Just my humble opinion.
Silver is diluting the product by trying to use influencers to bring in more eyeballs, instead of using actual players. There's a lot of new dynamic young cats in the league, that most of America wouldn't recognize if they walked down the street. Focus on marketing your young stars and focus on building up team rivalries again.
Look at how many eyeballs Tyson and Jake Paul generated. So many people watched in hopes that they would see flashes of that young ferocious Tyson.
People still long for old school competition. Bring that back, market that. I'm not saying let's go back to the day of 80-79 scores, but let's have a healthy balance of physicality as well as marketing these new players. The story telling aspect of what made the NBA so great is now missing.
I'm not entirely sure how your reference of Jake Paul makes sense when he's an influencer. I mean, boxing has literally been used as a vehicle by social media influencers to make money, after the sport had one foot in the grave.
I certainly wouldn't be using an influencer vs. a near 60-year-old boxer as an example of upholding the purity of a sport. But I digress.
What players do you think aren't being marketed properly? A certain portion of America doesn't recognize or identify with the stars of the league, largely because they're foreign, and really no amount of marketing is going to get that demographic of this country to follow them. They either follow them from start or when they rise into being a star -- or they never will.
By that nature, it would seem counterproductive to herald lesser players over the true superstars because they're more identifiable to a certain group, because folks would soon lose interest if they couldn't compete with 'the best of the best'. NBA fandom is global now, so it can't really cater to an American audience the same as it did in the past. The NBA has done their best to market Ant, but playing in Minnesota and not showing himself to be a true megastar has got him fighting an uphill battle. Unless he meets the threshold of becoming a MJ/Kobe-level player, he's not going to get any bigger than he is now, regardless of what the NBA does to promote him.
In regards to the story telling aspect - I don't think it's missing, I just think since the NBA has become a 24/7 medium, the same allurement doesn't exist because we know everything about it. We know how players think, feel, act etc at all times, so that whole mystery element is no longer present. Parlay that with the fact that there are infinite channels of entertainment now, where
stories in the NBA can't compare to other forms of entertainment.
You believe in a storyline because it gives you a reason to believe it's real. You can't really do that in sport anymore. In similar fashion to wrestling, once that kayfabe is broken, the stories just aren't the same.