Not amongst the next generation it isn’t , anyone under 21 barely uses it. Instagram no1lol instagrams followers Richmond are currently on 195.5k followers and Collingwood 195.1k followers yep way in front.
Let’s look at Facebook followers the biggest social media outlet
Collingwood 355,000
Essendon 348,000
Hawthorn 339,000
West Coast 310,000
Adelaide 293,000
Richmond 272,000 ( no way near Collingwood)