DFB officially launched its channel on TikTok 

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The DFB officially launched its channel on the social media platform TikTok. With the start of the UEFA Women’s EURO in a few days, the official DFB TikTok channel will initially focus on content that revolves around the women’s national team however moving forward short videos related to the men’s national team, the DFB Cup, the 3rd division league and eFootball will be featured on the channel as well.

With TikTok’s adaptation to current trends and challenges, fans can expect to see new cross-branded content and brand-based insights such as behind-the-scenes footage, partner content, and influencer partnerships. The 14 short videos on the TikTok channel already has garnered more than 150,000 likes.

https://twitter.com/DFB/status/1541389721980600321?s=20&t=c55YGoxpb0TRIqMukcJWww

Comments made by both parties

“Football inspires people across generations. With our TikTok channel, we want to interact more closely with Gen Z,” . “With the fast-paced and viral trends of short-form content, we want to establish the platform as another innovative touchpoint and inspire the community with our content in the tone of voice of the platform.” Dr. Holger Blask, Managing Director of Marketing and Sales at DFB GmbH & Co. KG

“We are very pleased to welcome the DFB on TikTok. The appeal of the sport is an elementary part of the content system on TikTok. This is shown by 10 billion hits for the hashtag #football. It was a great pleasure for me and my team to to be able to accompany the DFB over the last few weeks with the first steps” Dennis Papirowski, Head of Partnership and Community, TikTok DACH.

Bundesliga initiative with TikTok

By targeting Gen Z, the DFB’s TikTok channel shares brand-relevant messages. Translated into current TikTok trends, they will be played out regularly from now on. The launch of a TikTok channel to address a young target group follows the relaunch of the DFB website on the video streaming platform Twitch, which took place in March 2022. The placement of DFB and partner-driven content on TikTok and Twitch creates the greatest possible added value for young football fans and the online football community.

Learn more about Bundesliga roping in OneFootball, Sorare, and Topps as their official NFT partner

TikTok becomes the official global sponsor of UEFA Women Euro 2022

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TikTok has been announced as the official global sponsor of the UEFA Women’s Euro 2022, following on from its partnership with the men’s Euro 2020 championship last year.

The social media platform has seen tremendous growth in the coverage and engagement of women’s sports on the platform. The hashtag #womeninsports has drawn nearly a billion views, the English women’s national team has shown behind the scene content through this platform and Burnley FC women have broadcasted all of its season’s home matches live on the social media platform.

As an official partner of the UEFA Women Euro 2022, TikTok will work with UEFA to launch exciting features on the platform such as computer-generated effects, hashtag challenges, TikTok Lives etc, the social media giant will also launch an exclusive UEFA Women Euro 2022 Tik Tok account that will feature behind-the-scenes content plus current and archival footage. These initiatives would be taken forward with the objective of inspiring and entertaining millions of football fans worldwide

https://twitter.com/iseoluwarachy/status/1524818805842759683?s=20&t=CD-HKCQhcMIL_CNbf4fydw

TikTok initiative with UEFA

“We are thrilled to once again partner with TikTok, this time for the biggest UEFA Women’s EURO ever. With the TikTok football community ever-growing with teams, fans, creators and associations, we are looking forward to showcasing this summer’s premiere sporting event featuring some of the greatest women’s footballers in the world through unique, creative and engaging content.” Guy-Laurent Epstein, marketing director of UEFA

“Since our partnership with UEFA for EURO 2020, we have seen TikTok become the home of football fandom; with creators, players and nations alike coming together to share their passion for the beautiful game, in a uniquely TikTok way. We are delighted to continue this partnership as the Official Entertainment Platform of UEFA Women’s EURO 2022, and to build on our joint efforts to promote equality and inclusion in football through TikTok’s #SwipeOutHate campaign and UEFA’s #EqualGame”. Rich Waterworth, General Manager, Europe, TikTok,

Through this partnership, TikTok would be provided with ticketing, hospitality, and branding opportunities as well as digital fan activations and exclusive content in the run-up to and during the tournament.

