LOS ANGELES — For the first few years of his N.B.A. career, LeBron James tried to avoid social media. He valued his privacy. He did not see the point of sharing his personal life with millions of online followers. Even when friends began urging him to post more on various platforms so they could follow his journey from afar, he was hesitant.

“I just felt like it was so invasive,” he recalled.

But by 2012, James decided to heed their advice and became active on Instagram. Now, he cannot stop himself.

He shares photos of his children. Of his teammates. Of his stats. Of his luggage. He uploads videos of himself rapping along to music, working on his core and sipping tequila. He promotes the television shows that he helps produce and the sneakers that he wears. And he uses emojis — so many emojis.