An extensive analysis argues that UFC fighter promotion has not declined but rather transformed and multiplied through social media ecosystems. While the UFC has reduced some traditional promotional activities like world tours, joint TV appearances, and champion assemblies, the explosion of social media has created far more promotional content overall. Instagram's user base grew from 370 million in 2015 to 3 billion in 2026. Top UFC fighters now command massive followings: McGregor with 45 million, Khabib with 43 million, and rising stars like Topuria with 14 million. Thousands of content creators, podcasters, and Telegram channels now promote UFC fighters continuously. The analysis also defends Dana White's role, noting his ability to attract influential figures like Zuckerberg and Trump to the sport and his tireless media availability before major events. While some production formats have aged, the digital content ecosystem has more than compensated.