Learn more about UEFA launching hat-trick heroes in metaverse game for Women’s Euro 2022

Tik Tok 9:16 broadcast of Real Sociedad v Real Betis hits 506K unique viewers

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La Liga’s first-ever match aired on a vertical 9:16 format on Tik Tok drew a total audience of over 733,000 viewers on all social media platforms. This groundbreaking initiative was taken forward through an agreement signed between Mediapro, La Liga, and TikTok. Mediapro deployed a special mobile 4K unit that would be used for the production of the match in a vertical format and they utilized a production crew of more than 30 people.  

With an aim to reach a wider audience ,additional engagement was offered via direct interactions with creators Nacho Hernandez and Carla Gabian who hosted the live coverage on Mediapro-owned Spanish broadcaster Gol’s Tik Tok channel.

The new format was able to reach 506,000 unique viewers on TikTok, the match received 1.2 million likes on the platform and it had seen over 68,000 chat comments.

La Liga’s director of digital strategy had described the agreement with TikTok and Mediapro as a move to create an innovative way of broadcasting matches.

What has been said by the parties involved

“This is one more step for La Liga in the quest to build new audiences and bring football to all viewers”. “This agreement with TikTok confirms the work that La Liga and MEDIAPRO have been carrying out in recent seasons, to continue creating value and innovating in the broadcasting of matches.” La Liga’s director of digital strategy, Alfredo Bermejo

TikTok’s head of Content in Spain and MediaPro marketing director were also pleased with the initiative.

“This initiative with TikTok and LaLiga bolsters MEDIAPRO’s commitment to content adapted to the new digital ecosystem, offering Spanish football fans innovative experiences and new ways of participating and interacting.” Ignacio Arrola, MEDIAPRO’s marketing director

“We’re extremely grateful that MEDIAPRO and LaLiga have chosen TikTok to launch this ground-breaking initiative in Spain. TikTok is a place where football fans spend time and connect, and we’re proud to be able to see how big sports brands are inspiring the community through innovation.” Soraya Castellanos, TikTok Spain’s head of content

This groundbreaking initiative will definitely push the boundaries of innovation in the broadcasting and content distribution space.

Learn more about La Liga launching its official mini program on the Alipay platform

LaLiga becomes the first European league to have its own TikTok program

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With a digital strategy becoming increasingly important, LaLiga is expanding their own by recently introducing their first show, Play LaLiga, which is available only on TikTok. This new way to watch will include a monthly live broadcast space where football will be the main attraction. This new programme has content creator challenges as well as interviews with football players and artists. This is not all; we will also see eSports, giveaways, and exclusive news.

LaLiga’s presence on TikTok is undeniably important, with 4 million followers, and the club will continue its engagement to the leading entertainment site with this new sports project. TikTok has been crowned the best short-form video platform, and the two titans have linked up once more to bring football to the world.

Click here to read the most recent TikTok sponsorship news, including TikTok’s announcement of a brand new NHL content agreement.

Play LaLiga 

Play LaLiga is a monthly entertainment programme that comes to a growing platform with over a million users worldwide. The success began last week, with special guests such as Adri Contreras, who won the No Know Everything About TikTok Award for Best Sports TikTok Creator of 2021. Not only that, but it also featured RC Celta de Vigo player Fran Beltrán, as well as numerous LaLiga collaborators and content developers, making it a rather complete cast.

Learn more about LaLiga, including the opening of an Amazon store in collaboration with 13 LaLiga Santander clubs.

Play LaLiga will serve as a primary hub for all LaLiga and football fans to learn about what has occurred in the last few hours firsthand. Not only that, but it will also reveal a lot of unexpected surprises, making this a truly unique entertainment venue. TikTok users who enjoy football will be able to watch a LaLiga show for the first time in history.

TikTok updates maximum video length to 10 minutes

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Can TikTok still be referred to as a short-form video social media platform following a major new update? TikTok has made a significant announcement, raising the maximum upload time to 10 minutes. With more to watch, TikTok has been experimenting with new methods to grow. This time, with expansion in mind, they have taken it quite literally with this extended video duration.

