Purpose One of the research gaps at the intersection of social media and athletes is understanding fans’ preferences for elite athletes’ Instagram content. This study aims to identify the key elements of content on elite athletes’ Instagram pages based on fan perspectives. Design/methodology/approach The authors conducted a thematic analysis using data extracted from semistructured interviews with 26 fans. Findings The analysis revealed that fans prefer two main themes and nine subthemes for athletes’ Instagram content: sports content (entertainment, information and knowledge, athlete and club performance, nostalgia and sensitive moments, fan orientation, appropriate and supportive) and nonsports content (social responsibility, promotion, personal life). Originality/value To the best of the authors’ knowledge, as the first study to examine fans’ preferences regarding elite athletes’ Instagram content, it provides new insights into the intersection of social media and athletics. It also introduces a clear strategy for managing athletes’ social media content.
