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We’ve all heard the phrase “TikTok Made Me Do It”. Whether it’s trying a new restaurant or watching a recommended television show, there’s no denying that TikTok is a powerful force in introducing its users to new things. When it comes to sports, TikTok is undoubtedly one of the most powerful platforms for discovery and conversation, with 29% of TikTok users reporting that they became more interested in a sport after watching content about it on TikTok 1 .
Explore our case studies on the Publisher Insights Hub to see how others are turning views into real-world results, and read on to discover tips for tapping into the fandom yourself. A Fan Favorite For Baseball Fans Users have an appetite for snackable, current content they can share. TikTok has become a hub in the baseball world for sharing predictions, discovering player backstories and catching up with the biggest moments of the season.
Boston Red Sox recently posted a video asking the team about their favorite movies (spoiler, it’s Shawshank Redemption), that swiftly received 1.2M views. If you’re a publisher trying to achieve a similar response following Opening Day, here are some tips to keep in mind when defining your TikTok posting strategy throughout the season.
1. Swing Before the First Pitch Get the excitement going by posting content in the lead up to games. Set the scene with backstory and context featuring exclusive spring training footage to introduce star players and their storylines.
Bring back fan-favorite moments with iconic flashbacks for shareable nostalgia. Polls and Q&As about season predictions are an effective way at creating fan-driven conversations for even more engagement. Use sports influencers, analysts and team insiders to provide expert insights, giving the fans a taste of what to expect from each big game.
2. Celebrate The Highlights with Real Time Conversation The thrill of sport is in the big moments, and the TikTok community demands instant highlights, with quality takes and real-time fan reactions that respond to the fast pace of the game. Stay on the ball by posting soon after key moments happen, when engagement is high.
Short-form highlights perform well, so get creative and capture buzzer-beaters, walk-off moments and tune-in-quick plays to engage fans. Stay on the ball by posting soon after key moments happen, when engagement is high. Short-form highlights perform well, so get creative and capture buzzer-beaters, walk-off moments and tune-in-quick plays to engage fans.
Don’t chase perfection, but aim for high quality, well-edited videos to maximize interactions. With the direct message and repost feature, there’s endless potential for reach. 3.
Keep Them Engaged After The Final Out Keep the conversation going after the winning hit by spotlighting viral moments, breakout performances, and meme-worthy reactions. Create follow-up content around big wins and unexpected highlights after the game is done. Retain your viewership and build a community by posting about the next event of the season to get viewers excited about the next big game on the calendar.
The Final Coach Tips for Publishers The playbook for the MLB season has evolved. Show that you’re ready to step up to the plate by posting content that gives real value to MLB fans. If you make the most of photo posts, short clips and speedy posting, while getting the conversation going, you’re on track to hit a home run.
Sources: 1. TikTok Marketing Science Sports & Fandom Survey via AYTM, US, June 2023. Base: TikTok Users 18+ (n = 500), TikTok Sports Fans (n = 390) [Q8] 2.
TikTok Marketing Science Global, Custom Olympics Survey via Suzy, January 2023, Q12: How much do you agree or disagree with each of the following statements about sports in general? n=1907 TikTok users 18+.