In this digital age, they are continuously thinking of new ways to provide value and improve the TikTok experience. This is not the first major shift, nor will it be the last. Last year, we saw changes to videos, giving the TikTok community more time to create and enjoy. The ability to post videos of up to 10 minutes in length opens up even more possibilities for creators all over the world.

Learn the latest in TikTok news including a new partnership with NHL.

More than just an update

Although TikTok’s meteoric rise to success was due to a continuous stream of short clips designed to pique users’ interest, the platform has been pushing longer content for quite some time. Longer videos allow TikTok to compete with YouTube while also gaining an older audience and improving app engagement time. However, there may be certain disadvantages to this. A change to longer content may reduce the amount of data acquired on individuals’ watching behaviours, allowing for the customising of the algorithms used to attract viewers.

As TikTok develops to provide creators and users with longer content, its competitors, fuelled by TikTok’s success, have done the opposite, becoming the place to be for short videos. Instagram has launched Reels, YouTube has Shorts, and Snapchat has Spotlight. All of these major platforms are seeking to find the optimal content balance in order to compete and become the hub for a wide range of content.

TikTok releases brand new NHL content partnership

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TikTok has announced a new partnership with another major sports league! This time, it’s the National Hockey League (NHL) and the NHL Players’ Association (NHLPA). As part of this arrangement, the NHL will deliver original material and unique experiences on the app, which will assist TikTok’s larger content initiative.

Learn the latest in TikTok sponsorship including TikTok signing on as the Women’s Six Nations’ first-ever title partner.

Trick shots, behind-the-scenes, off-the-ice activities, and anything and everything related to sports and pets are what really make the NHL community tick. As part of this new deal, the NHL will post more than just highlights. More player interviews and other content aimed at capitalising on TikTok trends and engaging its in-app audience should be expected.

What’s in it for TikTok? 

TikTok can look forward to new promotional incentives like in-ice branding and the launch of a new ‘TikTok Tailgate Stage’ for upcoming outdoor NHL games. Furthermore, NHL will work with TikTok on music tie-ins and partnerships for its upcoming events.

This announcement comes as TikTok tries to expand its content offerings and provide additional incentives for producers to contribute to the app. It is challenging to effectively monetize this type of short-form video content. TikTok’s response has been the creation of the Creator Fund as well as working on in-app tipping and other monetization. However, several of TikTok’s top creators are unhappy with the platform’s attitude and income distribution. As a result, creators may shift their focus to Instagram and YouTube Shorts.

Click here to learn more about Samba’s 4 Content Pillars for your TikTok Marketing Strategy in 2022.

If TikTok can provide more direct posting incentives, such as new relationships with major brands like the NHL, it may be able to connect creators into these collaborations in another way. Not only that, but they open up new avenues for audience expansion and revenue.

TikTok also has exclusive content collaborations with Vogue and GQ as part of this strategy. With these new offerings, they are focusing on another important area of interest for TikTok consumers. Not only that, but TikTok will seek to cultivate instant contact while also giving its celebs more opportunities. TikTok will continue to be a destination for creators who want to go where the audience appears to be the most active. However, if rumours about income sharing continue, more of them may decide to post elsewhere, and their viewers will follow.

4 Content Pillars for your TikTok Marketing Strategy in 2022

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TikTok passed 1 billion global downloads and 2019 and has since continued to be one of the fastest growing social media platforms in the world.

CNN’s 2021 end of year report on social app downloads states that:

“… TikTok had 656 million downloads in 2021. It’s followed by Instagram (545 million), Facebook (416 million), WhatsApp (395 million), Telegram (329 million), Snapchat (327 million), Zoom (300 million), Messenger (268 million), CapCut (255 million) and Spotify (203 million). “

Source: “TikTok dominated 2021 as the year’s hottest app“

This means that having a TikTok Marketing Strategy is top of most organizations’ must-have lists, and the want for advice on how to succeed on the platform has never been higher.

TikTok Marketing Agency for Sports

Here at Samba we’ve been helping sports organizations to grow their audiences on TikTok for over 2 years.

