Social Media for Sports Marketing: How to Win on TikTok
Sponsorship deals have been kicked to the curb- consumers now spend most of their time on smartphones and therefore, social media has quickly become one of the most relevant marketing tools for sports brands. What’s more, consumer behaviour is constantly changing and brands have been forced to step up their game to stay relevant.
Note that Gen Z have been predicted to outnumber Millennials within a year, so it is important to make Gen Z a priority when creating a marketing strategy. A massive part of engaging the right demographic on social media is choosing the right platform…
So, let’s get right into it. Here’s how you can use social media for sports marketing.
TikTok, the next big thing for sports brands...
“We saw the power and creativity, and also that it’s something new… it’s something like the old Vine where you can have creative storytelling for a special young audience. This makes the app so interesting for us.”
– Head of Social Media at FC Bayern Munich.
TikTok is a short-form video app, frequently referred to as ‘Gen Z’s favourite app’. It was the 3rd most downloaded app in Q1 2019, and the platform allows its users to create fun, silly, and wholesome content. TikTok has seen over 1billion downloads since its inception, and its popularity is only spreading. Although TikTok’s on-platform advertising services are very new and unrefined, there are other ways to market on the platform. We have helped brands such as Universal, Deliveroo, and Missguided to create engaging campaigns to market their products, and we have seen impressive results, to say the least.
And yes, although it may be daunting exploring a new platform, it’s important to remember that the early bird gets the worm…
Whilst brands are starting to realise the marketing potential of TikTok, a lot of brands are still trailing behind. This is why it’s crucial to jump on the bandwagon now and explore all that TikTok has to offer before it becomes oversaturated.
active users worldwide
most downloaded app in Q1 2019
of monthly app users are 16-24
Why would sports brands do well on TikTok?
TikTok inspires Gen Z users to gravitate towards their app because it is interactive and encourages them to partake in viral challenges and trends on the platform. Sports is also something that excites and motivates its fans to be a part of the action, which makes sports brands and TikTok a dream combo. And slowly but surely, sports brands are venturing into the world of TikTok. With NBA, NFL, Barcelona, Real Madrid, and others amongst sports brands with accounts on TikTok, it is only a matter of time before other sports brands catch wind.
An example of a sports challenge doing exceptionally well comes from the campaign that we ran with Major Lazer. We were tasked to promote his new song ‘Cant Take It From Me’ on TikTok so that we can engage a Gen Z audience. The idea was to use sporty TikTokkers to create a video of them showing off their skills in a ball sport, whether that be football, basketball or rugby. To keep the challenge even closer to the song, each individual TikTokker had to stop their opponent from taking the ball from them, hence “can’t take it from me”. The campaign performed exceptionally well and exceeded even our expectations. We gained 8million views, 450k hearts, and made it on the trending page!
“I think what makes TikTok so exciting is that literally one of our biggest goals in the entire company is cultivating the next generation of fans … it gets really, really exciting for everybody when you can reach a completely new audience.”
– NBA Vice President of Social and Digital Content.
How can sports brands market on TikTok?
TikTok trends and challenges that do well on the platform are successful when they can resonate with its users. Sports brands have the opportunity to take advantage of TikTok’s already interactive and engaging video platform and create cool challenge ideas that will encourage others to participate.