TikTok has compiled some tips for brands looking to capitalize on the Super Bowl hype within the app, including how to make the most of the app’s various trends and features in an effective and engaging way.
And while TikTok might not be the first platform that springs to mind when one thinks of esports engagement, there is actually a high level of interest among its audience.
According to TikTok:
“57% of TikTok users watch sports content on TikTok every week and TikTok is 1.2 times more likely to be the sole focus of usage compared to video streaming platforms, which means the sports video is your brand is likely to receive a user’s undivided, enthusiastic attention.”
TikTok also points out that many athletes share behind-the-scenes footage on the app, and there are various trends that users can leverage around all major events including sports.
As such, it’s worth considering your options for engaging in this discussion, and TikTok suggests two ways to do so.
First, TikTok says that brands that already have a TV ad or related initiative should consider posting it on TikTok as well to maximize reach and resonance.
“Even with different creatives, a brand that appears on both TV and TikTok drives brand awareness.
According to TikTok, when a brand is featured on both TV and TikTok, users report higher popularity and affiliation.
But TikTok also notes that brands should update their creatives to be more specifically TikTok-aligned:
“Even simple changes can make it more native. Quick adjustments include:
- Transitions – Simple transitions can include a fade, whip, spin, or slide into the next section of your video
- Effects – Consider using overlays such as glitches, color filters, or dividers that divide the video into sections
- Captions – Popular with user-generated content, they add a native feel to content. Use them to describe your goal or to emphasize important points
- Design Tip – Keep your caption (and other visuals) in the middle top to avoid in-app elements at the bottom.”
TikTok’s second recommendation is that brands try to create TikTok-native content that ties into the game.
“Telling an original, compelling story on TikTok is often the most effective way to engage with our viewers and make an impact. That means leaning on three of its core elements: Community Tokens, Creator and tendencies.”
According to TikTok, brands can improve their in-app perception by joining relevant TikTok communities — like #SportsTikTok. You can research relevant hashtags within the app and align your content with the most important topics and usages.
Partnering with creators can also help enhance your messaging in a more TikTok-specific way while also paying attention to the rising trends about TikTok Creative center could be another way to engage in important discussions and moments.
Given TikTok’s current popularity, this could be a valuable consideration. While Twitter continues to lead the way in real-time discussions, major trends are also pouring into every social app, and that opens up whole new ways to link and potentially generate more exposure for your business.
The Super Bowl has proven to be a valuable avenue for many brands in the past, and with the right approach, TikTok might be your path to viral success this year.
You can read all of the TikTok tips for tying into the Super Bowl here.