We helped Ligue 1 gain over 1 million followers, 130 million views, and close to 10 million likes within their first year on the platform.

So it would be fair to say that we have a pretty good understanding of how sports brands and organisations can use TikTok to grow their audience.

TikTok Marketing Strategy Content Tips

Our friends at Content Stadium recently invited us to participate in a webinar on the topic of TikTok marketing for sports organizations. During the webinar we were joined by senior marketing managers from international clubs as well as representatives from TikTok.

One of the key takeaways from the session was the concept of the Four Content Pillars of a TikTok Marketing Strategy. We feel that this is a key approach to success on the platform.

The 4 Content Pillars for TikTok Marketing Success

  1. Quality over Quantity
    Each video that we produce has to meet a high standard. As every video has the chance to go viral, unlike on other platforms. Thus one amazing video per day is better than multiple posts of average quality.

  2. Experiment Regularly
    You never know what type of content will resonate with the audience, so any idea can work. We have used a mixture of TikTok trends, popular music/tracks, and trending topics to help in our decisions making process. 

  3.  Celebrate Diversity
    TikTok has an incredible community of diverse audiences with their own trends and challenges. We create content with specific regions and trends in mind each time. 

  4. Embrace the Platform
    True success comes from actively using the platform and understanding the community. We use the app as individuals to see trends as they develop and understand what works.

 

“You never know what type of content is going to go viral on TikTok, so it’s important to continuously follow trends, try new things, and innovate.”

Austin Schindel, Samba Social Media Manager

If you’d like to talk to us about our TikTok strategy, get in touch with us via our Contacts Page. 

TikTok has signed on as the Women’s Six Nations’ first-ever title partner

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TikTok has been making headlines after announcing a new four-year partnership with the Six Nations international rugby union event. As a result of this new deal, TikTok will become the first-ever title sponsor of the women’s competition. This is not all, as TikTok will become an official partner of the men’s Six Nations and the Autumn Nations Series of Test matches, until 2025.

TikTok is overjoyed, as the Six Nations rugby union footage has already gotten 5.1 billion views. This popular video platform has now been entrusted with raising the visibility of women’s sports.

Learn more about TikTok’s most recent collaborations, including NBCUniversal’s partnership with TikTok for Beijing 2022.

Each of the six participating unions will use TikTok rugby creators to generate videos for the Six Nations. Fans will see this content delivered through both the official tournament and team TikTok accounts. In addition, to encouraging engagement with its rugby union content, the site will use special effects and hashtag challenges.

There is a first time for everything

The first title partner in the history of the Women’s Six Nations championship, as well as sponsorship for the Guinness Six Nations and Autumn Nations Series, is undoubtedly a watershed moment.

These two make an outstanding team since they have the same goal of providing the best possible experience to fans. Keeping this in mind, this is the ideal platform for fans to access and participate in rugby all year. This is supplemented by the shared purpose of providing the sport with a global shop window through which to attract new and existing fans. Not only that, but they both share the goal of bringing women’s sports to a wider audience.

Read more about TikTok’s most recent endeavours, including being named EHF Euro 2022’s official partner.

TikTok’s rapid rise in sporting talent, fan networks, sports trends, and commentary makes it an appealing medium for engaging new and existing Six Nations rugby audiences. Furthermore, they are bringing the spirit and passion of these legendary competitions to their community.

Six Nation’s popularity is growing, as the event has struck a three-year agreement with Breitling. This big agreement includes the Swiss luxury wristwatch becoming the official timing partner of the men’s and women’s international rugby union championships. As part of this new deal, Breitling becomes the first Six Nations timing partner to also sponsor the women’s event. Breitling’s contract also includes pre-World Cup matches for the Autumn Nations Series and the Rugby World Cup in 2023.

The 2022 men’s Six Nations season has already begun, with Ireland taking on defending champions Wales in the first match on February 5th. We still have a few weeks till the women’s championship, which starts on March 26th and ends on April 30th.

