,800 |
| Brisbane | 105,200 | 326,000 | 208,200 | 305,000 | 944,400 |
| Geelong | 92,600 | 286,000 | 259,600 | 270,000 | 908,200 |
| Adelaide | 158,100 | 232,000 | 176,100 | 317,000 | 883,200 |
| Sydney | 101,200 | 276,000 | 185,900 | 301,000 | 864,100 |
| West Coast | 99,400 | 284,000 | 96,300 | 345,000 | 824,700 |
| St Kilda | 85,000 | 199,000 | 261,900 | 225,000 | 770,900 |
| Fremantle | 89,600 | 255,000 | 123,900 | 284,000 | 752,500 |
| Western Bulldogs | 72,200 | 223,000 | 150,400 | 225,000 | 670,600 |
| Port Adelaide | 104,100 | 184,000 | 111,100 | 233,000 | 632,200 |
| Melbourne | 78,400 | 177,000 | 122,100 | 206,000 | 583,500 |
| GWS | 68,900 | 175,000 | 122,800 | 171,000 | 537,700 |
| North Melbourne | 83,300 | 157,000 | 114,500 | 172,000 | 526,800 |
| Gold Coast | 59,000 | 152,000 | 102,600 | 140,000 | 453,600 |
| Tasmania Devils | 10,600 | 158,000 | 12,800 | 84,000 | 265,400 |
*Numbers accurate as of October 23
Hawthorn (101,600) and the Western Bulldogs (100,100) had the largest increases in overall social media following from 2025 to this year.
The Hawks stormed to another Preliminary Final and enjoyed the efforts made by Nick Watson and co. while the Bulldogs won a Wildcard final, and have recently experienced the Zak Butters remit after he confirmed his desire to join the club as one of the biggest free agency moves in history.
Richmond, after a difficult season which yielded three wins, only saw a minor uptick in followers of 14,300, largely due to TikTok. The Giants raked in a similar figure (15,900).
