“An unfiltered camera into football culture and commentary” - the social media platform TikToking all of football’s boxes

15 March 2021

TikTok
Photo: Alamy Back in February when Everton played Liverepool on Anfield Road Everton hosted a Spanish language live social media watch-along on TikTok. The four-hour event generated 7.3 million views on the platform.

Last year football content had 70 billion views on social media’s fastest growing platform, TikTok, who has struck partnership with UEFA ahead of delayed European Championships.

70 per cent of Europe’s leading clubs now have TikTok accounts, and 90 per cent of EPL teams.

“It gives them a licence to grow their brand outside of sports - from surfacing the human stories and behind-the-scenes sneak peeks to taking a greater stake in skills and learning,” says Head of UK Media partnerships.

TikTok believe that their algorithm can help players and clubs to reach a wider community of people who may not know them already - but became followers solely because of their content, not just because they are a fan of the club or player.

James Corbett corbett@offthepitch.com

When Everton beat Liverpool 2-0 in last month’s Merseyside derby, few of its traditional and fiercely loyal supporters – who had suffered 22 years without a win at Anfield – could have envisaged that they were being joined by millions of prospective Evertonians across Latin America.

Unbeknown to most of the club’s hardcore following, as part of Everton’s ongoing engagement with fans in the region the club hosted a Spanish language live social media watch-along. The four-hour event attracted more than a million viewers via the Club’s social media platforms.

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