TikTok has outlined some tips for brands looking to tap into the Super Bowl hype throughout the app, together with notes on find out how to make finest use of the app’s numerous developments 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 stage of curiosity amongst its viewers.
As per TikTok:
“57% of TikTok customers watch sports activities content material on TikTok each week, and TikTok is 1.2x extra prone to be the only real focus whereas utilizing, vs. video streaming platforms, which means that your model’s sports activities video is prone to get a person’s undivided, enthusiastic consideration.”
TikTok additionally notes that many athletes share behind-the-scenes footage within the app, and there are numerous developments 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 think about additionally posting it to TikTok to maximise attain and resonance.
“Even with totally different creatives, a model being each on TV and TikTok drives a elevate in model perceptions.”
TikTok says that when a model is on each TV and TikTok, customers report larger favorability and relatability consequently.
However TikTok additionally notes that manufacturers ought to replace their inventive to be extra in-line with TikTok particularly:
“Even easy adjustments could make it extra native. Fast variations embody:
- Transitions – Easy transitions can embody a fade, whip, spin, or slide into the subsequent part of your video
- Results – Take into account using overlays like glitches, shade filters, or dividers that separate video into sections
- Captions – They’re standard 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 – Maintain your caption (and different visible components) within the middle-top space to keep away from in-app components on the backside.”
TikTok’s second suggestion is that manufacturers look to create TikTok-native content material tied into the sport.
“Telling an authentic, compelling story on TikTok is commonly the simplest strategy to join with our viewers and drive influence. Meaning leaning on three of its core components: CommunityToks, creators and developments.”
TikTok says that manufacturers can improve their notion within the app by becoming a member of related TikTok communities – like #SportsTikTok. You may 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 approach, whereas paying attention to rising developments, through TikTok’s Creative Center may very well be one other strategy to join into key discussions and moments.
And given TikTok’s reputation at current, that may very well be a precious consideration. Whereas Twitter stays the chief in real-time dialogue, main developments additionally movement throughout to each social app, and that gives all new alternative to hyperlink in, and doubtlessly generate extra publicity for what you are promoting.
The Tremendous Bowl has confirmed to be a precious avenue for such for a lot of manufacturers up to now, and with the precise method, possibly TikTok is your pathway to attaining viral success this yr.
You may learn all of TikTok’s Tremendous Bowl tie-in suggestions here.