Tottenham Hotspur fans may not have had many cup victories to celebrate recently, but their club are officially the Champions of Tiktok, outperforming all of their Premier League rivals in one of the world’s fastest-growing social media platforms.
TikTok, which was launched back in 2016 by Chinese technology company ByteDance, has rapidly grown in popularity and has now become one of the biggest social media platforms in the world.
According to Statista, it is the most popular platform with the Gen Z demographic, who spend nearly 30 hours per month in the app, which is considerably higher than they do on other platforms.
As a result, brands across the world, including the biggest Premier League football clubs, are investing heavily in their Tiktok strategy, and Tottenham Hotspur are outdoing them all.
Why Tottenham are the champions of Tiktok?
The Athletic have revealed that Tottenham identified early that Tiktok is more appealing to the younger generation and have grown much bigger followings in the platform than the other ‘big six’ clubs in the Premier League.
Spurs have 38.5 million followers, which sees them comfortably top the table, with the club boasting eight million more followers than second-placed Man City.
Even more amazingly, Tottenham have 30 million more followers than on TikTok than their North London rivals, Arsenal. This is in stark contrast to the other social media platforms where the likes of Man Utd, Arsenal and Liverpool have a much bigger following than the Lilywhites.
Tottenham praised for their “authentic” Tiktok strategy
The Athletic also spoke to Chris Reeve, the managing director of Reeve Social Media, a social media agency, to find out what Tottenham are doing right on TikTok compared to their rivals.
Reeve explained that unlike other clubs, who only do ‘polished’ content, Spurs are making more authentic posts, which helps them connect more easily with the younger audience.
He said about the club’s strategy on the platform: “They’ve got such a good eclectic mix of content. It would be easy for a Premier League club, especially an elite one like Spurs, to do purely polished content, but one of their content strands is something called #WeeklyWithSpurs, which is a round-up of pictures from behind the scenes taken from an iPhone by the players.
“For example, one of their players is in the gym taking a selfie in the mirror. One of their players is on the coach with the man of the match award. There’s another walking through the doors of the training ground. They’re able to strip it right back, as well as doing the polished stuff.
“I think many big brands are afraid of doing that, but showing authentic, raw content is highly effective on TikTok. It gives people a reason to follow because it differs from what they see on Instagram or Facebook. It means that more Spurs fans across the world will follow their TikTok because they know they get something unique rather than just the same generic content from other channels.”