LaLiga Clubs Seeing Rewards After Joining TikTok
March 3, 2020
Across social media, audiovisual content is creating the greatest impact, particularly among younger audiences. In this context, it is possible to understand the explosive rise of TikTok, the short-form video which arrived on the market a little over two years ago. In this time, it has become one of the most downloaded apps in the world with over a billion active users.
As the fastest-growing social media network in the world, there is clear interest in engaging with the TikTok community and creating content that will resonate on the platform. As they look to expand their international audiences, LaLiga clubs have become heavily involved in the platform, often with the support of the league’s digital team.
Four of these clubs, Cádiz CF, Atlético de Madrid, Sevilla FC and Real Sociedad, explained the approaches they have taken and the positive effect this has had on their global brands.
TikTok showcases Cádiz CF as a global club
LaLiga SmartBank side Cádiz CF created a strategic communications plan for TikTok, where the Andalusian club has more than 17,000 followers from a wide variety of countries. “Local approaches are not enough anymore, but a global vision of what our club is and who our footballers are does work,” explained José Grima Peña, the Cádiz CF communications director.
“When LaLiga opened up the possibility of joining TikTok, we didn’t even have to think about it.”
Reflecting on the novel concept of the platform, Grima added: “There’s a major difference as it’s not the message that is the priority, but rather it’s the image. It’s a completely different way of communicating.”
It quickly became clear that there was a need to present an international outlook and that highlighting less mainstream activity would be successful.
“We’ve come to realise that international campaigns work better than national campaigns,” added Grima. “It’s not just men’s football that captures the attention. Women’s football can even have greater interaction. TikTok is helping show that it’s not just the football that is important at a football club. A different kind of training session, a special activity or a simple gesture with the right music can go further than a news piece about who we are.”
Atlético de Madrid sees growing demand for content
At Atlético de Madrid, the club’s head of digital development Alejandro Ugarrio notes how quickly fans have embraced the club’s arrival on TikTok, where it has reached 440,000 followers already. “Our fans always respond when we launch a new official space, but in this case the reception has been even more spectacular than usual. We’re very grateful to all of the Atlético fans around the world.”
“On no other social network have we seen such a large demand for content,” Ugarrio continued. “It’s a great responsibility and, at the same time, it’s great news for us.”
In order to keep this content new and fresh, Atlético de Madrid is forging positive collaborations with players, competitions, influencers and partners while working alongside LaLiga to ensure that the account continues to grow.
“The growth in terms of the number of followers is really significant,” Ugarrio noted. “But, above all, what stands out is the view count.”
Sevilla FC adapting its tone
Sevilla FC has had a TikTok account since June of 2019 and has now passed the 40,000 followers mark. In particular, the club highlights the ways in which the posts on this network feel genuine. “The change we’ve noticed is the way that the content published is natural, with much less editing, plus it is generated directly on the mobile phone,” explained the club’s social media manager José Ángel Risco…….
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