1、Trend ReportFrom soccer to football to ftbol,no matter what kind of fan you are,the inclusivity of sports culture on TikTok unlocks new opportunities for users and brands of all stripes to enter the sports conversation.Changing the game for every fanSportsTrend MethodologyBefore we dive in,lets answ

2、er an important question:What do we mean when we say trend?The term is often associated with popular videos and audio clips.But we track trends at different speeds and sizes to give a more comprehensive understanding of global culture and creativity on the platform.Lifecycle:Days to weeksLifecycle:M

3、onths to a few yearsThese include popular TikTok sounds,hashtags and formats that everyone is suddenly using(i.e.Corn Kid or“Theyre a 10 but”)Lifecycle:Up to several yearsWant to learn more about TikTok trends?Shifting behaviors within specific categories or verticals(i.e.practicing multidimensional

4、 wellness or celebrating smaller luxuries.)Read the Whats Next 2023 Trend Report for the behaviors and mindsets shaping culture See the Trend Articles and Trend Stories in the Trends Hub on the TikTok Creative CenterMajor cultural shifts,such as how communities form,where people discover new product

5、s,how Creators wield influence,and more.Check out our Trend Dashboards on the TikTok Creative CenterTikTok Speeds of CultureCreative prompts that quickly gain traction and buzz through high participationAn emerging user behavior or interest revealed through new content patterns Enduring,large-scale

6、behavioral transformationsMomentsSignalsForcesUKUSAustraliaTurkeyIndonesia FranceMexicoThis edition of the Whats Next on TikTok trend report details sports cultures evolution on TikTok and explores how to create successful sports content on our platform.Research MethodologyOur trends report is suppo

7、rted by the following research from TikTok Global Marketing Science team:1 TikTok Marketing Science Global Olympics&Sports Survey via Suzy,January 2023Base:TikTok users 18+(n=1907)Whats HappeningWhats Nextsay theyve become more interested in watching sports as a result of seeing TikTok videos171agre

8、e that inclusivity and representation in sports is important1%What youll find in this report:Two Trend Forces driving sports culture on TikTokUnderlying Sports Trend Signals for each ForceKey takeaways and creative Power Plays for brandsGet your head inthe game!TikToks sports community focuses on in

9、novative formats,fresh voices and new perspectives,which inspires more ways for audiences to take action.The age of linear programming created a sports culture that felt inaccessible and irrelevant to wider audiences.Among TikTok users globally59%1.Sending Entertainment into Overtime2.Making Space o

10、n the Podium1Source:TikTok Marketing Science Global Olympics&Sports Survey via Suzy,January 2023.Base:TikTok users 18+(n=1907)Source:TikTok Internal Data,Global,February 2023 Whats happening?Traditional sports entertainment often started and ended on the gameday itself.Whats Next?On TikTok,sports en

11、tertainment now has the power to last long after the final whistle,thanks to everyday creators sharing more accessible,collaborative,and dynamic sports content.From hyper-engaging fan edits to reaction videos,audiences now stay engaged with sports entertainment all year long.Sending Entertainment in

12、to Overtime TREND FORCEof global TikTok users say they enjoy watching fan edits,reaction videos,or other fan-made sports content on TikTok172Trend Signals that score on TikTok.1.Homemade HighlightsPrimetime games and matches inspire our passionate creators to create their own highlights.Move over tr

13、aditional sports broadcasters:our community has new sports entertainment sources tailored to their interests.Fan accounts and everyday users post everything from reaction videos to fan edits,fostering community among diverse sports fans beyond demographic or geographic barriers.of global TikTok user

14、s agree that watching sports content on TikTok can be more entertaining than watching sports itself1 Check out how professional volleyball player Tobias Krick combines his best plays and smooth editing skills here 2.Fired Up FansPassively consuming sports content is a thing of the past.On TikTok,spo

15、rts culture spills over into everyday culture with our users sharing their hottest takes with the community.Brands should lean into sports culture on TikTok by creating new opportunities for users to participate in drafts,fantasy leagues,and other sports-related challenges and predictions.See how Lu

16、lulemon got in on the fun when users made a draft of their favorite Lululemon products here59%vipersporttrickshotprodigy#NBAEdit(8.2B vv)2#HighlightReel(1B vv)2Relevant Hashtags#SportsEdit(218.6M vv)2of global TikTok users say they want to be able to participate in Olympics-related activities and ch

17、allenges on TikTok155%Relevant Hashtags#Ranking(5.1B vv)2#FantasyFootball(4.8B vv)2#TrickShot(39.1B vv)2Trend Signals that score on TikTok.3.Unpacking Player PersonasForget broadcast interviews;TikTok audiences want access to their favorite athletes authentic,unpolished lives.Because the platform re

18、wards more accessible,relatable content,TikTok ultimately builds stronger connections between athletes,audiences,and the brands that help provide much-wanted behind-the-scenes access.global TikTok users agree that TikTok allows competing athletes and teams to build stronger connections with their fa

19、ns17 in 10#TrainingDay(1B vv)2#GetReadyWithMe(9.8B vv)2Relevant Hashtags:#DayInTheLife(10.1B vv)2Check out how rugby star Ilona Maher provides fans an insiders POV to major sporting events here Sending Entertainment into Overtime TREND FORCE1Source:TikTok Marketing Science Global Olympics&Sports Sur

20、vey via Suzy,January 2023.Base:TikTok users 18+(n=1907)Source:TikTok Internal Data,Global,February 2023 Trend Force TakeawayModern sports storytelling on TikTok is no longer limited to gameplay footage and traditional highlights.Brands should look to ingrain themselves in sports culture by investing

