We feel that there is an opportunity with TikTok for sports brands, teams, and athletes to reach their fans in a way they haven’t been able to on other platforms. Whether or not you are creating content on TikTok yet, the likelihood is that you have heard about TikTok or seen commercials for it. But do you know much about it? Let us briefly fill you in.
What is TikTok
TikTok was originally launched as Music.ly in 2014. The original app allowed users to lip-synch along to their favorite songs. Jumping forward and in 2017, Music.ly was bought by ByteDance, a Chinese company that then merged the singing app into the currently existing TikTok. Since then, the social media app has become a powerhouse and incubator of top pop culture trends.
In terms of demographics, 41 percent of users are between the age of 16 and 24. 44 percent of users are female, as well. The platform is the most-downloaded free app in Apple’s App Store, directly ahead of YouTube, Instagram, Facebook Messenger, Facebook, and Snapchat. To illustrate the rise of TikTok since the start of 2018, particularly in comparison to the decreased popularity of Snapchat, see below.
TikTok’s primary audience ranges from 14 – 24, which is ideal for sports brands looking to build their fan and engage the next generation of sports fans from a Gen Z and Millennial audience. TikTok positions itself as “The leading destination for short-form mobile video. It allows users to share vertical, looping videos up to 60 seconds in length. The time limit for videos forces content creators to be smart and efficient.
What makes TikTok different from Instagram stories, Snapchat or Facebook.
Consumers shop for different things they want in different places. Like if you want some bread, you head to the bakery. Some fruit and veg, head to the grocer. It’s the same with content. Do you want to watch a good movie? Head to Netflix. Vicarious experiences, subscribe on YouTube. Well with TikTok it’s all about responding to viral trends and social commentary. They’re short videos that don’t necessarily require the highest production value. Often funny, the simplicity, brevity, and reactionary effect of a TikTok has the greatest potential to land brands huge reach and potential to catalyze a viral success.
How can it make fans “Tik”
TikTok for sports brands. We think this type of content lends itself to teams and athletes shining through in a more authentic, genuine, and non-contrived way. Keeping their content bite-sized, easy to digest, and suitable for a short attention span, thirsty audience who want to be fed little but very often. Fuelling their engagement and growing their brand affiliation. TikTok users on average are spending 52 minutes per day on the app.
The platform is perfect for fuelling hype and increasing brand engagement and awareness. Product launches, introductions to new lines, and driving sales. Brands and athletes can initiate interaction and engagement through #hashtag campaigns. Inciting engagement and introduction competition. Having users record themselves, tag their content with a campaign hashtag for the potential of a prize. Soon enough, you have a viral challenge, gaining exposure and such positive affiliation to the brand that had initiated such a simple, fun, and creative piece of audience engagement.
When opportunity meets preparation
The TikTok community is unique and you certainly want to ensure that, whether a brand or athlete, you are reaching fans through it. When content meets strategy is the same for us as when opportunity meets preparation. We have experience in growing TikTok audiences. Our founder Daniel Cutting himself has over 800,000 followers on TikTok. We have developed a unique framework (preparation) built from our experience, insights, and vision of growing a TikTok audience. The opportunity is taking your brand onto TikTok and growing a new audience that is looking for content that is different from anything you have created before. In terms of winning you fans that will engage with you unlike any, you have had before.
If you are interested in talking to us about TikTok for sports brands. Get in touch, we’d love to explore how we can help you.