【TikTok】2025年TikTok体育营销报告撬动全球体育市场激发用户参与度_17页_2mb

TikTok Sports Fandom Summary

Core Content

TikTok has emerged as a significant platform for sports content, offering a unique space where fans can engage with sports in diverse ways beyond traditional broadcasts. The platform serves as a hub for sports culture, behind-the-scenes stories, and community interactions, making it an essential channel for brands looking to connect with sports enthusiasts.

Main Points

• Sports Fandom on TikTok:

  • 75% of TikTok users aged 18+ are sports fans.
  • 57% of users watch sports content weekly.
  • 59% of users say watching sports content on TikTok can be more entertaining than the game itself.
  • 62% of users watch major sports events to be part of cultural conversations.
  • 61% of users feel a strong sense of community with other sports fans on TikTok.

• TikTok as an Entryway to Sports:

  • 29% of TikTok users became more interested in a sport after watching content about it.
  • 28% of TikTok users discovered new sporting events through TikTok content.

• Media Flight Recommendations:

  • Campaign Length: Minimum 3 weeks for most campaigns, with some requiring up to 3 months.
  • Frequency: Minimum 2x/week for most campaigns.
  • Creative: Minimum 3 unique creatives to maintain engagement.
  • Product Combinations:
    • "Brand Auction Focused View + TopView" combo can lead to a +15-20% increase in awareness.
    • "Reach and Frequency - Top Feed or Standard Feed, Pulse Premiere or Pulse Seasonal Lineup, and Brand Auction-Focused View" combo can lead to a +8-10% increase in awareness.

• Performance and Branding Strategy:

  • Performance Focus: Use Web Conversion or App Install (60% of budget) and Auction Reach (40% of budget) for campaigns aiming to drive conversions.
  • Branding Focus: Combine brand exposure with targeted performance by distributing budget between wide-reaching ads and conversion-driven actions.
  • Search Ads: Use Search Ads Toggle and Search Ads Campaign to reach active shoppers and drive demand.

Key Information

• Audience Engagement: TikTok users are more likely to engage with content that is entertaining and relevant, with 70% preferring content like TikTok ads over other platforms.
• Creative Tools: TikTok offers tools like Symphony Creative Studio to generate TikTok-ready content quickly and efficiently, including AI-powered narration and translation for localization.
• Data Integration: Use Events API and Pixel to enhance campaign precision, with 19% increase in event measurement and 15% improvement in CPA when used together.
• Measurement Models: TikTok provides various measurement strategies, including Brand Lift Study, Specialty Sales Lift, and Unified Lift (beta), catering to different advertiser experience levels.
• Creative Advantage: Brands can leverage TikTok's creative solutions to build trust, credibility, and recognition while improving ROI through performance and cost efficiency.

Recommendations

• Consistent Presence: Maintain a consistent brand presence throughout the season to keep your brand top-of-mind.
• Diverse Content: Develop a variety of content types (e.g., interviews, live Q&As, highlight reels) to maximize reach and engagement.
• Collaboration: Engage with creators through TikTok One's Creator Marketplace to foster authentic connections and co-ownership with audiences.
• Trend Alignment: Use TikTok Creative Center to stay aligned with the latest trends and create content that resonates with the audience.

Legal Disclaimer

This document is the property of TikTok Inc. and is intended for informational purposes only. It must be kept in strict confidence and not distributed or used for any other purpose. TikTok disclaims all liability for the accuracy or completeness of the information provided and does not guarantee results. Past performance does not predict future outcomes.