NBCUniversal inks a content contract with TikTok for Beijing 2022

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NBCUniversal is teaming with TikTok, the popular short-form video-sharing site, to promote the coverage of the impending 2022 Winter Olympics in Beijing. According to rumours, this agreement will be the first time that NBC’s advertising partners would be able to offer fresh, imaginative ad experiences on TikTok.

It’s unclear how these ads will differ from prior ones. Given the duo’s previous efforts, though, social shopping is a viable alternative. In 2020, NBC launched ‘NBCUniversal Checkout,’ which allows readers and viewers on the network’s domains to click on a featured project to learn more about it. Before allowing you to purchase an item, this dazzling initiative displays a listing from a partner retailer.

Learn more about TikTok’s recent moves into sports, such as being the new partner of EHF Euro 2022.

TikTok has been extremely busy since launching ‘TikTok Shopping’ in conjunction with Shopify in the US, UK, and Canada. This in-app shopping functionality is very similar to what Instagram already provides. In addition, TikTok collaborated with Leeds United in September. With this agreement, they became the first Premier League team to offer official merchandise on the app, including replica shirts.

TikTok’s connection to the Olympics

TikTok users have already been heavily engaged with Olympic-related content, with over 18 billion views on the platform. With these remarkable views, the organisations will work to produce daily programming across NBC TikTok handles throughout Beijing 2022. A TikTok creator will also host a three-part webcast. NBC’s coverage of the 2022 Winter Olympics and Paralympics will highlight these athletes’ experiences and travels. As a result of this, fans can expect to see them on TikTok across all of their handles.

Discover the most recent Olympic news, including an e-commerce platform for Paris 2024.

It remains to be seen, though, how actively competitors use TikTok throughout this year’s Winter Olympics. Despite the fact that ByteDance, the platform’s parent company, is based in China, TikTok is not available there, with Douyin serving as the Chinese version of the app. In contrast, it appears that Chinese authorities want to offer international athletes with limitless internet access during the Games. According to Axios, the US has informed its athletes and officials that doing mission-critical business and personal interactions in China will be difficult at best.

EHF Euro 2022 crowns TikTok as official partner

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TikTok and the European Handball Federation (EHF) have launched a new cooperation ahead of the men’s EHF Euro 2022 championships. We’ve seen a lot of movement from TikTok into the sporting world recently, and this collaboration is further proof. TikTok will be advertising on in-arena LED screens and other inventory during the event under this new arrangement.

TikTok will be keeping busy with this partnership, as it will host various digital activations on its platform throughout the tournament. It has already begun in locations throughout Hungary and Slovakia. This will include live player interviews as well as behind-the-scenes footage.

Learn about TikTok’s latest efforts into sports, such as TNT Sports and TikTok expanding their partnership to the Champions League.

#HandballSkills challenge

This popular short-form social video platform will also create a #HandballSkills challenge and a dedicated tournament web page. Highlight movies, skill videos, live content, and other tournament information will be abundant on the EHF Euro 2022 portal. Not only that, but certain TikTok creators will visit matches during the tournament to provide their own perspectives on the event.

The EFH claims that their ‘Home of Handball’ TikTok following has expanded by 1,000% in the previous 18 months. This popularity has led to some big posts with its most popular post reaching 14 million viewers on the platform. The collaboration with TikTok can allow them to engage with possibly millions of new handball enthusiasts around the world who would not have previously been contacted or had a relationship with the sport.

Over the previous 18 months, TikTok has been increasingly engaged in the sports sector. Its most notable move is becoming a tournament partner for last summer’s Uefa 2020 European Championship. Recently, TikTok has reached agreements with the Confederation of African Football (CAF) for the 2022 Africa Cup of Nations, as well as collaborations with a number of soccer teams and the DFL Supercup, Germany’s premier soccer competition. Without a doubt, sports is one of the most essential content categories for the TikTok community. With this in mind, supporting the EHF Euro 2022 will once again provide exceptional chances for sports enthusiasts across Europe.

By clicking here, you can learn more about TikTok’s partnership with CAF and how it will connect African football fans all over the world.