How Tiktok is disrupting the world of sports and entertainment

by Vanessa TOMASZEWSKI

Read the article in French : https://www.championsdudigital.fr/comment-tiktok-est-en-train-de-disrupter-le-monde-du-sport-et-de-lentertainment/

Let's start at the beginning: "disrupt" means "to make a complete change to a product or market economically or technically, so that its standards of use are redefined" 

Ok, I see you coming: "Tiktok is only for kids, we're not going to jump in to dances! "

...Yes, but no...

In his book "Crush it" released in 2018, the American entrepreneur Gary Vaynerchuk devoted an entire chapter to Musical.ly (future Tiktok), the network that would revolutionize the way we create. And he was already a visionary. He reminds us that Facebook started by targeting an audience of students and university students and then gained popularity with an audience of other age groups. Sound familiar? 

Today 67% of users are over 25 years old and TikTok is the most downloaded application in the world in the whole year 2020. 

The idea of this article is therefore to explain how Tiktok is reinventing the rules of the game in the world of sports and entertainment, in short, breaking the game as Millenials say ?? 

I. THE CREATORS: SETTING THE RECORD STRAIGHT

• TIKTOK TURNS STRANGERS INTO STEVEN SPIELBERG

Tiktok, through Musical.ly, first positioned itself as a video creation tool before building itself as a social platform. Instagram in its early days was the tool that made anyone a good photographer with some editing features and filters.

Tiktok is the tool that turns a creative person without video editing skills into Steven Spielberg 

thanks to the possibility to cut videos and to create transitions, voice and music very easily, which makes it easier to tell a story. Personally, this is what made me land on Tiktok when I never took the time to develop YouTube because I didn't have all the video editing skills. And yet I had stories to tell. 

"Creative people can deploy their talent anywhere, and the most imaginative ones do it where no one has tried before." 

Gary Vaynerchuk

This is the strength of Tiktok: it is not the number of followers that defines a creator: it is his creativity! You start from 0 and the algorithm will push your videos if they are entertaining, educational or follow the network codes! It is the creator who makes the trend. 

• THIS ALGORITHM IS THE CHAMPION'S LEAGUE FOR CREATIVES 

And it's a very interesting creativity meritocracy system: if your video is not interesting or useful, it doesn't work. You can have 400,000 followers and make videos with 1000 views. As you can have 0 subscribers and make a video with 1 million views and see 25,000 followers land on your account in 1 day (yes I tested, these notifications are scary when you're not used get it ?? ! )

But how is it possible? Because the algorithm is like that. When you publish a video, by default the algorithm will push your content to people who don't follow you, thus pushing you to always be more creative. Similarly, by default when you open the app on your smartphone, it's the "For You" tab that shows up and not the "Following" tab, pushing you to discover new creators. 

And this Tiktok algorithm is probably one of the most powerful of all social networks because it identifies your interests and really shows you content that will interest you.

• TIKTOK, A VIRTUAL STAGE THAT REVEALS TALENTS 

Tiktok is also the place that reveals talents.

Nathan Evans, The Wellerman, 15 million views on a video and a contract with a major label for 3 albums, do you know ?

Tiktok allows any artist to post his sound and make it viral and instantly reusable by any creator. At a time of pandemic and the lack of physical concerts 2020 has accelerated the digitalization of the music industry. Travis Scott attracted more than 27 million viewers to his virtual Fortnite concert. BTS was a paid livestream - suggesting that a significant number of music fans are willing to pay for virtual experiences. What if we saw closed lives appearing on Tiktok to create that scarcity effect? 

And the success stories could go on for hours. During the first confinement, you couldn't miss the parodies of journalists' voice-overs by Ana?lle Godefroy, who went from intern to columnist on RTL 2. By starting this trend, other users by mimicry effect have tried to do the same.

Did you know that the Tiktok logo symbolizes a theater on which a creator is performing? Well, the Live function is perfect for artists who miss concerts. And what about the collaborations between artists? With the duets you can sing and find a pianist or a guitarist to accompany you. 

But you can also find yourself on a duet with a very famous artist who will put you in the spotlight! It is also this benevolence and this collaboration that makes the strength of the platform.

• TIKTOK ENGAGES AND IS COMMITTED

Beyond entertainment, Tiktok wants to be the network that educates. And Tiktok for Good is the reflection of this promise, Tiktok is committed. With a sticker that allows you to make donations directly on the platform, the network regularly launches challenges to encourage its creators to take a stand for a cause, a great example of co-creation. 

With the #FemmedException challenge and on the occasion of the International Women's Rights Day, Tiktok carries the voice of underrepresented women in the music industry. Since March 8, TikTok has partnered with shesaid.so.

Tiktok is committed and invites its creators to defend causes

And what about sports? I'm coming to that!

I talked to you about the virality of content on Tiktok. And one of the problems of sportsmen and women who are not very visible because they don't get much media coverage is to make themselves known. And I have the feeling that Tiktok could be a key player. Everything that is not seen, does not exist, right? So go on Tiktok and make yourself visible by your talent. You are your own media! Tiktok gives light to those who need it.

For example, TikTok has developed a partnership with the Portland Football Club in the United States to make its athletes ambassadors. With 3 years to go before the Paris 2024 Olympics, Tiktok is a great opportunity for lesser-known sportsmen and sportswomen to get the spotlight to find sponsors. 

II. FAN COMMUNITIES: NOT JUST A QUESTION OF GENERATIONS 

"Tiktok is for kids". Argh it stings to hear that again: according to a Kantar study conducted in 2020, 67% of users are over 25 years old. So there you have it (in case you didn't read the intro to this article).

