![]() ![]() “TikTok is just that platform for short content, and short content is just king right now,” Bananas creative coordinator Katelyn Scott said. Less than a year after launching their own account, the Bananas’ “rival” Party Animals team has more than 1 million followers themselves. On the back of a string of viral videos, the brand now has close to 7 million for comparison, has 6.5 million followers). When Savanah Alaniz joined the Savannah Bananas as an intern in June 2020, the baseball entertainment outfit had about 200 followers on TikTok. ![]() Earlier this year, the company hired someone to focus solely on vertical video production. With more than 23 million followers there, WWE has found it especially useful for building fan bases for its young superstars. WWE is among the preexisting brands that quickly invested in the platform. ![]() Its main account now has close to 25 million followers. Able to jump on it early, the company became the biggest sports account on the platform in July 2020. “It is a testament to us and our willingness to grind that we built on platforms that we were the 5 millionth (adopter).” “We were a second- or third-mover in every other platform,” Overtime CEO Dan Porter said. Overtime originally built its business on YouTube before expanding to Twitter and Instagram, all platforms that predated it. TikTok’s democratization of virality has brought unprecedented opportunities to build new brands and develop new voices. It is Theseus’ social platform, changing every day to the point where, to the trained eye, it regularly looks like an entirely app.īut there’s a flipside to that issue, as well. “Constantly evolving with TikTok is just as much effort and work as if it was just to go away,” Bernstein said. Miss out on one too many trends, and risk missing out on a whole generation of potential fans, basically. “You might see a cohort of creators very consistently for three weeks, and then you don’t see them again for three months.” “Everybody is famous, which in a way makes nobody famous,” Bernstein said. Second, its algorithmic approach to delivering users recommended videos has changed the way brands operate, as they are no longer able to rely on built-in fanbases. First, the vertical video and unvarnished style it has helped popularize won’t go anywhere, and neither will the entertainment content sports brands have been forced to embrace, over simple information or traditional highlights. No matter what happens next, TikTok has had two major impacts on the way sports brands use social media. For example, Treasure said her team is looking more at YouTube, which is pushing a Shorts tool built around similarly quick, vertical video. Yes, in part because of the legal questions surrounding TikTok, but also because these apps wax and wane in popularity, regardless of whether the government intervenes. But Treasure is already thinking about what other platforms might offer similar features. ![]() With 3.8 million followers, the Jazz have the second biggest TikTok account in the NBA (trailing only the Warriors with 5.6 million). “The only thing constant in social media is that you can only affect what you can affect, and there will be change,” she said in an interview. If Utah Jazz senior director of content Angie Treasure could learn one thing about how all of those moves play out by this time next year, her first question would be, “What’s still around?” Facebook is tweaking its algorithm, Instagram is introducing AI tools, Twitch is changing its branded content policies. Reddit is battling with users for control. YouTube is responding to TikTok’s success by emphasizing its own scrolling vertical video format. Oh, and every other social site is shifting, too. If they lose a pulse on what works on TikTok now, it might as well be their brand going dark. Keeping up with TikTok’s changing features and trends is a full-time job in itself the platform going poof would be disruptive, sure, but social strategists don’t have time to worry about that. “Today, more than ever before, brands and publishers are leveraging their ability to connect with and positively influence the TikTok sports community.” “Sports content and culture is thriving on TikTok,” TikTok global head of sports Harish Sarma said in a statement given to Sportico. Discovery SVP for digital sports strategy, said.ĭespite the uncertainty around the platform’s future, Bernstein said TikTok remains a priority for the company, which operates popular Bleacher Report, House of Highlights, and other accounts, largely because of how much time younger audiences are spending there. “We’re not watching C-SPAN 24/7, but we definitely have Google News alerts, and everybody is following the trades and trends where it looks to be headed,” Doug Bernstein, Warner Bros. ![]()
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