Given its high usage and popularity among younger demographics, it’s no surprise that sports has become popular with TikTok users who are increasingly sharing their passion for sports and sporting identities in the app. True enough, engagement around sports content is quickly rising on the platform, with virtually all major sports seeing increases in activity over the past year.

Getting Your Sports on!

With that in mind, TikTok has published a new report on the latest sports trends, and how brands can tap into these shifts, with tips on content options, ad tools, and other notes to help users link into sports discussions in the app. A couple of notable Hashtags to consider are:

  • #baseball (+140% YoY)

  • #basketball (+92% YoY) 

  • #cricket (+128% YoY)

The full report, with all pertinent details and explanations, can be downloaded here. It’s quite droning to speak of something, only to then be redirected to another post that pretty much speaks of the same thing, so we’ll look at TikTok’s report more in a more condensed light – starting with an overview of the types of sports videos that are currently seeing increased engagement. Included here are trick shots, behind-the-scenes, and highlights.

The highest trend signal that scored on TikTok was ‘Homemade Highlights’, which are clips of primetime games and matches that inspired creators to create their own highlights. 59% of Global TikTok users agree that watching sports content on TikTok can be more entertaining to watch than the actual sports.

Think of the overview as being a compilation of smaller overviews; sub-overviews, with each one including its own set of notes, primarily catered to helping brands tap into these trends, which provides clear direction on what TikTok’s sports fans are looking for in the app.

The report also includes more specific notes on ad campaign options and tools, which could help to better align your branding efforts with relevant conversations. Seeing as how TikTok is essentially the Entertainment Capital of the world right now, it aligns with its own suggestions and actually includes a section that guides users on how they can ‘Send Entertainment into Overtime’.

The Wrap

No guide is complete without more specific pointers on the types of content that sports fans want to see, which could be another guide note for your content direction. No doubt that TikTok has once again delivered some helpful insights. If you’re looking to connect with sports fans in the app, then the Tok’s new report is worth downloading, and checking out the various key trends, as highlighted by TikTok’s team.

Sources

https://bit.ly/3Bg3zu7