Want to tap into the excitement of big sporting events through your marketing activities next year?
This will come in handy. TikTok has recently released a new guide to sports marketing on the platform, which gives users insights into different trends, usage stats, and other facts to aid in their planning.
You can download the 17-page guide for yourself here, but for this post, we're taking a glimpse at some key notes.
First and foremost, TikTok sports guide outlines the way users interact while engaging in sports with sports-related communities growing fast on the app.
TikTok explains this by stating;
"SportsTok is driven by the community-first nature of the service. According to a new global study, 62% of users watch major sports events to participate in cultural conversations, and 61% say they feel a strong sense of community with other sports fans on TikTok.". This has led to an increase in sports fandom as a result, with one US study finding 57% of users view sports content on the platform weekly, and over half of TikTok sports fans following a pro sports league account.
It's ironic that TikTok is considered this supplement because the fans come to the app to view the newest highlights and clips, while games are still viewed on other platforms.
Finally, however, things might just change with this, as the app has recently inked a deal with Inter Miami FC to air one of their live matches, all centered around the star Lionel Messi. I'm not sure that will become a staple, in which TikTok would look to broadcast more full games, but eventually, every social app seems to veer into this territory as they seek to capitalize on the popularity of sports by also bringing the direct broadcast in-stream.
Thus far, no social app has been able to do this successfully, and make it a profitable, or even equitable process, and it does seem unlikely that TikTok's audience, with their short attention spans focused on highlight-style short clips, would be overly receptive to full match broadcasts either.
But maybe. We'll see if TikTok tries any other broadcasts of this type.
The sports marketing guide of TikTok has also included notes on campaigns that are intended to reach into or tap into the hype generated by major sporting events.
Notes here are good, such as its structural overviews about how one can maximize their sports-related campaigns over time.
The only question now is if TikTok will even be available in your region when these events come up, but right now at least, TikTok is still around, and these could be valuable tips for your approach.