TikTok From 70 to 130 Billion Views
The Euro 2020’s seen TikTok rocket from 70 to 130 Billion Views in 4 Months, becoming the first sponsor of its type to take part in an event of this scale when the sponsorship deal with UEFA was announce in February. The announcement came months before the first game kicked off, which when you think about it an activation of this type and size is pretty special. Some brands spend years
The Euros
An event the size and reach of the Euros…TikTok had six months to plan the campaign, content and activations, to take full advantage of the opportunity. Given the issues around COIVD and the uncertainty from traditional sponsors… opened up an opportunity for TikTok who’s motto is “as moving at the speed of culture”. The team at TikTok had to have rockets on their feet to embrace this opportunity within this short time frame and do it right first time.
From 70 to 130 Billion Views in 4 Months
The Euros was pushed back by a year however it opened the door for TikTok to jump on board. As a sponsor. If you think about the fact…TikTok has only existed in Europe for just over two years. And the last 18 months in particular, has seen a spectacular rise as a platform and as a community.
The Growth spike…
The growth spike that TikTok have experienced over the last 18 months has been outstanding. The fact is if the opportunity was offered back in 2018-19 TikTok would have not been in the position to become a sponsor.
Goals and objectives…
One of the goals and objectives of TikTok is to become one of the most relatable brands on the internet… and given the recent growth spike which has also seen the uptake engagement with audiences from a wider demographic it is clear TikTok are fully committed to Europe as a region.
Supporting Football is one of the main vehicles given TikTok’s tag line “moving at the speed of culture” football is one of the basic staples of European culture, and the Euro 2020 competition has all the elements that is the celebration of European culture. TikTok profile differently as a sponsorship partner as they are a media platform and a content publisher as well the social aspects.
The role that TikTok can play around the Euros makes Tick Tock very different from other brands. They have generated a whole ecosystem around football in particular the 2020 Euros, with players…pundits.. and of course the fans playing a big part. TikTok are very quick to pick up on trends which gives them the flexibility and edge to move quickly and decisively with the trend spotting dynamics in culture which can only be described as organic in nature.
The TikTok playbook…
The organisation clearly has the confidence in their visual identity, tone and voice, as they place content and creators at the heart of the TikTok brand TikTok clearly are confidant about knowing how to execute the creative aspects and deliver the media components of the sponsorship objectives. Given the way the football ecosystem has really embraced tick tock can only be described as a resounding success.
KPI’s and Engagement
When TikTok embraced the opportunity February 11 the #football had 70 billion views on TikTok. Fast forward four months later, they now have around 130 billion views. They also have most the big named players and clubs on the platform now. UEFA will also be launching its first ever live streams on TikTok , which it very special in its self, with access to over 25 years iconic moments. TikTok have launched a lot of features for the tournament.
Namely:
This combined with the marquee live-streams. Which have been some of the key drivers that identify the impact of this campaign. As an example, the Ed Sheeran concert was an incredible moment for the music community. And an incredible moment for TikTok. As they hosted the halftime show for the Euros, exclusive on the TikTok platform.
TikTok invested in giving the fans the tools to express themselves in and around the tournament. Providing features that can turn anything in to a football via an AR feature. Giving fans other AR features to start their own trophy tour as an example. And also a football hub so fans can follow teams and view scores and much more.
Clearly creation rates and new users coming to the TikTok platform also make-up the overall engagement levels. From brand to content creation and product innovation TikTok have taken the opportunity to excel. Given the time span they had to make this work. What is evident is the innovation, development and creativity that this sponsorship opportunity has generated. Which can only lead to more and more creative and innovated outcomes as this sponsorship grows.
TikTok and Gen Z
It could be said that TikTok is a Gen Z, platform 16 to 24 year olds. However given the fact that the Euro’s has a global audience, people of different ages watching will be introduced to TikTok and expand its reach. Trends cut through demographics which will see more people outside the Generation Z demographic use the platform. With the short to medium term objectives being for TikTok to engage in and around grassroots football as-well as big events like the Euro’s.
Has the COVID pandemic allowed Tik Tok the opportunity to be relevant?
Much is made about second screening these days. Clearly the restrictions of keeping fans from games is forcing a lot of fans to stay home. It is no surprise that media consumption has become increasingly multi-layered. With many consumers using an additional screen for secondary activities while watching TV. Second screen usage is especially popular among younger generations but older multitasking second screen users are catching up.
Source: graphic: Dynamic Sport Marketing: Stats: https://www.statista.com/topics/2531/second-screen-usage/
Second Screen Viewing
This stat represents the share of teen and young adult internet users worldwide. Who use the following devices while watching TV as of the second quarter 2017, by device type 55 percent of teen and young adult internet users in North America, use either their laptop or PC while watching TV. While 81 percent of users in Asia Pacific had stated to using their mobile devices simultaneously with their television viewing.
For sport lovers who love the whole experience of going to the games will never replace that experience with technology. Nothing is as captivating and as exhilarating as watching your team play live. The way that a brand and a product like TikTok can enter the space to provide commentary is key. The context about something you are passionate about offering direct interaction and customisation is key. However it is only an add on to the overall real life experience.
As a result of this sponsorship deal, TikTok have brought communities together and given fans a different way of expressing themselves in these times of the Covid pandemic.
Especially when waiting between games, TikTok gives you a completely new stream of content to engage with to getting closer to the players and the team and fans. It is important to building a conversation around the tournament between games. TikTok is not competing with the live experience, they are building and adding value around the live experience.
Capitalising after the Euros are over.
TikTok are capitalising after the Euros are over to build the football community on the back of this sponsorship. Which can be seen as competition to the likes of 433. 433 who are on Twitter with over 1 million followers and others.
One thing is certain TikTok has made its mark on the football community especially through the brand communications through the relationship with UEFA . Their values of culture and community with the power of creativity will see the TikTok brand go from strength to strength. They will continue to invest in product features that enabled creativity, whether it’s an effect sticker hashtag challenge or alive. A positive creative community, giving a voice and to help them create content is key. TikTok will help online entertain and inspire their user base and will keep people engaged.
Tik Tok no longer just want to target young people. That is why it is the first entertainment platform to be a sponsored of UEFA. With the target to reach the market of 25 to 40-year-old football fans The premiere of Ed Sheeran’s half time performance at the Euros had around 5.5 million people that watching on Tiktok – a record number for an artist on the platform to date. We can expect more of these types of activations from TikTok as their quest to expand the demographic age range.
Contact us for support on freelance or a flexible basis if you want to reach sports fans for your brand:
Email us @ Dynamic Sport Marketing Or call us: +31 0625568958
For a full list of our services click this link for an overview of our easy consulting services