Erling Haaland has become a breakout star from the 2026 FIFA World Cup.
But not necessarily for his skills on the field.
The 25-year-old Norwegian, who plays for Manchester City F.C. when he’s not representing the Norway national team, came into the World Cup with a stellar reputation after his record-breaking first season in England in 2022 and has been hailed the greatest Norwegian player of all time.
But we’re not here to talk about his reputation as a professional soccer player. We’re here to talk about how he has caught the attention of millions with his unique personality and social media presence.
To set the stage, Haaland had 40.7 million followers on Instagram before the World Cup. He now has 74.7 million and counting, making him one of the most-followed world football players on Instagram.
During Norway’s 4-week run in the 2026 FIFA World Cup, he gained 22 million followers. That is about 4x the population of the whole country of Norway.
What led to this massive follower growth?
Aside from being a professional soccer player, his personality and authenticity have captured the hearts and attention of millions of new fans.
When you first see this 6’5”, strong, talented, dominant athlete, you don’t think that he’d also have a soft, goofy online presence (and a fantastic Birkin collection). But he has become the internet’s “babygirl,” a term used to describe endearing male celebrities who come across as sensitive, caring or vulnerable.
As a Gen Zer, he is highly relatable, memeable and able to connect with the wider audience on platforms like Snapchat, Instagram and TikTok. But his approach to social media isn’t new.
Yes, he is, and admits to being, chronically online. Being chronically online fully immerses you in what is going on in the world of social media. You are up to speed on the trends, new lingo, lingo that was cool last week but outdated this week, and if you’re Haaland, you’ll see what everyone is saying about you.
Rather than sitting back and watching the discourse happen in front of him, he jumps right in. So much so that it’s become a trend! Users are sharing posts completely unrelated to Haaland and adding the caption “Instagram is cool because I can do xyz and some guy named Erling will comment ‘nice’.”
His approach is what we encourage everyone to do.
What can we learn from this?
Be authentic. Be involved in the conversation. Don’t take yourself too seriously.
In a world that has become overrun with AI-generated everything, breaking through as an authentic voice is refreshing and welcomed. Being overly polished on social media can come across as forced, disingenuous, and yes, AI.
People want to connect with the content they’re engaging with. It’s okay if it doesn’t relate directly back to your brand every time. It’s okay if you add a little humor and spice to your social media post. It’s okay to try a new trend or format that you haven’t tried before, because it might surprise you. It’s okay to get in the comment section and engage in conversations happening about topics you’re passionate about.
Yes, it’s intimidating, but the risk is worth the reward. It makes your company feel human and approachable online, and encouraging your employees to speak a bit more informally online can make them feel more comfortable representing themselves and your brand on social media.
Need support with executive visibility, community management or switching up your digital and PR strategy? Bospar’s social media experts can help. We’re no Erling Haaland, but we give it our best shot.
