The club hopes to hope to increase new audience and in a short space of time, its efforts are being rewarded.
The Basque club hopes to reach younger fans and continue international growth via the short-form video platform. Atletico Club is hoping to reinforce the need to stay active on social media and stay close to their fans during this pandemic period.
TikTok is currently the world’s fastest-growing social network with over 2 billion downloads. With a highly engaged and young user-base, football clubs have a clear opportunity to reach new audiences by establishing a presence on the platform.
The rapid growth of TikTok and the fact that it is so popular with younger people caught Athletic Club’s attention. “As part of the progressive modernization of our digital profiles we were clear that joining TikTok was something we should do,” the club explained.
This change in content style is reflective of Athletic Club’s ambition to reach a new profile of user that may not be accessible elsewhere. The club explained: “We’re looking to find the younger supporters of Athletic Club who maybe aren’t on other social networks, and we’re also keen for users who aren’t yet supporters to know more about the club. It’s possible on TikTok to reach a younger audience, the kind of users who are more difficult to reach through our other profiles.”
Over 20 Spanish clubs have also joined the TikTok platform in recent months, many assisted by LaLiga, which has had an official profile for over a year. Athletic Club is joining fellow LaLiga Santander clubs Atlético de Madrid, CA Osasuna, Leganés CF, FC Barcelona, Getafe CF, Levante UD, Celta de Vigo, RCD Espanyol de Barcelona, Real Madrid, Real Sociedad, SD Eibar, Sevilla FC and Valencia CF, as well as LaLiga SmartBank sides AD Alcorcón, Cádiz CF, Mirandés, Elche, CF Fuenlabrada, Girona FC, Racing Santander and Real Zaragoza.
LaLiga’s official TikTok account has over 1.3 million followers and was one of the first football-related accounts set up on the site. To deepen its relationship with the platform, the league established a unique partnership by agreeing for Douyin to become ‘LaLiga Official Social Media Partner’ in China.
This, going by reports makes LaLiga the first league in the world to sign such a deal with Douyin, which will help LaLiga and its clubs to take another step forward in their internationalization strategies.
By Etienne Mainimo