Making TikTok Lives a Home Court Advantage

Saniyah Rivers (left) and Marina Mabrey (right) during a TikTok live.

On TikTok, Marina Mabrey and Saniyah Rivers have built a delightful mini-series of live streams that have fans feel like they are on the facetime call with them. Think of it as the WNBA equivalent of celebrity Instagram Lives, but more down-to-earth—perfect for adding warmth and approachability to their image in an organic way.

Marina Mabrey's Tiktok Account / Saniyah Rivers' Tiktok account

Why Their Live Presence Matters

• Connections over Campaigns

  TikTok Lives are unfiltered and unscripted. This intimacy invites fans into their world—whether they’re mom moments, dance-offs, or post-game chats, viewers feel like part of the crew.

• Driver of Discovery

  With millions of views across Marina & Saniyah content (7M+ posts!) and thousands of live comments, new fans are discovering their chemistry and, by extension, the WNBA.

  
  

• Humanizing the Athlete

  Seeing competitive athletes laugh, dance, or share personal stories makes them relatable. It becomes easier to emotionally invest in both the players and the league.

  
  

WNBA Athletes in Their Natural Element

While TikTok Lives are one avenue, the larger trend is athletes using personal social media as informal ambassadors. Social media manager highlights:

• Instant theater: Unexpected highlights (positively or contentiously) get amplified—just look at Sophie Cunningham's recent social media explosion after defending Caitlin Clark—700K+ TikTok followers in just days

• Amplified visibility: Even controversies, like Marina’s grapple with Clark, can galvanize attention—fans argue, debate, and discuss—all stirring interest in upcoming matchups 

• Organic marketing: No pushy ads—just authentic stories, personality, and transparency—that drive followings without brand gloss.