• GENERATION T: KNOWLEDGE, CULTURE AND COMMUNITY 

And no, it's not just about generations either. We like to put users in boxes but on Tiktok the notion of community is redistributed: we talk about generation T, a generation characterized by 3 principles: community, culture and knowledge. 

While on other networks we had the impression of seeing content that was often similar, not always very authentic and filtered like never before... on Tiktok it's the difference that prevails! From the glassblower, to the wine genius, the designer, the young entrepreneur or the grandmother-grandson duo...

Tiktok's creators tell us stories we like to hear and teach us things. 

• NEW WAYS OF THINKING ABOUT INFLUENCE FOR BRANDS 

And very important for brands, the engagement rate on Tiktok is very high. And on Tiktok, UGC has a very important value since it is an indicator of how the brand will create engagement with users during a challenge. 

source: digimind blog

The engagement rate of French influencers on TikTok is 20% higher than the global average engagement rate. Moreover, branded challenge hashtags generate UGC like nowhere else. 

This video has 3.4 million views and 156,000 likes

TikTok videos are also a source of knowledge for brands that can test and identify new trendy products. Test & Learn !

III/ REINVENTING THE FAN EXPERIENCE: MONEY CAN'T BUY 

• OFFERING NEW EXPERIENCES TO CREATE A LINK WITH FANS

At a time when clubs are looking to maintain and develop contact with their fans, Tiktok offers many possibilities. This quest to improve the fan experience was strong before the global health crisis but it has accelerated with this pandemic. If many French clubs use Tiktok as a showcase to push information, many features are available to social media managers to create a real link between fans, the club/brand and athletes, generate emotion and identification.

Live duets, video responses, duets or collages are all great features to create a link.

In the United States, the Minnesota Vikings club has dedicated an account to its mascot, Viktor. In terms of creativity and authenticity, there are some very good ideas to be found on this account. What's better than having your brand embodied to get your message across more easily? And why not with a mascot?

For example, Pepsi has launched a #PepsiChallenge in duo to encourage users of the network to express their creativity and to put themselves in the scene with their favorite footballer or footballer.

And as far as monetization is concerned, TikTok has just signed a partnership with Shopify that will delight merchants who would like to sell their merchandise, jerseys and other sneakers directly on the platform.

TitkTok creates communities of enthusiasts and generates a sense of belonging

The same goes for artists. Tiktok gives the possibility to co-create like this challenge of Grand Corps Malade #slamcommeGCM 

The case of Paris Fashion Week is interesting because it shows how event organizers, at the time of the health crisis, can digitalize and offer a new experience to their fans. 

3 branded hashtags had been launched for this purpose: 

- #MesLooksPFW: 10 days of Paris Fashion Week, 10 different styles. On the occasion of PFW, share with us your 10 most stylish and creative looks of the week in one video. Monday-Fashionista, Tuesday-Minimalist or Sunday Total Look, be as inventive as possible and show us all your different styles using the hashtag #MesLooksPFW On your marks, get set, scroll!

- #FashionMonth: Encouraging users to share their favorite look

- #Fashion2048: Year 2048, fashion has changed. What do you think our outfits will look like tomorrow? Futuristic looks, unusual colors, offbeat accessories, show us that you're not just fashionable... you're ahead of the fashion curve! The best #Fashion2048 looks will be highlighted, the future is now.

• IDENTIFY NEW TRENDS

A few months ago I posted this video on my TikTok account: fans attending a concert in bubbles. I never thought that the video would be so popular and that there would be so many positive comments to adopt bubbles in events! Anyway, if you're a concert organizer and thinking about a creative idea to bring people to concerts... And do some monitoring on TikTok to identify the trends in your sector and position yourself before the others!

• TIKTOK : THE TV OF TOMORROW? 

One comes to wonder if Tiktok would not finally be the TV of tomorrow? Or even of today for the T generation.

Examples of exclusive content production are numerous in sports and entertainment: 

The LFP and TikTok are collaborating to create a unique experience for Ligue 1 Uber Eats fans in France and abroad with Livestreams from behind the scenes of Ligue 1 Uber Eats matches

In addition, TikTok is the first online platform to partner with UEFA EURO 2020. The network will offer a dedicated space to follow the accounts of creative soccer fans, share their best content, and showcase their reactions and celebrations around the highlights of the tournament, with an agreement to use UEFA's archive content. 

Tiktok has also developed a partnership with UFC to offer live content to fans, behind the scenes and exclusive content shared on the Brazilian, European and Russian accounts. Tiktok has also created a special experience for the children of Tiktok employees with 2 virtual parties with shows and meetings with the creators

Finally, THIS is the first Prime Video series 100% TikTok. All stages of production - from casting to broadcasting, including filming and editing - have been made or designed for this network. A series written and directed by the artist Abd Al Malik, and broadcast only on Tiktok

Tiktok is on the right track by developing its partnerships in the world of sports and entertainment to ensure that it does not remain a simple showcase of videos from creators and brands, but becomes a real actor of the fan experience. Tiktok is not content to be a simple network but becomes a game changer by pushing creativity, by highlighting industries and creators that have difficulties to take the light on other networks. The brand acts as a startup, or even an agency that brings visibility to new targets in the sports and entertainment industries. Going on TikTok also means evolving its editorial line and redefining the position of its brand towards creators and fans: more opportunities, more authenticity and more passion. One of the new challenges for the platform is now to bring in artists, sportsmen and women, brands, media, clubs and train them to the codes of the network.

I will conclude this very long article with this passage from the book "Crush it" by Gary Vaynerchuk: "Download any social platform that appears, test it and understand it. Give it up if it doesn't work for you, but never reject something until you get to know it - that advice applies to life in general as well.

Vanessa TOMASZEWSKI