21、 in the overall fan experience and working with athletes and creators to offer audiences greater behind-the-scenes access and perspectives.See how Royal Bank of Canada encouraged the TikTok community to cheer on its athletes during the Olympicsdeandrehopkinsof global TikTok users say they enjoy watc

22、hing fan edits,reaction videos,or other fan-made sports content on TikTok172%1Source:TikTok Marketing Science Global Olympics&Sports Survey via Suzy,January 2023.Base:TikTok users 18+(n=1907)Source:TikTok Internal Data,Global,February 2023 Whats happening?Traditional sports media primarily catered t

23、o diehard fans,limiting the reach of sports.Whats Next?TikToks sports culture wins by engaging audiences that arent your traditional sports fans.From the massive cohort of casual fans to more diverse interest groups and subcultures,sports content on TikTok breaks down barriers and welcomes new audie

24、nces to join in on the fun.Making Space on the Podium of TikTok users globally say they feel a strong sense of community with other sports fans on TikTok161Trend Signals that score on TikTok.1.Sports Commentary#ForYouTraditional sports media caters to established fans,leaving diverse and casual audi

25、ences feeling left out of the conversation.The appeal of sports entertainment on TikTok is that every user can find relevant commentary and voices that resonate with them.Whether youre already a walking athletic encyclopedia or a newfound sports fan,you have a home within TikToks growing sports comm

26、unity.global TikTok users agree that they dont feel represented by traditional sports media1Check out how Chewy made the Big Game relevant for their audience here 2.Embrace Casual FansNot every sports fan on TikTok is a diehard fanaticand thats okay.On TikTok,theres space for the vast spectrum of fa

27、ns to enjoy themselves and feel like part of the community.Beyond just focusing on professional sports,theres a variety of informative and entertaining content on TikTok that speaks to the aspiring athlete in all of us.Watch how Xbox kept it casual with sports-related content here thedumbdadsspeckle

28、dbrownie#BlindReact(7B vv)2#WomenInSports(1.5B vv)2Relevant Hashtags#Commentary(5.8B vv)2Among the global TikTok audience,more users identify as casual fans(38%)vs.avid fans(35%)1 38%Relevant Hashtags#NewHobby(109.5M vv)2#TodayILearned(12.7B vv)2#Sports101(1.6M vv)2TREND FORCE4 in 10Trend Signals th

29、at score on TikTok.3.Grow with Collab CultureSports culture on TikTok doesnt exist in a separate silo,nor do sports audiences.On TikTok,users love when their interests collide and celebrate brands that look beyond their category for unexpected partnerships and creative collaborations.As users jump b

30、etween different CommunityToks that reflect their multilayered identities,entertaining sports content doesnt need to only focus on sports.of global TikTok users say that they enjoy seeing crossovers and collaborations between sports and other areas(such as gaming,food,fashion,etc.)1#GamedayFood(172.

31、3M vv)2#GamedayOutfit(86M vv)2Relevant Hashtags:#SportsGames(596.5M vv)2Watch how Fenty Beauty combined sports and beauty cultures together here 73%Making Space on the PodiumTREND FORCE1Source:TikTok Marketing Science Global Olympics&Sports Survey via Suzy,January 2023.Base:TikTok users 18+(n=1907)S

32、ource:TikTok Internal Data,Global,February 2023 Trend Force TakeawayThe sports community on TikTok grows by appealing to audiences that have traditionally felt left out of the conversation.For brands to relate to the modern sports community,they must look beyond diehard fans and create videos that w

33、elcome new audiences.See how Nike prompted female fans to show how theyre a baller both on and off the pitchof TikTok users globally say they feel a strong sense of community with other sports fans on TikTok16161%myhealthydishGet the ball rolling with these tips-To find the perfect commentator that

34、will resonate with your brands audience during major sporting events,start your search on the TikTok Creator Marketplace,which enables instant,direct,and easy access to various creators based on your specific criteria.-Partner with creators and produce videos that translate sports culture into topic

35、s that appeal to your audience.-Use the TikTok Creative Center to stay updated on the latest hashtags and topics your creators can incorporate into their videos.Note:Shopping Ads are available for testing,Collection Ads and Dynamic Showcase Ads are still available globally.Branded MissionA way to cr

36、owdsource and amplify organic videos to create a custom campaignand reward users for their talents.TikTok Creative ExchangeWork with vetted creative experts to build TikTok content based on your budget&goals.-Develop a custom Branded Effect that gives users an easy-to-use template to make power rank

37、ings or predictions,so your brand can be at the heart of trending conversations in a fun and creative way.-Create your own sporting event with different products competing against one another.Whether youre a CPG brand asking users to choose their favorite flavor of a product or a commerce brand havi

38、ng audiences vote for the best item in a category,use Voting Stickers to set up an elimination bracket to drive engagement and conversation.Create sports-related content that feels more native to the TikTok platform by using popular CapCut templates.Target specific communities with our powerful cont

39、extual advertising solution that lets advertisers place their brand next to the top content in the For You feed with 12 unique categories(including sports).Making Space on the Podium Sending Entertainment into Overtime eBay drove engagement and audience participation with a#SneakerShowdownAdidas partnered with different sports creators in the Middle East to build an anthem for the 2022 World CupMore TikTok ProductsTry these Creative Power PlaysCapCut video templatesPulse AdsTry these Creative Power PlaysMore TikTok Products