Mark Madden's Hot Take: Say goodbye to the Steelers' showbiz era

JuJu Smith-Schuster is a testament to the power of self-promotion via social media.

He was one of the most popular Steelers in recent memory.

But Smith-Schuster wasn’t really that good.

He had one great season in five: 2018, when he caught 111 passes for 1,426 yards as Antonio Brown absorbed most of the opposition’s coverage.

Smith-Schuster since functioned mostly as a slot receiver who played tough but accomplished little. He had 97 catches in 2020, but for a paltry 8.6-yard average.

Smith-Schuster had one 100-yard receiving game since Brown left the Steelers at the end of the 2018 campaign. He finished third on the Steelers in receiving yards in 2019 and 2020 before missing all but five games this past season due to injury.

Smith-Schuster memorably laid out Cincinnati heel Vontaze Burfict with a big block in 2017. Everybody talks about that.

He also committed fumbles that lost games and playoff berths in 2018 and 2019. He had another season-damaging fumble in 2020. Nobody talks about that.

His tenure in Pittsburgh was mediocre, perhaps even disappointing given that he was a second-round draft choice.

But Smith-Schuster got his bike stolen. He saturated social media with good-guy stunts, like going to a high school prom and giving a meal to a homeless man. He danced on opposition logos. “Corvette, Corvette.” He’s a TikTok legend. His charisma, not his play, got him national TV commercials. He’s got a great smile.

He built a brand bigger and better than his performance on the field.

Smith-Schuster wormed his way so deeply into Pittsburgh’s heart and mind that he’s thought of as a much better player than he really is.

He’s frequently compared to Hines Ward. That’s untrue on Smith-Schuster’s best day.

Smith-Schuster isn’t as productive as Ward, or as tough, or as team-driven, and isn’t nearly the big-game performer. Ward is a winner. Smith-Schuster isn’t.

Ward was a Super Bowl MVP. Smith-Schuster has never won a playoff game.

Perhaps Smith-Schuster will fly high on borrowed wings and win a ring in Kansas City. But he’ll be no better than the No. 3 target on the Chiefs.

Kansas City gave Smith-Schuster a one-year contract worth $3 million guaranteed. He could earn another $7.75 million via performance bonuses, but he won’t.

Smith-Schuster is 25. He should be hitting his prime and his earnings peak. But all he’s gotten in free agency for two offseasons running is minimal interest and one-year contracts.

Yet Pittsburgh loves him. You’ll see a lot of Chiefs jerseys around town with Smith-Schuster’s name and number.

I’m glad he’s gone. I’m glad Zach Banner got cut, too.

Banner was mostly a backup, was often hurt, but became a cult hero for frequently being announced as “tackle eligible” at Heinz Field in 2019. Then he became a radio host, started mining social media and forced himself into the public eye even as his career tumbled.

The showbiz era is dead. Long live the Steelers.