TikTok has outlined some tips for brands looking to tap into the Super Bowl hype throughout the app, together with notes on make finest use of the app’s varied tendencies and options, in efficient and fascinating methods.
And whereas TikTok might not be the primary platform that springs to thoughts when you think about sports activities engagement, there may be, in reality, a excessive degree of curiosity amongst its viewers.
As per TikTok:
“57% of TikTok users watch sports content on TikTok every week, and TikTok is 1.2x more likely to be the sole focus while using, vs. video streaming platforms, meaning that your brand’s sports video is likely to get a user’s undivided, enthusiastic attention.”
TikTok additionally notes that many athletes share behind-the-scenes footage within the app, and there are numerous tendencies for customers to faucet into round all main occasions together with sports activities.
As such, it’s price contemplating your choices to hyperlink into that dialogue, and TikTok suggests two choices for doing so.
First, TikTok says that manufacturers that have already got a TV spot or associated initiative ought to contemplate additionally posting it to TikTok to maximise attain and resonance.
“Even with different creatives, a brand being both on TV and TikTok drives a lift in brand perceptions.”
TikTok says that when a model is on each TV and TikTok, customers report larger favorability and relatability because of this.
However TikTok additionally notes that manufacturers ought to replace their inventive to be extra in-line with TikTok particularly:
“Even easy modifications could make it extra native. Fast diversifications embrace:
- Transitions – Easy transitions can embrace a fade, whip, spin, or slide into the following part of your video
- Results – Think about the usage of overlays like glitches, coloration filters, or dividers that separate video into sections
- Captions – They’re well-liked in user-generated content material, so they provide content material a local really feel. Use them to element your goal or spotlight key factors
- Design tip – Hold your caption (and different visible parts) within the middle-top space to keep away from in-app parts on the backside.”
TikTok’s second advice is that manufacturers look to create TikTok-native content material tied into the sport.
“Telling an original, compelling story on TikTok is often the most effective way to connect with our viewers and drive impact. That means leaning on three of its core elements: CommunityToks, creators and trends.”
TikTok says that manufacturers can improve their notion within the app by becoming a member of related TikTok communities – like #SportsTikTok. You’ll be able to analysis related hashtags within the app, and align your content material round its key themes and usages.
Partnering with creators may also assist to reinforce your messaging, in a extra TikTok-specific means, whereas paying attention to rising tendencies, by way of TikTok’s Creative Center may very well be one other strategy to join into key discussions and moments.
And given TikTok’s recognition at current, that may very well be a priceless consideration. Whereas Twitter stays the chief in real-time dialogue, main tendencies additionally circulate throughout to each social app, and that provides all new alternative to hyperlink in, and probably generate extra publicity for your corporation.
The Super Bowl has confirmed to be a priceless avenue for such for a lot of manufacturers up to now, and with the fitting method, perhaps TikTok is your pathway to reaching viral success this yr.
You’ll be able to learn all of TikTok’s Super Bowl tie-in suggestions here.
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