Business casual - To succeed in your strategy on TikTok?

Tiktok succes

Significantly developing  communities and audiences on TikTok has become a priority objective in the Social Media strategy of many sports organizations. 

However, it is necessary to master the specific – and changing – codes of this social platform to satisfy its algorithm and generate millions of views. Jordan Simon-Chopard, Founder of JumpStart Studio, an agency supporting many sports players in their content strategy on social networks including the NHL, gives us his analyzes for performing TikTok success. 

What are the main ingredients for a sports organization to bring together in order to developing communities and audiences on TikTok?

Content published on TikTok must be authentic and exclusive to this platform. We must give the impression that these are images taken on the spot and filmed in amateur mode. This is very important for creating a close bond with your community.

The background should also not be too serious. TikTok is the ultimate entertainment platform. We go to TikTok to entertain ourselves. We can talk about serious subjects but we must always incorporate a dose of humor or even self-deprecation. If the tone used is too serious, it won't work.

“TikTok is the ultimate business casualentertainment platform”

Finally, you have to pay attention to TV production images. This is not a format suitable for TikTok succes. On this platform, we prefer simple videos, shot with a smartphone. For example, to highlight sporting actions, it is better to use exclusive images captured at the edge of the field.

Is it possible for a sports organization to integrate its sponsors/partners into its editorial strategy on TikTok? How to properly activate a partnership on this social platform?

Yes it's possible. An advertiser can sponsor a series of behind-the-scenes videos at a professional club’s training sessions, for example. Developing communities audiences, we can even consider specific activations.

Recently, we supported LOSC in the production of TikTok videos aimed at activating a sponsorship partnership with Blakläder (editor's note: protective clothing brand). The players played the game perfectly. They put on the elements of the outfit planned for the sequence and they took on funny challenges with the Blakläder equipment. LOSC succeeded in broadcasting entertaining content via this activation campaign. The results were there. Some videos have crossed the 700,000 views mark.

LOSC X BLAKLÄDER ACTIVATION

On TikTok, it is imperative to find entertaining features. This requires a certain open-mindedness from all stakeholders, including the advertiser. He must agree to associate his brand with fun and light content.