Do you want to take advantage of the popularity of major sporting events in 2025 with your marketing efforts?
This will be beneficial. TikTok has released a new guide to sports-related marketing on the app, highlighting key trends, usage statistics, and insights to help you plan.
We’ll examine some of the most important points in this post.
First, TikTok’s sports guide examines how users interact with sports, as the app’s sports-related communities continue to grow in popularity.
“SportsTok is powered by the community-driven nature of the platform. According to a recent global study, 62% of users watch major sports events as part of cultural conversations, and 61% feel a strong sense of community with other sports fans on TikTok. As a result, sports fandom has surged, with a US study finding 57% of users watch sports content on the platform weekly, and over half of TikTok sports fans follow a pro sports league account.”
It’s worth noting TikTok’s use as a supplemental platform in this regard, with fans flocking to the app to view the most recent highlights and clips while continuing to consume games elsewhere.
TikTok may be attempting to change that, as the app recently partnered with Inter Miami FC to broadcast a live video of one of their matches, with a focus on star player Lionel Messi. This will become a regular occurrence, with TikTok attempting to broadcast more entire games, but eventually, every social app appears to drift into this zone, as they aim to capitalize on the popularity of sports by also offering direct broadcast in-stream.
So far, no social platform has been able to accomplish this well and make it a viable, or even equitable, process, and it appears unlikely that TikTok’s audience, with their short attention spans focused on highlight-style short clips, would be very receptive to full match broadcasts.
But perhaps. We’ll see if TikTok tries any more broadcasts like this.
TikTok’s sports marketing guide also explains how to design campaigns that capitalize on the enthusiasm around major sporting events.
There are several useful tips here, including structural overviews on how to optimize your sports-related campaigns over time.
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